Lessons Learnt From Sending Over 3.5 Billion Emails
Lessons learnt from sending over 3.5 billion emails
Love good value
DiscountVouchers (veteran emailer) has been in the business of
driving incremental revenue and pleasing consumers with daily
offers via email since 2006!
Pretty old school TBH
Not the biggest
Very lean team
From Traffic Driven By Us
£3,600,000 Revenue Generated
71,000,000 Emails Opened
Which channels do you expect to have the most
Email is still out in front! Great retention channel.
Treat each of your customers like the
individuals they are
Not as a cohort
Or a segment
…Or a demographic
If not, looking at just my age, home ownership status,
marital status this is what I get advertised
Click Through Rate
List size - Engaged!
They can really only say for sure what they
What do customers want?
So it’s our job to work it out from their
testing and reading the data
What can we infer
from the data we
have about them
What do we know
about them from
To be useful to merchants!
• Personalization. It enables superior customer retention and stronger
acquisition, and therefore leads to sustainable,proﬁtable growth.
• Using simple ﬁeld insertion for a customer’s name can increase email open
rates by upwards of 18%
• Amazon’s recommendation engine accounts for 35% of the company’s
revenue, which shows that the right product recommendations are invaluable
• Collaborative ﬁltering - also known as “those who bought this also bought that,”
is similar to making recommendations based on what’s trending.
• Personalise email send time
• Interest-based recommendations
Move Beyond Segmented Demographics
Knowledge is Power
Go at least 5
for your most
shopping list for
ﬁnding new usersTheme
Leveraging Wisdom of the Crowd
Personalization Built on Predictions
Single User Proﬁle: Lifetime View of
Rules on Deals Selected by
User Interest Behavioural Predictions
Interest based personalisation
Higher open rates
Higher Click through rates
Visibility of what your best customer looks like