Ben Hoare, Lewisham Council

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....