Beyond the Open Rate: It’s Time to Think      Reach Frequency and Impact!Presented by: Dela Quist   @DelaQuist http://uk.l...
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 reallyboring. It’s much easier to promote  new [hot] stuff, especially when          there’s no ...
People Hate Too Much EmailDMA 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 ...
Current Thinking Dominated By DM          Techniques - RFM Relevance Timing Triggered messaging Behavioural targeting
In Effect What We Are Trying To Do Is Get Everyone To Open, Click And Buy Every TimeThey Get An Email From Us - By Sending...
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 behaviou...
Target Setting•   Send Volume can be easily    altered by you and has a    very strong influence on the    number of subsc...
Calculation of Secondary KPIs                                             Sent •   On average, to generate an additional  ...
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 NotGet 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 LongGilt 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 ImpactEmail should be the          Database Sizeprimary means by which                         ...
Contact details & further readingWHITE PAPER: SUBJECT LINES LENGTH DOES MATTERHOW TO CREATE AN EFFECTIVE SUBJECT LINE METH...
More Email-Worx: Weekly newsletter for email marketers Subscribe at http://www.alchemyworx.comArticles and blog posts by D...
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
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Beyond the Open Rate: It's Time to Think Reach Frequency and Impact

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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.

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Beyond the Open Rate: It's Time to Think Reach Frequency and Impact

  1. 1. Beyond the Open Rate: It’s Time to Think Reach Frequency and Impact!Presented by: Dela Quist @DelaQuist http://uk.linkedin.com/in/delaquistCEO Alchemy Worx @alchemyworx
  2. 2. Alchemy Worx Clients
  3. 3. How Much Time Do You Spend on Email
  4. 4. DMA / fast.MAP Email Tracking Study
  5. 5. When It Comes To SL’s People Are People B2B B2C
  6. 6. “Promoting the mundane is reallyboring. It’s much easier to promote new [hot] stuff, especially when there’s no ROI.” Warren Buffet
  7. 7. People Hate Too Much EmailDMA Email Benchmarking Report
  8. 8. 5c/click
  9. 9. Standing Out In A Crowded Inbox?
  10. 10. DMA / fast.MAP Email Tracking Study
  11. 11. DMA / fast.MAP Email Tracking Study
  12. 12. 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
  13. 13. Current Thinking Dominated By DM Techniques - RFM Relevance Timing Triggered messaging Behavioural targeting
  14. 14. In Effect What We Are Trying To Do Is Get Everyone To Open, Click And Buy Every TimeThey Get An Email From Us - By Sending Fewer And Fewer Messages!
  15. 15. Time for a rethink?Cost to create & send Direct Mail = $ 1 – 5..10..20….?Cost to create & send email = $ – 0.0005
  16. 16. Branding is about influencing behaviour Relevance and timing are about being influenced by behaviour18
  17. 17. 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.
  18. 18. Calculation of Secondary KPIs Sent • 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
  19. 19. Email Has A Veeerrrry Long Response Tail
  20. 20. Purchase From Time Of Deployment
  21. 21. Purchase From Time Of Last Click
  22. 22. DMA / fast.MAP Email Tracking Study
  23. 23. Not All Opens And Clicks Are Equal
  24. 24. Purchase To Click Ratio Over Time
  25. 25. Purchase To Open Ratio Over Time
  26. 26. Why are we so obsessed with open rates?
  27. 27. The Vast Majority Of Email Does NotGet Opened, No Matter Who You Are Or What You Do
  28. 28. In The Inbox, The Subject Line Is The Only Part Of Your Message You Can Guarantee Will Be Seen
  29. 29. The Nudge Effect: Subject Lines Influence Non- openers Too
  30. 30. 2011 DMA Email Tracking Study
  31. 31. Standing Out In A Crowded Inbox?
  32. 32. More Than 1 Chance To Make A Difference
  33. 33. More Than 1 Chance To Make A Difference: Make Them Work Together
  34. 34. More Than 1 Chance To Make A Difference
  35. 35. More Than 1 Chance To Make A Difference
  36. 36. An Opportunity Squandered?
  37. 37. Snippets Count – Use Them Too
  38. 38. Multiple Proposition Sl’s - Can Be Very LongGilt Group emails
  39. 39. DMA / fast.MAP Email Tracking Study
  40. 40. View from the Mobile
  41. 41. View from the Mobile
  42. 42. DMA / fast.MAP Email Tracking Study
  43. 43. BRANDING = Reach Frequency ImpactEmail should be the Database Sizeprimary means by which Order of Importancesomeone you already Send Frequencyknow, visits your site orinteracts with your brand Subject Linesonline. Data Segmentation Offer & Creative
  44. 44. Contact details & further readingWHITE PAPER: SUBJECT LINES LENGTH DOES MATTERHOW TO CREATE AN EFFECTIVE SUBJECT LINE METHODOLOGYTHE SECRET POWER OF THE UNOPENED EMAILTHE BEST SUBJECT LINE SEPARATORSWHAT WORDS SHOULD I AVOID IN MY EMAIL SUBJECT LINE TO ENSURE I GET TO THE INBOX?EMAIL: DELA@ALCHEMYWORX.COMLINKEDIN: HTTP://UK.LINKEDIN.COM/IN/DELAQUISTTWITTER: @DELAQUIST @ALCHEMYWORX
  45. 45. More Email-Worx: Weekly newsletter for email marketers Subscribe at http://www.alchemyworx.comArticles and blog posts by Dela QuistWhat to do about inactive subscribersMaximising ROI without overmailing – how to determine the right sendfrequency for your email campaignsLies, Damn Lies and Statistics relating to EmailThe Nudge Effect in Email MarketingForget Relevance it’s about value! 47

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