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Ben Hoare, Lewisham Council

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What do people click on?
What do people click on? 27% 3% 70%
Which subject line is better? 51 brilliant things to do this winter Remember, remember: Blackheath fireworks
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.
Which day of the week? Sunday Tuesday
Which day of the week? Sunday Tuesday 46.4% opened 46.2% opened 23% clicked 25% clicked
Does segmenting help? Easter holiday activities Money off beauty treatments Garden waste sites open again Celebrate your local markets
Does segmenting help? YES. Average open rate went up from 46% to 70%. Clicks rose from 20% to 55%.
What next? More segmenting – deliver personalised content according to people's interests Simpler design – move away from using design to steer people and focus on relevance for the reader More testing....

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Ben Hoare, Lewisham Council

  • 1.
  • 2. What do people click on?
  • 3. What do people click on? 27% 3% 70%
  • 4. Which subject line is better? 51 brilliant things to do this winter Remember, remember: Blackheath fireworks
  • 5. 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.
  • 6. Which day of the week? Sunday Tuesday
  • 7. Which day of the week? Sunday Tuesday 46.4% opened 46.2% opened 23% clicked 25% clicked
  • 8. Does segmenting help? Easter holiday activities Money off beauty treatments Garden waste sites open again Celebrate your local markets
  • 9. Does segmenting help? YES. Average open rate went up from 46% to 70%. Clicks rose from 20% to 55%.
  • 10. What next? More segmenting – deliver personalised content according to people's interests Simpler design – move away from using design to steer people and focus on relevance for the reader More testing....