@becskr

Say no to spray and prayBecs Rivett

@becskr

What is spray and pray?

@becskr

@becskr

S

E

E

A

T

@becskr

Stop

Emailing

Everyone

All the

Time

@becskr

There’s another way…

• Contextual relevancy

• Creating a preference centre

• Using historical data

@becskr

“You don’t need

lukewarm well-wishers.

You’re looking for

raging fans.”

http://rebootauthentic.com/the-sales-simplicity-series-how-not-to-spray-and-pray/

@becskr

I’m not an analyst…• How much data do you

have to work with?

• Understand the

customer’s repeat

purchase cycle

• Learn about your

customers in order to

make data decisions

@becskr

A case study

• Email opted-in list size: 700k

• Customer purchase history: Last 12 months

• Control group size: 20%

@becskr

Purchase dataTotal items sold: 792,369

Total customers with sales > 0 (minus returns) :

232,264

No of items sold per customer

• 1-2 items – 56.11% of customers

• 3-5 items – 28.34% of customers

• 6+ items – 15.55% of customers

@becskr

Allocating preferences

• Calculate how much of each type of product

customer has bought

• Then calculate that as a percentage of total

purchases

@becskr

Email setup

@becskr

Applying preferences

• 76-100% in one department – 6 slots

• 51%-75% in one department – 4 slots

• 26-50% in one department – 3 slots

• 0-25% in one department – 2 slots

@becskr

Email results

• Clicks: 0.4% higher

@becskr

Order results

• Conversions: 21% higher with preferences

• Revenue: 23% higher with preferences

@becskr

Don’t over-target though

11 emails over 2 weeks

@becskr

And it’s ok sometimes…

• Discounts

• Sales

• Occasional new products

• Season launch

• Terms and conditions changes