From sending 53 million emails at Conversio, here's five things I learned about how to make emails relevant to the recipients plus the quantitive results showing the performance improvements that relevancy gives you.

1. …from sending 53 million emails
5 things I learned
about relevancy

3. What does relevancy
mean in the context
of email marketing?

4. Relevancy works two ways:
• Ask people what they want to hear about
- preference centres, interests etc.
• Understand their behaviour -
transactional history, on-site/app
behaviour, stalk them

5. 1.
Personalisation
!= First Name

6. Real personalisation

7. Results

8. 50% revenue increase vs.
no product recommendation
Per click in an email with
similar products in,
customers spent 27% more

9. 2.
Target the
right people

11. Subject Line:
Give Yotpo the
heave-ho

12. Subject Line:
Product Reviews?
They're included in
your plan!

13. Results

14. Yotpo:
• Open Rate: 50%
• Click Rate: 14%
Non-Yotpo:
• Open Rate: 35%
• Click Rate 3%

15. 3.
Get the
timing right

17. Sent:
Day 3 after signup
Subject Line:
[Video Tutorial] Switch on
Receipts
in 7 minutes

18. Results

19. • Open Rate: 25%
• Click: 3%
• People who would otherwise
have churned: 9%

20. 4.
Listen to
needs

21. We built
our own
preference
centre!

22. Results

23. • People total unsubscribed before the
introduction of preference centre: 17%
• People totally unsubscribed who signed up
after the preference centre: 6%
• Combined (old & new subscribers): 15%

24. 5.
Meaningful emails
doesn’t always mean
big shiny emails

25. • We should try to be more human & empathetic
• Alex Kelly’s Mailchimp for Agencies
http://bit.ly/humanEmail
• Grigoriy Kogan wrote a post “Don’t Design Your
Emails”
• http://bit.ly/noEmailDesign
• Higher open rates & 3.3x more clicks

26. Subject Line:
Introducing New Newsletter
Features + Upgrade And
We'll Help You Switch

27. Subject Line: Need help with Conversio Newsletters?

28. Results

29. Not-so-shiny:
• Open Rate: 34%
• Uptake: 4%
Shiny:
• Open Rate: 29%
• Uptake: 2%

30. Summary
• Personalise on a deeper level than just their
name
• Target as accurately as you possibly can
• Send just when they need it
• Listen to (some of) what they want (but not
always)
• Acting more like a human works well

32. @becskr
Ta very much like!
Email Design Podcast - Episode #50: http://bit.ly/EDPBecs