10

Ben Hoare, Lewisham Council

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Ben Hoare, Lewisham Council
Page 2: Ben Hoare, Lewisham Council

What do people click on?

Page 3: Ben Hoare, Lewisham Council

What do people click on?3%27%

70%

Page 4: Ben Hoare, Lewisham Council

Which subject line is better?

51 brilliant things to do this winter

Remember, remember: Blackheath fireworks

Page 5: Ben Hoare, Lewisham Council

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.

Page 6: Ben Hoare, Lewisham Council

Which day of the week?

Sunday Tuesday

Page 7: Ben Hoare, Lewisham Council

Which day of the week?

46.4% opened

Sunday Tuesday

46.2% opened

23% clicked 25% clicked

Page 8: Ben Hoare, Lewisham Council

Does segmenting help?

Easter holiday activities

Money off beauty treatments

Garden waste sites open again

Celebrate your local markets

Page 9: Ben Hoare, Lewisham Council

Does segmenting help?

YES. Average open rate went up from 46% to 70%.

Clicks rose from 20% to 55%.

Page 10: Ben Hoare, Lewisham Council

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....