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Beyond the Open Rate: It’s Time to Think Reach Frequency and Impact!
Presented by: Dela Quist
CEO Alchemy Worx @DelaQuist http://uk.linkedin.com/in/delaquist @alchemyworx
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Alchemy Worx Clients
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How Much Time Do You Spend on Email
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DMA / fast.MAP Email Tracking Study
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When It Comes To SL’s People Are People
B2B B2C
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“Promoting the mundane is really boring. It’s much easier to promote
new [hot] stuff, especially when there’s no ROI.”
Warren Buffet
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People Hate Too Much Email
DMA Email Benchmarking Report
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5c/click
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Standing Out In A Crowded Inbox?
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DMA / fast.MAP Email Tracking Study
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DMA / fast.MAP Email Tracking Study
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People’s view of frequency is subjective
• Trusted brands treated differently
• Brand advocates underestimate frequency
• Sign up to very few 10 or less so inbox is competition free
• Email from trusted brand much more likely to be called relevant
• Seasonality
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Relevance
Timing
Triggered messaging
Behavioural targeting
Current Thinking Dominated By DM
Techniques - RFM
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In Effect What We Are Trying To Do Is Get Everyone To Open, Click And Buy Every Time
They Get An Email From Us - By Sending Fewer And Fewer Messages!
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Time for a rethink?
Cost to create & send Direct Mail = $ 1 – 5..10..20….?
Cost to create & send email = $ – 0.0005
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Branding is about influencing behaviour
Relevance and timing are about being influenced by behaviour
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Target Setting
• Send Volume can be easily altered by you and has a very strong influence on the number of subscribers opening each message.
• In order to elicit an open from the subscriber base, you need to send 6 messages
• In order to generate a single click, you need to get 4 opens
• These measures can be used by you to determine the volume of messages that need to be sent in order to meet open and click based
targets.
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Calculation of Secondary KPIs
• On average, to generate an additional £100 in revenue, you will need to:
– Send 335 messages
– 48 opens
– 7 unique clicks
– 10 total clicks
– 1 unique transaction
– 1 purchaser
Sent
Sent Sent
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Email Has A Veeerrrry Long Response Tail
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Purchase From Time Of Deployment
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Purchase From Time Of Last Click
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DMA / fast.MAP Email Tracking Study
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Not All Opens And Clicks Are Equal
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Purchase To Click Ratio Over Time
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Purchase To Open Ratio Over Time
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Why are we so obsessed with open rates?
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The Vast Majority Of Email Does Not Get Opened, No Matter Who You Are
Or What You Do
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In The Inbox, The Subject Line Is The Only Part Of Your Message You Can
Guarantee Will Be Seen
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The Nudge Effect: Subject Lines Influence Non-openers Too
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2011 DMA Email Tracking Study
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Standing Out In A Crowded Inbox?
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More Than 1 Chance To Make A Difference
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More Than 1 Chance To Make A Difference: Make Them Work Together
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More Than 1 Chance To Make A Difference
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More Than 1 Chance To Make A Difference
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An Opportunity Squandered?
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Snippets Count – Use Them Too
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Multiple Proposition Sl’s - Can Be Very Long
Gilt Group emails
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DMA / fast.MAP Email Tracking Study
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View from the Mobile
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View from the Mobile
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DMA / fast.MAP Email Tracking Study
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BRANDING = Reach Frequency Impact
Email should be the primary means by which someone you already know, visits your site or interacts with your brand online.
Database Size
Send Frequency
Subject Lines
Data Segmentation
Offer & Creative
Ord
er o
f Importa
nce
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Contact details & further reading
WHITE PAPER: SUBJECT LINES LENGTH DOES MATTER HOW TO CREATE AN EFFECTIVE SUBJECT LINE METHODOLOGY THE SECRET POWER OF THE UNOPENED EMAIL THE BEST SUBJECT LINE SEPARATORS WHAT WORDS SHOULD I AVOID IN MY EMAIL SUBJECT LINE TO ENSURE I GET TO THE INBOX? EMAIL: [email protected] LINKEDIN: HTTP://UK.LINKEDIN.COM/IN/DELAQUIST TWITTER: @DELAQUIST @ALCHEMYWORX
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Articles and blog posts by Dela Quist
What to do about inactive subscribers
Maximising ROI without overmailing – how to determine the right send
frequency for your email campaigns
Lies, Damn Lies and Statistics relating to Email
The Nudge Effect in Email Marketing
Forget Relevance it’s about value!
More