Beyond the Open Rate: It's Time to Think Reach Frequency and Impact
47
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
-
Upload
alchemy-worx -
Category
Business
-
view
16.142 -
download
0
description
What would you do if you found out that 1% of your email list was generating 20% of your revenue? You might target your big spenders in a different way or develop products aimed specifically at them; alternatively, you might look at ways of persuading the other 99% of subscribers to buy more. Both of these options rely on knowing which customers are your most valuable – but with only the blunt instruments of open and click rates available to you, you simply can’t tell. When we rely on these metrics to measure success we end up with “one size fits all” communications: any serious knowledge of our audience begins and ends with the registration process.
Transcript of Beyond the Open Rate: It's Time to Think Reach Frequency and Impact
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
Alchemy Worx Clients
How Much Time Do You Spend on Email
DMA / fast.MAP Email Tracking Study
When It Comes To SL’s People Are People
B2B B2C
“Promoting the mundane is really boring. It’s much easier to promote
new [hot] stuff, especially when there’s no ROI.”
Warren Buffet
People Hate Too Much Email
DMA Email Benchmarking Report
5c/click
Standing Out In A Crowded Inbox?
DMA / fast.MAP Email Tracking Study
DMA / fast.MAP Email Tracking Study
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
Relevance
Timing
Triggered messaging
Behavioural targeting
Current Thinking Dominated By DM
Techniques - RFM
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!
Time for a rethink?
Cost to create & send Direct Mail = $ 1 – 5..10..20….?
Cost to create & send email = $ – 0.0005
Branding is about influencing behaviour
Relevance and timing are about being influenced by behaviour
18
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.
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
Email Has A Veeerrrry Long Response Tail
Purchase From Time Of Deployment
Purchase From Time Of Last Click
DMA / fast.MAP Email Tracking Study
Not All Opens And Clicks Are Equal
Purchase To Click Ratio Over Time
Purchase To Open Ratio Over Time
Why are we so obsessed with open rates?
The Vast Majority Of Email Does Not Get Opened, No Matter Who You Are
Or What You Do
In The Inbox, The Subject Line Is The Only Part Of Your Message You Can
Guarantee Will Be Seen
The Nudge Effect: Subject Lines Influence Non-openers Too
2011 DMA Email Tracking Study
Standing Out In A 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
More Than 1 Chance To Make A Difference
An Opportunity Squandered?
Snippets Count – Use Them Too
Multiple Proposition Sl’s - Can Be Very Long
Gilt Group emails
DMA / fast.MAP Email Tracking Study
View from the Mobile
View from the Mobile
DMA / fast.MAP Email Tracking Study
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
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
47
Email-Worx: Weekly newsletter for email marketers
Subscribe at http://www.alchemyworx.com
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
