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Marketing & Innovation

ets? Some stats to look for here are not just the send-to-a-friend, well targeted messages and those
total number of your database, but also pull out sent to smaller audiences are 90% more viral than
the bounces and then the un-mailables. Another untargeted messages sent to large audiences.
helpful thing to know is the makeup of your data-
base––how many people are purchasers, and how 5. The offer (the WHAT)
many people are just sitting there like deadweight
on your list. When you pull this data, it will give you I don’t have a silver bullet here. I can’t tell you
an overview of your database and some ideas on what your database wants to hear––but your data-
where to start. base can. You should know your average open and
click-through rates and look for trends in responses
4. The email touchpoint strategy (the HOW and to tell you what your database is reacting to and
the WHO) what topics they are silent on.

So, what is the right frequency? In January 2018, The open rate is largely a factor of three things;
we started recording our clients and tracking the your sending address, your subject line, and the
data in aggregate across 3 million emails, over teaser text that comes up in Outlook and other
1,700 campaigns over 21 months. We released the browsers that gives you a summary of the email.
data last winter as a benchmarking study and it These three things are so important, don’t make
shows that, at least for our clients, they are choos- them an afterthought.
ing to email between every 2-4 weeks.
If you can, also get a conversion rate, which is
And, please make sure to segment your list. what happens after the click and is largely depen-
Segmented campaigns see a 14% higher open dent upon the landing page and your eCommerce
rate, a 60% higher clickthrough rate, and a 7% cart set up.
less unsubscribe rate. We talked earlier about the

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