Emailing2020 - 5 things I learned about relevancy from sending 53 millions emails

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Becs Kemm

My talk from Emailing2020 in 2017 discussing email marketing tips I learned that you can apply to your own emails

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

What does relevancy
mean in the context of
email marketing?

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

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

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

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

Subject Line:
New: Custom Segments - time to
say goodbye to
[Mailchimp/Klaviyo]?
Are you ready for Custom
Segments?

Premium Active Free Users
Inactive (Store
Disconnected)
Inactive (No Orders)
Mailchimp
Open rate: 39%
Click rate: 4%
Open rate: 28%
Click rate: 1%
Open rate: 22%
Click rate: 1%
Open rate: 11%
Click rate: 1%
Klaviyo
Open rate: 33%
Click rate: 5%
Open rate: 27%
Click rate: 3%
Open rate: 20%
Click rate: 1%
Open rate: 15%
Click rate: 1%
Everyone Else
Open rate: 19%
Click rate: 1%
Open rate: 20%
Click rate: 0.3%
Open rate: 6%
Click rate: 0.2%
Open rate: 12%
Click rate: 0.5%

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

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

• 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%

5.
Meaningful emails
don’t always mean big
shiny emails

• 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

Paul Jarvis, FixFail
MailChimp for Agencies
Issue 55

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

Subject Line: Need help with Conversio Newsletters?

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

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

@becskr
Ta very much!
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Emailing2020 - 5 things I learned about relevancy from sending 53 millions emails

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

10.

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. Subject Line: New: Custom Segments - time to say goodbye to [Mailchimp/Klaviyo]? Are you ready for Custom Segments?

16. Results

17. Premium Active Free Users Inactive (Store Disconnected) Inactive (No Orders) Mailchimp Open rate: 39% Click rate: 4% Open rate: 28% Click rate: 1% Open rate: 22% Click rate: 1% Open rate: 11% Click rate: 1% Klaviyo Open rate: 33% Click rate: 5% Open rate: 27% Click rate: 3% Open rate: 20% Click rate: 1% Open rate: 15% Click rate: 1% Everyone Else Open rate: 19% Click rate: 1% Open rate: 20% Click rate: 0.3% Open rate: 6% Click rate: 0.2% Open rate: 12% Click rate: 0.5%

18. 3. Get the timing right

19.

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

21. Results

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

23. 4. Listen to needs

24. We built our own preference centre!

25. Results

26. • 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%

27. 5. Meaningful emails don’t always mean big shiny emails

28. • 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

29. Paul Jarvis, FixFail MailChimp for Agencies Issue 55

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

31. Subject Line: Need help with Conversio Newsletters?

32. Results

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

34. 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

35.

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

Editor's Notes

Elevator pitch: all-in-one marketing dashboard For stores like WooCommerce, Shopify and BigCommerce Receipts, abandoned carts, followup emails and newsletters which you can generate unique discount coupons Widgets like product recommendations, product reviews and predictive search
Asking isn’t always the most honest indication of what a user wants/needs
Don’t just reproduce the data - use it to demonstrate you know the customer
This person bought chocolate soya protein
Not feature complete Our feature: Cheaper than Yotpo We used a crawler
Onboarding SaSS
Churn
Intercom doesn’t offer a preference centre so we built our own Many of our oldest subscribers weren’t aware of the features because they’d unsubscribed Want to have impact particularly when we introduce new features We took it a step further and made it smart
Email to get people using our features Concierge service
Join our Facebook group Become a mentor, or a mentee to progress your career Learn about speaking opportunities

Emailing2020 - 5 things I learned about relevancy from sending 53 millions emails

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Editor's Notes