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A Year in Email at the Guardian
Maya Bull, Head of CRM
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My challenge…
3. Feel reassured that we all have the same challenges
2. Confirm what you already know
1. Gold nugget
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Agenda
5 Things I’ve learned from email this year
Thinking ahead …
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1. Email frequency : more is more
Increased email frequency increases engagement AND sales
Sending Bookshop newsletter X 2 per week:
Sunday email saw:
20% uplift in open rate
45% uplift in click through rate
123% uplift in revenue
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1. Email frequency : more is more
Increased email frequency increases engagement AND sales
Sending Gardening newsletter X 2 per week:
73% uplift in ARPU
164% uplift in revenue
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2. … Apart from when it comes to copy
Short copy wins in testing.
Membership acquisition
Short copy:
140% uplift in click through rate
Always.
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2. … Apart from when it comes to copy
Guardian Shorts
Short copy:
20% uplift in click through rate
Short copy wins in testing.
Always.
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3. Personalisation works …
Masterclasses newsletter:
Dynamic content block based on ‘click category’
22% increase in click throughs
15% increase in average number of orders
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4. So does targeting
Cottage Breaks
Cottage clickers vs control:
124% uplift in open rate
333% uplift in click through rate
420% uplift in click to order rate
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4. So does targeting
Next Best Product Model segments vs control
Gardening newsletter:
44% uplift in click to order rate
Clothing newsletter:
30% uplift in click to order rate
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5. More people are reading email on their mobiles
Email opens on mobile have increased by over 30%
