Tumblr, a microblogging platform with 544 million users came to us with the need to prove out email marketing for the platform. This included a pilot test where we would define the email marketing strategy and content pillars as well as full-scale global rollout with implementation of their marketing automation arm, HubSpot.
Because of tumblr's size and reach, it was important to ensure all major components were thought through. This included content themes, time zones, email providers on the users end as well as Tumblr's core goals as an organization. Using HubSpot as their CRM and Marketing Automation Platform, we were able to convert the designs into responsive based HTML modules for ease of use and scale that operation into programmatic emails to hone in on specific user interests across the user base. We were able to use HubSpot as the tech infrastructure to help us pilot the strategy and ultimately rollout it out system wide.
We worked with Tumblr’s marketing team to define the content themes throughout the week as well as pinpoint the content that would go within each send. We tested global timezones, send times, subject and preview text across each pillar to ultimately dial in what we recommended to be the best use cases for each theme / content pillar to then be rolled out system wide.
Easy to navigate content allows tumblr to quickly add new imagery and content for those sections that are not dynamic. Not only does tumblr have the ability to stack and arrange sections however they want, they are able to customize background colors, graphics and font types. Because of their deployment activity, we needed these modules to be fully responsive and look correct on all platforms and devices.
Easy to navigate content allows tumblr to quickly add new imagery and content for those sections that are not dynamic. Not only does tumblr have the ability to stack and arrange sections however they want, they are able to customize background colors, graphics and font types. Because of their deployment activity, we needed these modules to be fully responsive and look correct on all platforms and devices.
Because we were sending to millions of individuals around the globe, we needed a dedicated IP to send from (vs your standard IP). Through that process of warming up a new IP to be associated with the DKIM, we had to find an automated way to micro-throttle the massive amount of emails each day so we would not get rejected by the servers (basically slow them down vs one bulk send to a large group of individuals). Goal accomplished!
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