The document discusses testing follow up emails targeting recent customers. The test achieved a 54.72% open rate, 8.85% click-through rate, and $2,727.66 in revenue. It recommends continuing re-marketing emails every two weeks to improve metrics, increase revenue from recent customers, and increase ROI. Suggestions include creating a dedicated promo code and landing page for each email and periodically testing new subject lines.

1. EMAIL RE-EMAIL RE-
MARKETINGMARKETING
Follow Up Emails Targeting Recent
ConvertersNov./Dec. 2013

2. EMAIL RE-MARKETING TESTEMAIL RE-MARKETING TEST
Follow Up Emails Targeting Recent
Converters
Potential benefits:
• Improve email marketing performance (metrics) with a direct and simple
message.
• Increase email marketing revenue by targeting recent converters (book
buyers).
• Increase ROI by cutting costs – can be accomplished by eliminating the
need for additional campaigns and use of resources (including marketing
managers, copywriters, and graphic designers).

3. Follow Up Emails Targeting Recent
Converters
Details of test:
• Series included 6
sends beginning in Nov.
& ending in Dec.
• Series was sent to
recent converters from
September through the
beginning of November
2013.
• Remainder of series
was sent to recent
converters from the
previous 1–2 weeks only
and excluded
conversions from the
previous list(s).
• Total number of
contacts targeted 654

4. Follow Up Emails Targeting Recent
Converters
Results:
• Average open rate
54.72%
• Average click-
through rate 8.85%
• Revenue $ 2,727.66
(Revenue figure reported as of 1/2/14 is
preliminary)
Side note: It is interesting to also note
that these re-marketing campaigns had
zero opt-outs.

5. Follow Up Emails Targeting Recent
Converters
What does this mean?
• Re-marketing
achieved a 68%
increase in open
rate over the
average open rate
for all other Nov. &
Dec. campaigns.
• Re-marketing
achieved a 75%
increase in CTR
over the average
CTR for all other
Nov. & Dec.
campaigns
• Re-marketing
brought in
additional
revenue

6. EMAIL RE-MARKETINGEMAIL RE-MARKETING
PROPOSALPROPOSAL
Follow Up Emails Targeting Recent
Converters
Therefore, we should continue email re-marketing to continue to:
• Improve email marketing performance (metrics)
• Increase email marketing revenue by targeting recent converters (book
buyers)
• Increase ROI by cutting costs
For these re-marketing campaigns, we should expect at least an average open
rate of 50%, an average CTR of 7% and additional revenue of $2,000 per month
or more.

7. EMAIL RE-MARKETINGEMAIL RE-MARKETING
PROPOSALPROPOSAL
Follow Up Emails Targeting Recent
Converters
Recommended implementation:
• Rather than use the same promo code for each send as done during
testing, it will be best to create a DEDR for each piece along with a
separate promo code.
o Allows for less complicated reporting
o Allows for review and analysis to continue improving email
marketing performance
• An email re-marketing campaign should be sent every two weeks
beginning in January.
o Sending once a month is a time consuming task for the List and
Database Admin. However, sending once per week is too often.
o Sending every two weeks gives just the right amount of time for the
list work to be completed and should not cause list exhaustion.

8. EMAIL RE-MARKETINGEMAIL RE-MARKETING
PROPOSALPROPOSAL
Follow Up Emails Targeting Recent
Converters
Other recommendations:
• Review and analyze the results
o After the first full month
o If revisions to the process or email are made, additional reviews
and analysis should take place on a monthly basis after each
change.
o Should there be no changes, another review and analysis should
occur after six months of email re-marketing.
(Other recommendations continued on next slide).

9. EMAIL RE-MARKETINGEMAIL RE-MARKETING
PROPOSALPROPOSAL
Follow Up Emails Targeting Recent
Converters
Other recommendations (continued):
• Periodically run subject line tests
o Subject line testing can begin after the first month’s round of re-
marketing.
o The current subject line for email re-marketing is “A Special Thank
You Treat.”
o Other subject line suggestions to test include:
• Thank You for Your Loyalty
• You’re Awesome and We Know It
• Look Inside for Your Special Thank You Treat

10. EMAIL RE-MARKETINGEMAIL RE-MARKETING
PROPOSALPROPOSAL
Follow Up Emails Targeting Recent
Converters
Other recommendations (continued):
• Periodically run subject line tests
o Subject line testing can begin after the first month’s round of re-
marketing.
o The current subject line for email re-marketing is “A Special Thank
You Treat.”
o Other subject line suggestions to test include:
• Thank You for Your Loyalty
• You’re Awesome and We Know It
• Look Inside for Your Special Thank You Treat