beyond the open rate
DESCRIPTION
Beyond the Open Rate. Presented By: Dela Quist CEO Alchemy Worx. Alchemy Worx Clients. What about B2B?. B2B. B2C. Improving open rates makes us focus on the Subject Line . Shorter is better right?. Subject Line Length - Characters. Subject Line Length – Number of Words. What's going on?. - PowerPoint PPT PresentationTRANSCRIPT
BEYOND THE OPEN RATE
Presented By: Dela Quist CEO Alchemy Worx
Alchemy Worx Clients
2
What about B2B?
B2B B2C
Improving open rates makes us focus on the Subject Line
Shorter is better right?
Subject Line Length - Characters
Subject Line Length – Number of Words
What's going on?
Short - Ambiguous or Misleading
“Summer starts here”
CTO Rate = 7%
Open rate 75%
Relevant Customers
10%
Click Rate 5.25%
Subject lines act as a relevance filter
Subject lines act as a relevance filter
Long - Multiple Proposition “50% off Nike trainers; the latest from Wimbledon,
Plus your chance to win a spa weekend”
CTO Rate = 28.5%
Open rate 35%
Relevant Customer Group A
10%
Click Rate 10%
Relevant Customer Group B
10%
Subject lines act as a relevance filter
Short - Strong Single Proposition “Nike trainers - 50% off”
CTO Rate = 60%
Open rate 15%
Relevant Customers
10%
Click Rate 9%
By focusing on open rates what we are trying to do is get everyone to open click and buy from every email they get
from us by sending fewer and fewer messages!
12
Why is Branding an important consideration?
13
Relevance Timing Triggered messaging Behavioural targeting
Current thinking dominated by DM techniques - RFM
Standing out in crowded Inbox?
More than 1 chance to make a difference
More than 1 chance to make a difference:Make them work together
More than 1 chance to make a difference
An opportunity Wasted?
Top Tips for promoting Brand Values in your SL
Focus on a values you wish to be identified with
Branding is about repetition – once identified keep repeating your core values
Emails do NOT have to be opened for your brand values to register
Discounts do not build your brand
Insula Skiathos
Insula Skiathos
Insula Skiathos
Insula Skiathos
The vast majority of email does not get opened no matter what you do
26
27
Spent over $20,000 in last 12 months
The nudge effect: subject lines influence non-openers too
Top SL Tips for promoting sales in other channels
Send times should be based on peak sales in that channel
SL should acknowledge the channel “Great deals in store this weekend”
You can still promote specific products and great offers
Email has a veeerrrry long tail
Purchase from time of deployment
Purchase from time of last click
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 160.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Open and Click Rates/ Open and Click ReachOpen Reach (% of Del) Click Reach (% of Del) Total Open Rate Total Click Rate
Open and Click Rates/ Open and Click Reach
The problem with AB testing
Early openers behave very differently to late openers
Opens & Clicks Over Time
EMAIL: [email protected]
LINKEDIN: HTTP://UK.LINKEDIN.COM/IN/DELAQUIST
TWITTER: @DELAQUIST@ALCHEMYWORX
Contact details