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; ...

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

  • 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
  • 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 ROI.” Warren Buffet
  • 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 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
  • 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 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 behaviour18
  • 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 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
  • 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 Order of Importancesomeone you already Send Frequencyknow, visits your site orinteracts with your brand Subject Linesonline. Data Segmentation Offer & Creative
  • 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
  • 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