A year in email - Maya Bull
20
1 A Year in Email at the Guardian Maya Bull, Head of CRM
-
Upload
rachel-aldighieri -
Category
Marketing
-
view
92 -
download
0
description
A year in email - Maya Bull
Transcript of A year in email - Maya Bull
1
A Year in Email at the GuardianMaya Bull, Head of CRM
2
My challenge…
3. Feel reassured that we all have the same challenges
2. Confirm what you already know
1. Gold nugget
3
Agenda
5 Things I’ve learned from email this year
Thinking ahead …
4
1. Email frequency : more is more
Increased email frequency increases engagement AND sales
Sending Bookshop newsletter X 2 per week:
Sunday email saw:
20% uplift in open rate
45% uplift in click through rate
123% uplift in revenue
5
1. Email frequency : more is more
Increased email frequency increases engagement AND sales
Sending Gardening newsletter X 2 per week:
73% uplift in ARPU
164% uplift in revenue
6
2. … Apart from when it comes to copy
Short copy wins in testing.
Membership acquisition
Short copy:
140% uplift in click through rate
Always.
7
2. … Apart from when it comes to copy
Guardian Shorts
Short copy:
20% uplift in click through rate
Short copy wins in testing. Always.
8
3. Personalisation works …
Masterclasses newsletter:
Dynamic content block based on ‘click category’
22% increase in click throughs
15% increase in average number of orders
9
4. So does targeting
Cottage Breaks
Cottage clickers vs control:
124% uplift in open rate
333% uplift in click through rate
420% uplift in click to order rate
10
4. So does targeting
Next Best Product Model segments vs control
Gardening newsletter:
44% uplift in click to order rate
Clothing newsletter:
30% uplift in click to order rate
11
5. More people are reading email on their mobiles
Email opens on mobile have increased by over 30%
12
Confirm what you already know
Pause for thought…
13
Email works!
5 things I’ve learnt
Guess what?
14
Email works!
5 things I’ve learnt reminded myself of
Guess what?
15
Email works!
Essentials newsletter : incremental changes through testing have driven 103% increase in revenue
16
Email works!
Entertainment newsletter : incremental changes through testing have driven 120% increase in revenue
17
The future …
18
http://www.theguardian.com/why-your-data-matters
Thinking ahead
19
Why your data matters to us
