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Beyond the Open Rate

Beyond the Open Rate. Presented By: Dela Quist CEO Alchemy Worx. Alchemy Worx Clients. 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?.

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Beyond the Open Rate

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  1. Beyond the Open Rate Presented By: Dela Quist CEO Alchemy Worx

  2. Alchemy Worx Clients

  3. What about B2B? B2B B2C

  4. Improving open rates makes us focus on the Subject Line

  5. Shorter is better right?

  6. Subject Line Length - Characters

  7. Subject Line Length – Number of Words

  8. What's going on?

  9. Subject lines act as a relevance filter

  10. Subject lines act as a relevance filter

  11. Subject lines act as a relevance filter

  12. 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! 12

  13. Why is Branding an important consideration? 13

  14. Current thinking dominated by DM techniques - RFM • Relevance • Timing • Triggered messaging • Behavioural targeting

  15. Standing out in crowded Inbox?

  16. More than 1 chance to make a difference

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

  18. More than 1 chance to make a difference

  19. An opportunity Wasted?

  20. 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

  21. Insula Skiathos

  22. Insula Skiathos

  23. Insula Skiathos

  24. Insula Skiathos

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

  26. 26

  27. Spent over $20,000 in last 12 months 27

  28. The nudge effect: subject lines influence non-openers too

  29. 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

  30. Email has a veeerrrry long tail

  31. Purchase from time of deployment

  32. Purchase from time of last click

  33. Open and Click Rates/ Open and Click Reach

  34. Early openers behave very differently to late openers The problem with AB testing

  35. Opens & Clicks Over Time

  36. Email: dela@alchemyworx.comLinkedIn: http://uk.linkedin.com/in/delaquistTwitter: @delaQuist @alchemyworx Contact details

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