Moneyball for email marketing


Published on

Use data to increase your open rate, click-through-rate, and engagement in email marketing.

Published in: Marketing, Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Moneyball for email marketing

  1. 1. Moneyball for email marketing: Using data to improve your sends True University Elizabeth Yin June 17, 2014
  2. 2. Who am I? ● Elizabeth Yin ● Co-founder LaunchBit ● BSEE Stanford ● Product team at Google
  3. 3. Today's talk is on ● How to Improve Your ○ Open rate ○ Click-through-rate
  4. 4. Open Rate
  5. 5. Letter from a YC founder Hey guys, We're a little concerned about some the stats on our open rates, how often people complain or unsubscribe, etc. So we'd love to talk to someone with about their experiences and maybe review our campaign performance stats with us. Thanks! [Founder]
  6. 6. A pretty good “open rate” is ~20% (Histogram of thousands of publishers analyzed)
  7. 7. But open rates decline... Hi Jennifer, I have a question. Our open rate keeps going down and I have no clue what’s going on there. From your experience, could you tell me what seems to be the problem? It’s getting worse and worse. We’d like to stop this as soon as possible. Could you give us your advice on this? Thank you, [Name of email marketer]
  8. 8. In fact, you need to look at cohorts...
  9. 9. What does average open rate really mean? People open on average every 2-3 sends You can increase your open rate...
  10. 10. 2 good ideas and 1 bad idea to improve your open rate
  11. 11. Test subject lines - usually a BAD IDEA ● Unless you are running transactional emails ● Unless you have a 100k+ list
  12. 12. ● Off-hour such as 8:37 ● Before/after holidays ● When you know subscribers open Send at a different time
  13. 13. Change up your subject lines ● Reduce number of characters ● Special characters ● Ask a question ● Be vague ● Use different diction
  14. 14. Click-through-rate
  15. 15. 66k campaigns 300M emails
  16. 16. Most people click on the first or second link (< 5 links) Call to action should be the first or second link
  17. 17. But did most have only 1 link? # of Campaigns w/ just 1 link # of Campaigns w/ just 2 links # of clicks on link position 1 131,914 72,003 # of clicks on link position 2 --- 163,419
  18. 18. Doing the math... 203k clicks on link position #1 for emails with just one or two links 1.5M clicks on link position #1 for all emails => 13% 163k clicks on link position #2 for emails with just two links 2M clicks on link position #2 for all emails => 8% Only a small percentage of clicks are attributed to emails with just one or two emails
  19. 19. People click "evenly" on 5+ link emails Having too many links reduces your call to action
  20. 20. Reduce your links
  21. 21. Digest layouts “teach” people to click: strong impact on click-through-rate Digest: 44.2% click-through-rate vs. Non-digest: 17.8% click-through-rate
  22. 22. Non-black fonts have a significant impact on click-through-rate Non-black font: 36.4% click-through- rate vs. Black font: 18.9% click-through-rate
  23. 23. One-column newsletters have a low impact on click-through-rate One column: 27.7% click-through-rate vs. Multi-column: 17.5% click-through-rate
  24. 24. Get more stats & case studies..for free!
  25. 25. Thank you! ● Questions? Email me: elizabeth [at] launchbit [dot] com ● Follow me at @launchbit