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Ben Hoare, Lewisham Council


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Ben Hoare, Lewisham Council

  1. 1. What do people click on?
  2. 2. What do people click on?27% 3%70%
  3. 3. Which subject line is better?51 brilliant things to do this winterRemember, remember: Blackheath fireworks
  4. 4. Which subject line is better?51 brilliant things to do this winter 47.25%Remember, remember: Blackheath fireworks 52.75% 5.5% difference – on a mailing list of 3,000 this amounts to 165 people.
  5. 5. Which day of the week?Sunday Tuesday
  6. 6. Which day of the week?Sunday Tuesday46.4% opened 46.2% opened23% clicked 25% clicked
  7. 7. Does segmenting help?Easter holiday activitiesMoney off beauty treatmentsGarden waste sites open againCelebrate your local markets
  8. 8. Does segmenting help?YES. Average open rate went up from 46% to 70%.Clicks rose from 20% to 55%.
  9. 9. What next?More segmenting – deliver personalisedcontent according to peoples interestsSimpler design – move away from usingdesign to steer people and focus on relevancefor the readerMore testing....