5 things I learned about email relevancy

•

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From sending 53 million emails at Conversio, here's five things I learned about how to make emails relevant to the recipients plus the quantitive results showing the performance improvements that relevancy gives you.

Marketing

…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%

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
doesn’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

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 like!
Email Design Podcast - Episode #50: http://bit.ly/EDPBecs

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5 things I learned about email relevancy

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. 3. Get the timing right

16.

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

18. Results

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

20. 4. Listen to needs

21. We built our own preference centre!

22. Results

23. • 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%

24. 5. Meaningful emails doesn’t always mean big shiny emails

25. • 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

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

27. Subject Line: Need help with Conversio Newsletters?

28. Results

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

30. 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

31.

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

5 things I learned about email relevancy

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