Elisabeth explained how MyOptique Group have been on a journey of continuous improvement: refining data quality and implementing a testing plan to meet KPIs around new customer acquisition, customer engagement and conversion rates. She reflected on the challenges they have faced, how they overcame them and the exceptional impact this strategy has had on their email ROI.

2. •
•
•
•
•

3. 3

4. •
•
•
•

7. RpK
Audience (send count)
OR
CTR
CR
AOV
Send Count
x
Open Rate
x
Click Through Rate
x
Conversion Rate
x
Average Order Value
=
Revenue per 1000 Sent

8. •
•
•
•
•
•
•

12. •
•
•
•
•
•
•
•
•

13. OR
2016 12.5%
2017 16.0%
Diff +28%

14. •
•
•
•
•
•
•
•

15. OR CTR CR AOV RpK
Name + details 11.3% 6.7% 2.8% £133 £28
Name only 11.1% 9.0% 2.0% £115 £23
Difference -1.2% +34.1% -28.9% -13.4% -18.4%

16. •
•
•
•
•
•
•
•

20. CR
2016 1.7%
2017 3.1%
Difference +82.3%

21. •
•
•
•
•
•
•
•
•
•
•
•
•
•

25. OR CTR CR AOV RpK
20% off 13.6% 3.9% 4.8% £97 £25
25% off 13.6% 4.3% 5.2% £107 £33
Diff +0.6% +8.9% +9.3% +9.8% +31.6%

26. RpK
Audience (send count)
OR
CTR
CR
AOV
Send Count
x
Open Rate
x
Click Through Rate
x
Conversion Rate
x
Average Order Value
=
Revenue per 1000 Sent

28. •
•
•
•