What would you do if you found out that 1% of your email list was generating 20% of your revenue? You might target your big spenders in a different way or develop products aimed specifically at them; alternatively, you might look at ways of persuading the other 99% of subscribers to buy more. Both of these options rely on knowing which customers are your most valuable – but with only the blunt instruments of open and click rates available to you, you simply can’t tell. When we rely on these metrics to measure success we end up with “one size fits all” communications: any serious knowledge of our audience begins and ends with the registration process.

1. Beyond the Open Rate: It’s Time to Think
Reach Frequency and Impact!
Presented by: Dela Quist @DelaQuist http://uk.linkedin.com/in/delaquist
CEO Alchemy Worx @alchemyworx

2. Alchemy Worx Clients

3. How Much Time Do You Spend on
Email

4. DMA / fast.MAP Email Tracking Study

5. When It Comes To SL’s People Are People
B2B B2C

7. “Promoting the mundane is really
boring. It’s much easier to promote
new [hot] stuff, especially when
there’s no ROI.”
Warren Buffet

9. People Hate Too Much Email
DMA Email Benchmarking Report

10. 5c/click

11. Standing Out In A Crowded Inbox?

12. DMA / fast.MAP Email Tracking Study

13. DMA / fast.MAP Email Tracking Study

14. People’s view of frequency is
subjective
• Trusted brands treated differently
• Brand advocates underestimate frequency
• Sign up to very few 10 or less so inbox is
competition free
• Email from trusted brand much more likely to
be called relevant
• Seasonality

15. Current Thinking Dominated By DM
Techniques - RFM
 Relevance
 Timing
 Triggered messaging
 Behavioural targeting

16. In Effect What We Are Trying To Do Is Get
Everyone To Open, Click And Buy Every Time
They Get An Email From Us - By Sending Fewer
And Fewer Messages!

17. Time for a rethink?
Cost to create & send Direct Mail = $ 1 – 5..10..20….?
Cost to create & send email = $ – 0.0005

18. Branding is about influencing
behaviour
Relevance and timing are about
being influenced by behaviour
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19. Target Setting
• Send Volume can be easily
altered by you and has a
very strong influence on the
number of subscribers
opening each message.
• In order to elicit an open
from the subscriber base,
you need to send 6 messages
• In order to generate a single
click, you need to get 4
opens
• These measures can be used
by you to determine the
volume of messages that
need to be sent in order to
meet open and click based
targets.

20. Calculation of Secondary KPIs
Sent
• On average, to generate an additional
£100 in revenue, you will need to:
– Send 335 messages
– 48 opens
– 7 unique clicks
– 10 total clicks
– 1 unique transaction
– 1 purchaser
Sent Sent

21. Email Has A Veeerrrry Long
Response Tail

22. Purchase From Time Of Deployment

23. Purchase From Time Of Last Click

24. DMA / fast.MAP Email Tracking Study

25. Not All Opens And Clicks Are Equal

26. Purchase To Click Ratio Over Time

27. Purchase To Open Ratio Over Time

28. Why are we so obsessed with
open rates?

29. The Vast Majority Of Email Does Not
Get Opened, No Matter Who You Are
Or What You Do

30. In The Inbox, The Subject Line Is The
Only Part Of Your Message You Can
Guarantee Will Be Seen

31. The Nudge Effect: Subject Lines Influence Non-
openers Too

32. 2011 DMA Email Tracking Study

33. Standing Out In A Crowded Inbox?

34. More Than 1 Chance To Make A Difference

35. More Than 1 Chance To Make A Difference:
Make Them Work Together

36. More Than 1 Chance To Make A Difference

37. More Than 1 Chance To Make A Difference

38. An Opportunity Squandered?

39. Snippets Count – Use Them Too

40. Multiple Proposition Sl’s - Can Be Very Long
Gilt Group emails

41. DMA / fast.MAP Email Tracking Study

42. View from the Mobile

43. View from the Mobile

44. DMA / fast.MAP Email Tracking Study

45. BRANDING = Reach Frequency Impact
Email should be the Database Size
primary means by which
Order of Importance
someone you already Send Frequency
know, visits your site or
interacts with your brand Subject Lines
online. Data
Segmentation
Offer & Creative

46. Contact details & further reading
WHITE PAPER: SUBJECT LINES LENGTH DOES MATTER
HOW TO CREATE AN EFFECTIVE SUBJECT LINE METHODOLOGY
THE SECRET POWER OF THE UNOPENED EMAIL
THE BEST SUBJECT LINE SEPARATORS
WHAT WORDS SHOULD I AVOID IN MY EMAIL SUBJECT LINE TO ENSURE I GET TO THE INBOX?
EMAIL: DELA@ALCHEMYWORX.COM
LINKEDIN: HTTP://UK.LINKEDIN.COM/IN/DELAQUIST
TWITTER: @DELAQUIST @ALCHEMYWORX

47. More
Email-Worx: Weekly newsletter for email marketers
Subscribe at http://www.alchemyworx.com
Articles and blog posts by Dela Quist
What to do about inactive subscribers
Maximising ROI without overmailing – how to determine the right send
frequency for your email campaigns
Lies, Damn Lies and Statistics relating to Email
The Nudge Effect in Email Marketing
Forget Relevance it’s about value!
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