Beyond the Open Rate

BEYOND THE OPEN RATE

Presented By: Dela Quist CEO Alchemy Worx

Alchemy Worx Clients

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What about B2B?

B2B B2C

Improving open rates makes us focus on the Subject Line

Shorter is better right?

Subject Line Length - Characters

Subject Line Length – Number of Words

What's going on?

Short - Ambiguous or Misleading

“Summer starts here”

CTO Rate = 7%

Open rate 75%

Relevant Customers

10%

Click Rate 5.25%

Subject lines act as a relevance filter

Subject lines act as a relevance filter

Long - Multiple Proposition “50% off Nike trainers; the latest from Wimbledon,

Plus your chance to win a spa weekend”

CTO Rate = 28.5%

Open rate 35%

Relevant Customer Group A

10%

Click Rate 10%

Relevant Customer Group B

10%

Subject lines act as a relevance filter

Short - Strong Single Proposition “Nike trainers - 50% off”

CTO Rate = 60%

Open rate 15%

Relevant Customers

10%

Click Rate 9%

By focusing on open rates what we are trying to do is get everyone to open click and buy from every email they get

from us by sending fewer and fewer messages!

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Why is Branding an important consideration?

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Relevance Timing Triggered messaging Behavioural targeting

Current thinking dominated by DM techniques - RFM

Standing out in crowded Inbox?

More than 1 chance to make a difference

More than 1 chance to make a difference:Make them work together

More than 1 chance to make a difference

An opportunity Wasted?

Top Tips for promoting Brand Values in your SL

Focus on a values you wish to be identified with

Branding is about repetition – once identified keep repeating your core values

Emails do NOT have to be opened for your brand values to register

Discounts do not build your brand

Insula Skiathos

Insula Skiathos

Insula Skiathos

Insula Skiathos

The vast majority of email does not get opened no matter what you do

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Spent over $20,000 in last 12 months

The nudge effect: subject lines influence non-openers too

Top SL Tips for promoting sales in other channels

Send times should be based on peak sales in that channel

SL should acknowledge the channel “Great deals in store this weekend”

You can still promote specific products and great offers

Email has a veeerrrry long tail

Purchase from time of deployment

Purchase from time of last click

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 160.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Open and Click Rates/ Open and Click ReachOpen Reach (% of Del) Click Reach (% of Del) Total Open Rate Total Click Rate

Open and Click Rates/ Open and Click Reach

The problem with AB testing

Early openers behave very differently to late openers

Opens & Clicks Over Time

EMAIL: [email protected]

LINKEDIN: HTTP://UK.LINKEDIN.COM/IN/DELAQUIST

TWITTER: @DELAQUIST@ALCHEMYWORX

Contact details