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We also look at geo-targeting and send creative that is relevant for things like local events, offers available from partners we may have in different regions, as well as taking into consideration weather conditions. To send someone on one side of the country a coat promotion may not be relevant to people in other areas. We don’t want to send messages about a winter coat sale when it is still sunny and warm to someone who is still wearing T-shirts and shorts.
In addition, we further segment through the loyalty program and will send those members different messages and more frequent e-mails as well. Loyalty members are more willing to receive more frequent e-mails than non-loyalty members.
We also get much better open and clickthrough rates from that segment.
TM: Can you illustrate how you tweaked a subject line to boost response?
BL: Last December we created two static segments using about 2 percent of our list. We added a sense of urgency to a previously offered “win your wish list” promotion. We used an attention-grabbing subject line, “One week left to enter to win your wish list”—that sense of urgency was the driver. We sent each group the exact same content, but each had a different subject line.
We examined the results after 24 hours and found that one had an open rate of 8.15 percent, where the other came in at 26.98 percent. The other result we did not expect was [that] the group that had the better open rate also had a much higher clickthrough rate, 11.86 percent vs. 2.26 percent. These results really drove home the benefits of taking the time to do subject line testing. Getting them engaged right from the start keeps them engaged as they read through your messaging.
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Social Media ROI
Email Marketing that Works (2nd Edition)