What do people click on?
What do people click on?3%27%
70%
Which subject line is better?
51 brilliant things to do this winter
Remember, remember: Blackheath fireworks
Which subject line is better?
51 brilliant things to do this winter
Remember, remember: Blackheath fireworks
47.25%
52.75%
5.5% difference – on a mailing list of 3,000 thisamounts to 165 people.
Which day of the week?
Sunday Tuesday
Which day of the week?
46.4% opened
Sunday Tuesday
46.2% opened
23% clicked 25% clicked
Does segmenting help?
Easter holiday activities
Money off beauty treatments
Garden waste sites open again
Celebrate your local markets
Does segmenting help?
YES. Average open rate went up from 46% to 70%.
Clicks rose from 20% to 55%.
What next?
More segmenting – deliver personalised content according to people's interests
Simpler design – move away from using design to steer people and focus on relevance for the reader
More testing....
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