increase open rate using behaviour data - case study
DESCRIPTION
Increase Open Rate using behaviour data - case study - presented at TFMA - London 2014TRANSCRIPT
Todays Menu
- WHY the subject line matter ?
- WHAT the subject line should be ?
- WHEN to send the email ?
- HOW to increase relevancy ?
- CASE STUDY – WWW.004.DE
The WHY !
- Last year 44% of email recepient made at least 1 purchase based on EMAIL.
- The FROM is your creditability, who you really are
- Subject line is (one of) the KEY for opening your email
The Ingredients
- Sender: FROM is your creditability, who you really are
- Don’t confuse your audience! Make it clear!
- TO : Your recepient
- Where Quality is better than Quantity
- Subject line is (one of) the KEY for opening your email
The WHAT !!!
- 50 character or less
- Personal
- Timely
- Convey Benefit
- High Affinity to brands/experience/activity
- Valuable Information
Personal - Me, Me, Me !!!
- People think of themself first...and the most too.
- Thank you [your name], for your last purchase
- Join us in [city you live] tomorrow
- Exclusive [company name] offer, extended for you too
- What [your industry people] need to know
Timely
- „Your February website stats”
- „Eagle’s Nest Camp – important travel information”
- „Invitation for Smith and Johnson’s Snow Ball”
- „Open houses in Mountain View, CA”
Time sensivity
Source: Neel Shivdasani, Mailchimp
Benefit – What’s in it for me?
- Show VALUE in the first 2 words !
- „Top 10 rules of...”
- „Your copy..”
- AVOID hard sell !
- „Buy now”
- „Must See Offer”
- „Everybody wants to buy but no one wants to be sold”
Affinity word cloud
Subject line DATA – www.004.de
004.de case study – energy affinity segmenting
- Selected those who opened or clicked ENERGY SAVING related words
- Created relavant offer to Affinity and Reference group
- And the results:
- 68% open vs 44% open
004.de case study
• PersonalizationEach newslettersubscriber will get most relevant keywords ofstatic newslettercontent in thesubject
• Result15% lift in conversion
NewsletterSubscriber
Keyword Affinities
Static Newsletter Content
Best fitting Keyword(s) included in subject
Tuner
Epson
WashingMachine
The WHEN ?
- Mobile usage UP but Conversion lags Desktop
- Desktop 1x vs Mobile 0,3x
- Goal : Reach your customers on their desktop/tablet to 3x conversion rate
Usage pattern
Increase relevancy
- Trigger/automated email open rate 45-55% vs 10-12% newsletter
- You set it once and it works automaticaly
- Best ROI !
Welcome email (series)
- Send immediately (or ASAP) after sign up
- Reiterate the value of the subscription
- Cross promote
- Social media
- Shop now
Abandoned Cart Emails
- Send within 2-3 hour, 1-2 days and 3-4 days after customer leaves items in their cart
- Reiterate the value of the product and answer common objections
- Doesn’t have to be offer based
- Offer similar suggestions
Transactional emails
- Cross-sell and upsell with the „receipt”
New customer emails
- Send a week after new customer’s first purchase
- Thank them !
- Offer similar or suggested product
- Remember RFM rules
- Where is for R – Reach
- Strike while the iron is hot !
New customer survey
- Offer coupon in exchange for a quick feedback survey:
- You are listening to them
- They have earned it, so they use it!
Refferal campaigns
- Offer for you, offer for me
- 9-13% conversion rate
Inactive win back campaign
- 6, 9 or 12 months without activity
- No opens, no clicks, no login, no buys
- Subject line should be clear
- We miss you, come back
- If they don’t reactivate, move them separate group or remove them
Product refill reminder
- Refill suggestion, when the product is about to run out
- Offers are optional
Product review email
- Review request after adequate time to use the product
- Use as a form of quick follow up customer service
While, we don’t take advantage of these emails
