Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

0

Share

Download to read offline

A year in email - Maya Bull

Download to read offline

A year in email - Maya Bull

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

A year in email - Maya Bull

  1. 1. 1 A Year in Email at the Guardian Maya Bull, Head of CRM
  2. 2. 2 My challenge… 3. Feel reassured that we all have the same challenges 2. Confirm what you already know 1. Gold nugget
  3. 3. 3 Agenda 5 Things I’ve learned from email this year Thinking ahead …
  4. 4. 4 1. Email frequency : more is more Increased email frequency increases engagement AND sales Sending Bookshop newsletter X 2 per week: Sunday email saw: 20% uplift in open rate 45% uplift in click through rate 123% uplift in revenue
  5. 5. 5 1. Email frequency : more is more Increased email frequency increases engagement AND sales Sending Gardening newsletter X 2 per week: 73% uplift in ARPU 164% uplift in revenue
  6. 6. 6 2. … Apart from when it comes to copy Short copy wins in testing. Membership acquisition Short copy: 140% uplift in click through rate Always.
  7. 7. 7 2. … Apart from when it comes to copy Guardian Shorts Short copy: 20% uplift in click through rate Short copy wins in testing. Always.
  8. 8. 8 3. Personalisation works … Masterclasses newsletter: Dynamic content block based on ‘click category’ 22% increase in click throughs 15% increase in average number of orders
  9. 9. 9 4. So does targeting Cottage Breaks Cottage clickers vs control: 124% uplift in open rate 333% uplift in click through rate 420% uplift in click to order rate
  10. 10. 10 4. So does targeting Next Best Product Model segments vs control Gardening newsletter: 44% uplift in click to order rate Clothing newsletter: 30% uplift in click to order rate
  11. 11. 11 5. More people are reading email on their mobiles Email opens on mobile have increased by over 30%
  12. 12. 12 Confirm what you already know Pause for thought…
  13. 13. 13 Email works! 5 things I’ve learnt Guesswhat?
  14. 14. 14 Email works! 5 things I’ve learntreminded myself of Guesswhat?
  15. 15. 15 Email works! Essentials newsletter : incremental changes through testing have driven 103% increase in revenue
  16. 16. 16 Email works! Entertainment newsletter : incremental changes through testing have driven 120% increase in revenue
  17. 17. 17 The future …
  18. 18. 18http://www.theguardian.com/why-your-data-matters Thinking ahead
  19. 19. 19 Why your data matters to us
  20. 20. 20 ? Questions Email: maya.bull@theguardian.com

A year in email - Maya Bull

Views

Total views

547

On Slideshare

0

From embeds

0

Number of embeds

2

Actions

Downloads

3

Shares

0

Comments

0

Likes

0

×