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Editor's Notes

• #3: Email is incredibly relevant to companies to user and revenue growth. Still one of the major communication channels with clients. More white hat tactics to increase email’s impact on bottom line. Of course, many gray and black hat ones… but focus on ones that good email companies use
• #4: Drive Increase
• #5: Members the base of people who can invite
• #6: Here’s another example of how we constantly remind and ask members to invite in each of their daily email digests that summarize the posts in their neighborhood. Use a shared shared neighborhood growth goal. This number changes based on the number of members in the neighborhood. Bonus materials if read or scroll to the end Also moving this banner from the bottom of the email to the top increased inviter rate by orders of magnitude. The growthhackers.com team did a similar move and and increased email sign ups by hundreds of percents.
• #7: For some of the apps (especially social apps), the functionality revolves around communities. This means the app can’t be optimized fully if you don’t have your friends using it. That’s enough to make it a viral loop. Facebook connect also makes this much easier to refer friends to invite. And on the phone, if you get access to the contact lists, it’s much easier to invite all friends.
• #8: Remove friction by allowing people to upload their contact list. This way, members can invite larger number of people. LinkedIn was very successful in doing this. If someone has 1,000 contacts, it’s overwhelming to look through and find the friends they want to invite. Make it simple for them. As BJ fox says, increase their ability to invite and “don’t make them think” Simplify the invitation process, presort and recommend invitations. You can use basic heuristics such as last name (shared last name), terms as “mom”, category as family, frequency, or last emailed to rank order. At Nextdoor, we know that people are more likely to invite those who live close to them. Therefore, we sort the recommended invitations based people with matching area codes. For more advanced versions, Ivan Kirgin’s company Yesgraph helps you determine how to order contacts
• #9: Members the base of people who can invite
• #10: Great to test a lot of subject lines, but sometimes, easiest to just learn from the pros. We tested dozens and dozens of subject lines, in the end, the one most similar to this winning one from LinkedIn won. “Please accept my invitation to Nextdoor” From name is HUGE! Can increase open rates and ultimate sign up rates by up to 20%. Make the email names from the inviter, not your company. Then if you have the invitee’s name, use that. People love seeing their own name. Including first names can have a 10% increase on open rates. And this applies to all your email, even your normal transaction emails. Using the word “please” is also key. Facebook conducted a test where they allowed people to message their friends about taking down photos. the phrase “Hey Robert, I didn’t like this photo, please take it down” performed 4% better than Hey Robert, I didn’t like this photo, would you mind taking it.” The only difference is the word please. Keep it short. Check these emails on mobile. If the subject line is too long, it will be cut off in mobile.
• #11: Restated the inviter name Make sure Call to Action is above the fold. It’s, bold, green and one clear action. We also repeated the inviters name again in the green button. Small call out about it’s free and quick to sign up. Below, added more information about what Nextdoor is, including social proof of the number of neighborhoods nextdoor is in, its use cases, and more We tested different imagery on top such is lifestyle images, etc. but in the end, a simple one with the green houses worked the best. Customized content is tricky: With the customized content, the benefit is that there is a slight lift in conversion rates. However, you may also run into issues where spammers start using your system to send spam. You can prevent that by creating spam message filters, throttling invitation sends, having those with manual messages be reviewed by a person, etc.
• #12: They look clickable Even adding a carrot at the end arrow Write copy in the first person: I want to _________ Find Out How to Ride a Bike and Make Sense of My Finances Fast. It’s also how we avoid buttons like Register to Learn More … because no one wants to register to learn more.
• #13: Don’t be afraid to send the same message twice even. These can be invitaitons or other messages. A really simple way is to take those who did not open your first email, change the subject line and send the exact same email. First, send a reminder! We see over 30% of our invitation acceptances from reminders. Don’t be shy in sending multiple reminders. Do though make sure to monitor your spam rates. You can do 1, 2, 3 or even 4. Each reminder email can have a different subject line. Don’t say “Reminder:” that is boring. No one want’s to be reminded to do something. If they’re being reminded, it means they weren’t motivated enough to do it the first time. Rather, say something like “Last chance!” Use what we learned with subject lines. – 29 standard deviation less likely to open. By contrast, “invited”, “invitation”, “announcement” were top opened emails
• #14: Knowing the above, we may hold reminder emails till a weekday or send them at the optimal time in the day. This idea applies even if you’re doing SMS, push or other notifications. If you’re using SMS, or push notifications, the timing may be different. How people interact with each product is different.
• #15: Open rates vary based on day of the week and time of the day If you’re a B2B product, sending during the business hours is probably best If you’re a B2C, we’ve found that sending during the noon hours by time zone is best. Week days also work better than weekends. Because we send invitations synchronously, we have chosen to optimize our reminder emails based on these times guidelines.
• #16: Members the base of people who can invite
• #17: Members the base of people who can invite
• #20: Anything over a 10 is usually good