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Iterable Customer Spotlight: Mikko Westberg From Strava

We have formally entered into the vacation season, which suggests just a few various things—we’re all most certainly heads down in executing on our vacation campaigns, overindulging on food and drinks, and possibly not getting as a lot train as we wish. 

If that sounds acquainted and also you need some motivation to maintain lively through the holidays, then you must take a look at Strava, the #1 app for runners and cyclists.

Strava was designed by athletes, for athletes, and its cellular app and web site join tens of millions of runners and cyclists by the sports activities they love.

For our final buyer highlight of the yr, we couldn’t be extra excited to introduce you to Mikko Westberg, CRM Lead at Strava.

November Customer Spotlight: Mikko Westberg

Mikko’s initially from Stockholm, Sweden, and has been working in email since 2008 when he began his profession with eBay in Prague.

He loves working on the intersection of promoting, information and expertise, exploring the boundaries of email and what it could do for each senders and recipients.

Keep studying to find out about how Mikko acquired his begin in advertising and marketing, his recommendation to new Iterable customers, and his favourite marketing campaign from 2019!

Mikko Westberg headshot

  • Name: Mikko Westberg
  • Company: Strava
  • Title: CRM Lead
  • Location: San Francisco
  • Hometown: Stockholm, Sweden

When and the way did you get your begin in advertising and marketing?

In 2008, I used to be residing as an ex-pat in Prague, Czech Republic. Having some HTML and SQL data, however not talking the native language, my job choices had been fairly restricted.

I used to be in a position to get a job on the newly opened eBay workplace doing advertising and marketing operations supporting all of eBay’s non-US websites. I knew nothing about email advertising and marketing, however the quantity was large so I needed to study quick.

What do you like about your position?

In my position, I’ve one foot within the advertising and marketing world, and the opposite in information and engineering. I really like interfacing each these areas, serving to to unravel our CRM challenges and delighting our customers with new and modern marketing campaign concepts.

What is one piece of recommendation that you’d give a brand new Iterable consumer?

Embrace customized occasions! This might be the massive differentiator between your legacy email platform and Iterable. Think about the important thing actions that your customers carry out and ensure Iterable will get these indicators.

Even in the event you don’t know precisely the way you’ll use the info in an email marketing campaign, if it’s a part of your product expertise—simply do it.

At Strava, we ship tens of millions of exercise add occasions each day. These occasions don’t straight set off campaigns proper now, however they offer us a very good indication of exercise stage and the kind of athlete you might be, that we are able to use for concentrating on and segmentation.

Strava has a really lively and dependable buyer base. How do you consider persevering with to construct buyer loyalty and the way does Iterable play a job on this?

We are at the moment within the means of migrating transactional and system emails over to Iterable. Our largest email marketing campaign by quantity is the transactional ‘kudos’ email which reaches tens of millions of customers each month.

This template has not been touched in a few years and we’re tremendous excited to lastly have the ability to revisit the design, content material and call technique, and construct a extra cohesive email system.

For me, loyalty and belief from a CRM perspective begin with not sending crappy emails that don’t render nicely throughout all gadgets and email platforms.

What’s your favourite marketing campaign that you just ran in 2019?

We did a big model advertising and marketing marketing campaign within the spring referred to as, “The Last Mile,” concentrating on runners who race half and full marathons.

We constructed out a full lifecycle marketing campaign beginning with individuals telling us about what race they had been doing and when. We would use this data to set off messages main as much as their race with coaching content material and product ideas.

If a consumer efficiently ran their race, we despatched them a personalised post-race email with a tempo chart highlighting the final mile effort. The email additionally had a share CTA which linked to a customized downloadable asset.

Strava's Last Mile campaign by Mikko Westberg

Strava’s “The Last Mile” marketing campaign

How are you utilizing Strava on your private exercises? What’s your favourite characteristic?

I’m extra of an experientially pushed athlete, so my motivation isn’t essentially efficiency and health. I really like mountain biking and path operating, so for me, it’s rather a lot about exploring locations and discovering new trails to run.

Strava’s segments and heatmaps are methods to see the place different persons are lively and assist me plan out new routes to strive.

If one tune might play each time you entered a gathering, what would it not be?

“Don’t Stop Me Now” by Queen

If somebody gave you $5 million tomorrow, what would you do?

Get a monetary advisor and begin searching for a cabin within the Sierras.

Learn More in Our Community

Have any questions for Mikko Westberg about how Strava is maximizing buyer loyalty?

Ask him within the Iterable Community the place Iterable clients acquire unique entry to our thought leaders, request new options and study the most recent traits and techniques in progress advertising and marketing.

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