Emailing2020 - 5 things I learned about relevancy from sending 53 millions emails
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My talk from Emailing2020 in 2017 discussing email marketing tips I learned that you can apply to your own emails
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Emailing2020 - 5 things I learned about relevancy from sending 53 millions emails
- 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
- 7. Results
- 8. 50% revenue increase vs. no product recommendation Per click in an email with similar products in, customers spent 27% more
- 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. Subject Line: New: Custom Segments - time to say goodbye to [Mailchimp/Klaviyo]? Are you ready for Custom Segments?
- 16. Results
- 17. Premium Active Free Users Inactive (Store Disconnected) Inactive (No Orders) Mailchimp Open rate: 39% Click rate: 4% Open rate: 28% Click rate: 1% Open rate: 22% Click rate: 1% Open rate: 11% Click rate: 1% Klaviyo Open rate: 33% Click rate: 5% Open rate: 27% Click rate: 3% Open rate: 20% Click rate: 1% Open rate: 15% Click rate: 1% Everyone Else Open rate: 19% Click rate: 1% Open rate: 20% Click rate: 0.3% Open rate: 6% Click rate: 0.2% Open rate: 12% Click rate: 0.5%
- 20. Sent: Day 3 after signup Subject Line: [Video Tutorial] Switch on Receipts in 7 minutes
- 21. Results
- 22. • Open Rate: 25% • Click: 3% • People who would otherwise have churned: 9%
- 25. Results
- 26. • 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%
- 27. 5. Meaningful emails don’t always mean big shiny emails
- 28. • 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
- 29. Paul Jarvis, FixFail MailChimp for Agencies Issue 55
- 30. Subject Line: Introducing New Newsletter Features + Upgrade And We'll Help You Switch
- 31. Subject Line: Need help with Conversio Newsletters?
- 32. Results
- 33. Not-so-shiny: Open Rate: 34% Uptake: 4% Shiny: • Open Rate: 29% • Uptake: 2%
- 34. 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
- 36. @becskr Ta very much! Email Design Podcast - Episode #50: http://bit.ly/EDPBecs
Notes de l'éditeur
- Elevator pitch: all-in-one marketing dashboard For stores like WooCommerce, Shopify and BigCommerce Receipts, abandoned carts, followup emails and newsletters which you can generate unique discount coupons Widgets like product recommendations, product reviews and predictive search
- Asking isn’t always the most honest indication of what a user wants/needs
- Don’t just reproduce the data - use it to demonstrate you know the customer
- This person bought chocolate soya protein
- Not feature complete Our feature: Cheaper than Yotpo We used a crawler
- Onboarding SaSS
- Churn
- Intercom doesn’t offer a preference centre so we built our own Many of our oldest subscribers weren’t aware of the features because they’d unsubscribed Want to have impact particularly when we introduce new features We took it a step further and made it smart
- Email to get people using our features Concierge service
- Join our Facebook group Become a mentor, or a mentee to progress your career Learn about speaking opportunities