A year in email - Maya Bull
-
Upload
rachel-aldighieri -
Category
Marketing
-
view
92 -
download
0
description
Transcript of A year in email - Maya Bull
![Page 1: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/1.jpg)
1
A Year in Email at the GuardianMaya Bull, Head of CRM
![Page 2: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/2.jpg)
2
My challenge…
3. Feel reassured that we all have the same challenges
2. Confirm what you already know
1. Gold nugget
![Page 3: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/3.jpg)
3
Agenda
5 Things I’ve learned from email this year
Thinking ahead …
![Page 4: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/4.jpg)
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
![Page 5: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/5.jpg)
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
![Page 6: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/6.jpg)
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.
![Page 7: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/7.jpg)
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.
![Page 8: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/8.jpg)
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
![Page 9: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/9.jpg)
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
![Page 10: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/10.jpg)
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
![Page 11: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/11.jpg)
11
5. More people are reading email on their mobiles
Email opens on mobile have increased by over 30%
![Page 12: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/12.jpg)
12
Confirm what you already know
Pause for thought…
![Page 13: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/13.jpg)
13
Email works!
5 things I’ve learnt
Guess what?
![Page 14: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/14.jpg)
14
Email works!
5 things I’ve learnt reminded myself of
Guess what?
![Page 15: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/15.jpg)
15
Email works!
Essentials newsletter : incremental changes through testing have driven 103% increase in revenue
![Page 16: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/16.jpg)
16
Email works!
Entertainment newsletter : incremental changes through testing have driven 120% increase in revenue
![Page 17: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/17.jpg)
17
The future …
![Page 18: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/18.jpg)
18
http://www.theguardian.com/why-your-data-matters
Thinking ahead
![Page 19: A year in email - Maya Bull](https://reader034.fdocuments.us/reader034/viewer/2022052621/558644bcd8b42ab1278b45cb/html5/thumbnails/19.jpg)
19
Why your data matters to us