Question 1
Analyse the below data which shows results for email (bau campaigns and automated) on a daily basis.
Based on the data below, we would like you to:
1 – Povide an indepth analysis of the data provided
2 – Actions on how to improve each of these KPI’s
DATE | DELIVERED | OPENED | OPEN RATE | CLICKS | CTR | SESSIONS | SESSIONS P/C | COST | CPC | CONVERSIONS | CR% | CPS | REVENUE | AOV | ROI | UNSUBSCRIBES | SUBSCRIBERS |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
01/01/2021
| 689,771
| 49,446
| 7.17%
| 4,053
| 8.20%
| 6,929
| 1.71
| £162.08
| £0.02
| 140
| 2.02%
| £1.16
| £4,564.54
| £32.60
| £27.16
| 383
| 3,556
|
02/01/2021
| 638,226
| 37,562
| 5.89%
| 3,115
| 8.29%
| 6,610
| 2.12
| £157.44
| £0.02
| 114
| 1.72%
| £1.38
| £3,714.56
| £32.58
| £22.59
| 392
| 3,399
|
03/01/2021
| 634,441
| 41,497
| 6.54%
| 3,503
| 8.44%
| 6,383
| 1.82
| £157.10
| £0.02
| 125
| 1.96%
| £1.26
| £4,175.06
| £33.40
| £25.58
| 269
| 3,824
|
04/01/2021
| 621,890
| 44,108
| 7.09%
| 2,149
| 4.87%
| 3,604
| 1.68
| £155.97
| £0.04
| 71
| 1.97%
| £2.20
| £1,941.05
| £27.34
| £11.45
| 346
| 2,156
|
05/01/2021
| 620,369
| 42,884
| 6.91%
| 1,978
| 4.61%
| 3,446
| 1.74
| £155.83
| £0.05
| 64
| 1.86%
| £2.43
| £1,980.49
| £30.95
| £11.71
| 360
| 2,254
|
06/01/2021
| 219,029
| 23,722
| 10.83%
| 1,694
| 7.14%
| 3,187
| 1.88
| £119.71
| £0.04
| 58
| 1.82%
| £2.06
| £1,964.27
| £33.87
| £15.41
| 234
| 504
|
07/01/2021
| 219,289
| 23,888
| 10.89%
| 2,688
| 11.25%
| 4,515
| 1.68
| £119.74
| £0.03
| 62
| 1.37%
| £1.93
| £1,881.89
| £30.35
| £14.72
| 218
| 529
|
08/01/2021
| 219,864
| 28,564
| 12.99%
| 1,850
| 6.48%
| 3,372
| 1.82
| £119.79
| £0.04
| 74
| 2.19%
| £1.62
| £2,581.88
| £34.89
| £20.55
| 240
| 316
|
Data Visualisation (Primary KPI's)
I have highlighted the following data points as our Primary KPIs:
- OPEN RATE
- CTR
- CR%
- UNSUBSCRIBES
- SESSIONS
- CONVERSIONS
- REVENUE
An improvement to any of the above KPI’s can positively impact the whole dataset
Data Analysis
Based on the above data, the table can be separated by 2 segmented audiences:
- All List Members (Everyone)
- Engaged List Members (Loyalists)
I have come to this conclusion based on the number of delivered emails between day 5 & 6 as well as the dynamic shift in the line graphs that can negatively impact the overall analysis of the campaigns. For example, the CR, CTR & OR take a upwards shift due to the reduced number of emails being delivered during the data period
DATE | DELIVERED | OPENED | OPEN RATE | CLICKS | CTR | SESSIONS | SESSIONS P/C | COST | CPC | CONVERSIONS | CR% | CPS | REVENUE | AOV | ROI | UNSUBSCRIBES | SUBSCRIBERS |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Everyone | |||||||||||||||||
01/01/2021
| 689,771
| 49,446
| 7.17%
| 4,053
| 8.20%
| 6,929
| 1.71
| £162.08
| £0.02
| 140
| 2.02%
| £1.16
| £4,564.54
| £32.60
| £27.16
| 383
| 3,556
|
02/01/2021
| 638,226
| 37,562
| 5.89%
| 3,115
| 8.29%
| 6,610
| 2.12
| £157.44
| £0.02
| 114
| 1.72%
| £1.38
| £3,714.56
| £32.58
| £22.59
| 392
| 3,399
|
03/01/2021
| 634,441
| 41,497
| 6.54%
| 3,503
| 8.44%
| 6,383
| 1.82
| £157.10
| £0.02
| 125
| 1.96%
| £1.26
| £4,175.06
| £33.40
| £25.58
| 269
| 3,824
|
04/01/2021
| 621,890
| 44,108
| 7.09%
| 2,149
| 4.87%
| 3,604
| 1.68
| £155.97
| £0.04
| 71
| 1.97%
| £2.20
| £1,941.05
| £27.34
| £11.45
| 346
| 2,156
|
05/01/2021
| 620,369
| 42,884
| 6.91%
| 1,978
| 4.61%
| 3,446
| 1.74
| £155.83
| £0.05
| 64
| 1.86%
| £2.43
| £1,980.49
| £30.95
| £11.71
| 360
| 2,254
|
Loyalists
| |||||||||||||||||
06/01/2021
| 219,029
| 23,722
| 10.83%
| 1,694
| 7.14%
| 3,187
| 1.88
| £119.71
| £0.04
| 58
| 1.82%
| £2.06
| £1,964.27
| £33.87
| £15.41
| 234
| 504
|
07/01/2021
| 219,289
| 23,888
| 10.89%
| 2,688
| 11.25%
| 4,515
| 1.68
| £119.74
| £0.03
| 62
| 1.37%
| £1.93
| £1,881.89
| £30.35
| £14.72
| 218
| 529
|
08/01/2021
| 219,864
| 28,564
| 12.99%
| 1,850
| 6.48%
| 3,372
| 1.82
| £119.79
| £0.04
| 74
| 2.19%
| £1.62
| £2,581.88
| £34.89
| £20.55
| 240
| 316
|
Everyone
Analysis
Inspecting the layered percentage graph (CR, CTR, Open Rate), the Conversion Rate seems quite stable around the 2% mark. It dipped in parallel to the open rate on day 2 as well as following through the trajectory to the end of the data period.
The Click Through Rate heavily dipped after the 3rd day, negatively impacting the sessions, conversions & revenue. However Unsubscribes also dipped on day 3 but continued to stabilise there after.
Insights
On Day 1 the campaigns set a precedent at what the emails can achieve. This can be for the following reasons:
- High volume of delivery
- Converting subject line, potentially containing an emoji or clear CTA
- Engaging send time
- Desirable selection of products
The combination of these has resulted in the higher CTR & ultimately a higher revenue for the day.
The dip on day 2 can be understood in the following ways:
- High unsubscribe rate from the previous day negatively impacting deliveries
- Smart Sending (doesn’t send the email to anyone who has converted in the past 24 hours) also negatively impacting deliveries
- The subject line has negatively impacted the open rate
- The send time could be inconvenient for the day of the week
- Undesirable selection of products
On day 3 we see a closer return to form based on the positive movement in our line chart as well as the least unsubscribes that week. This can be due to the following:
- Buying psychology, the cold audience at the start of the week has decided to convert after 3 days of asking
- Improved subject line, could be due to urgency within the message
- Abandon cart automation being triggered
On day 4 and 5 we see all of our metrics taking a downward shift. From my prospective, this is due to the emails being sent to:
- Non openers
- People who have previously clicked through but not purchased (and have lost interest)
- Less deliveries due to spam complaints & high bounce rate
Improvements
Improving the open rate has a knock on effect of the click through rate and ultimately the conversion rate
The Open rate can be improved by segmenting the audience based on buyer personas and targeting each of them with a tailored subject line & featured products. If one had the opportunity, I’d also consider changing the aesthetic of the segmented campaigns to better fit the demographics.
Another way to improve the open rate is to implement sending at local time vs based on UK time. For example the email will be sent at 7pm UK time, the email will be sent at 7pm based on the geo location of the list member. As a result you can ensure email visibility at a time when the member will be available to see it. You can also implement optimal send time where Exponea will send emails based on when the list member is more likely to open the email.
Including personalisation in the subject line can also improve the open rate. This can be the First Name or City that the recipient is in
To improve the Click Through Rate you can include snippets and links to blog posts & news updates in the email, this encourages the audience to open the email beyond the sole purpose of purchasing, resulting in a more engaged audience
To improve conversion rate within the email itself, you can include a short description and the saving percentage
To prevent the dip due to unsubscribes & spam complaints is to bring the members deeper into ecosystem by inviting them to follow us on social media or give them the opportunity to provide feedback
Loyalists
Analysis
Inspecting the layered percentage graph (CR, CTR, Open Rate), the Conversion Rate fluctuated with a heavy dip in the middle but finished strong, in line with the open rate.
The Click Through Rate peaked on day 7, but did not impact conversions. Conversions peaked on day 8, likely due to abandoned carts. Unsubscribes remained stable throughout
Insights
Inspecting the data, the number of delivered emails dictated a lot of what is going on at this period. As the days went on, the open rate increased, improving the conversion rate at the end of the period.
The dip in the conversion rate on day 7 while the increase in the click through rate on the same day could be due to the products in the email being out of stock
Beyond this everything remains stable and inline to the BAU campaigns previously in the week.
Improvements
Areas of improvement for automated campaigns can be found by adding urgency to the subject line or outlining a clear CTA and objective.
I’d consider ensuring that products are in stock before the email is sent out, that way we can avoid the customer disappointment and ensure a smooth conversion rate
In regards to other campaigns that can be done, rewarding top customers (with high order values & low order returns) by sending them early access to upcoming products and sales. You can also enable birthday discounts and first order anniversary coupons.
Question 2
Create an email brief and annotate the brief with reasons behind each element.
For example;
– Send Time
– Subject Header
– Pre Header
– Product Selections
– Key Messages
Audience
All subscribers
Action
- Purchase Slippers
- Follow on Social
- Share Email & Products
Motivation
- Emotional appeal
- Discounted Price
- Buy Now Pay Later
Success KPI
- Increase open rate by 1%
- Increase CTR by 0.5%
- Increase average order value by £1000
Send Time
7pm Thursday (local time to recipient)
Retail emails preform better when the audience is relaxed and in a position to follow through with the order
Subject Header
🩰 Hey [First Name] Lets get comfy | Best Selling Snug Slippers from £4.99
Emoji grabs attention, personalisation improves delivery, subject line describes email content, affordable price peaks curiosity
Pre Header
Hey babes, add some glam to your WFH attire
or
Buy now, pay later with Klarna
Pre-header 1 describes use case
Pre-header 2 reduces payment worries
I’d consider split testing with open rate as success metric
Key Messages
CTAs
- Great value Slippers
- Worn by influencers (use social proof)
- Follow us on Social
- Share email / products
USPs
- Next Day Delivery
- Free Delivery Available
- Free Returns
- Student Discount
- Pay Later with Klarna
Product Selections
The products were slected based on varied range and desirability. I have chosen 1 “budget” product, with the rest of the selection being more expensive, resulting in a potentially higher cart value
Question 3
Create an automated campaign (bullet points are fine) with a breakdown of who you would target, where you would target them from and why. For example; Abandon Basket
Customer Win-back
A winback email is a message you can use to reach out to inactive subscribers—someone who has engaged with your company in the past (they’ve made a purchase, opened emails, visited your website, etc.) but, for some reason or another, they’ve stopped doing so for a certain amount of time.
Generally, you can use a winback for customers after six months of inactivity, but it’s different depending on the product or service. You can consider a customer inactive if they haven’t purchased, opened an email, or visited your website in the time frame you choose.
the major benefit of winback emails is that they encourage people to make repeat purchases. If a customer makes one purchase and never makes one again, or they used to purchase frequently and stopped, there must be a reason.
Whether they stopped buying because they replaced your product with a competitor’s, just stopped using it altogether, or they had another reason, a winback email can help you speak directly to some of these concerns.
Acquiring new customers is fundamental to growing your business—not to mention, it’s always thrilling to convert a shopper into a customer. But it’s equally as important to focus on retaining your current customers and encouraging repeat purchases, too.
It costs five times as much to attract a new customer than to keep an existing one, which just goes to show that re-engaging past purchasers is essential. And it just so happens that winback email campaigns are a great way to reignite those inactive shoppers and increase their customer lifetime value (CLTV or LTV), or the amount of money they’ll spend in their lifetime with your brand.
Audience
This automated campaign can be sent to everyone who fits the targeting demographic
Targeting
The campaign will be sent to list members who haven’t purchased in the past:
- 60 days
- 90 days
- 120 days
Offer
Based on how many days ago the customer purchased, they can receive:
- 5% off the basket
- 10% off the basket
- 15% off the basket
Subject
- 💖 Long time no see | 5% off coupon inside
- ⏰ Hey, its been a minute | 10% off just for you
- 🚨 This is your Last Chance: 15% off coupon inside
Number of Emails
Initially, 1 email per segment, followed by a 2nd email 7 days later for those who haven’t opened
Content
Promoting best sellers or new ranges and include social proof to help better convert