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A year in email - Maya Bull

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Rachel Aldighieri
Rachel Aldighieri

A year in email - Maya Bull

Marketing
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1 A Year in Email at the Guardian Maya Bull, Head of CRM
2 My challenge… 3. Feel reassured that we all have the same challenges 2. Confirm what you already know 1. Gold nugget
3 Agenda 5 Things I’ve learned from email this year Thinking ahead …
4 1. Email frequency : more is more Increased email frequency increases engagement AND sales Sending Bookshop newsletter X 2 per week: Sunday email saw: 20% uplift in open rate 45% uplift in click through rate 123% uplift in revenue
5 1. Email frequency : more is more Increased email frequency increases engagement AND sales Sending Gardening newsletter X 2 per week: 73% uplift in ARPU 164% uplift in revenue
6 2. … Apart from when it comes to copy Short copy wins in testing. Membership acquisition Short copy: 140% uplift in click through rate Always.
7 2. … Apart from when it comes to copy Guardian Shorts Short copy: 20% uplift in click through rate Short copy wins in testing. Always.
8 3. Personalisation works … Masterclasses newsletter: Dynamic content block based on ‘click category’ 22% increase in click throughs 15% increase in average number of orders
9 4. So does targeting Cottage Breaks Cottage clickers vs control: 124% uplift in open rate 333% uplift in click through rate 420% uplift in click to order rate
10 4. So does targeting Next Best Product Model segments vs control Gardening newsletter: 44% uplift in click to order rate Clothing newsletter: 30% uplift in click to order rate
11 5. More people are reading email on their mobiles Email opens on mobile have increased by over 30%
12 Confirm what you already know Pause for thought…
13 Email works! 5 things I’ve learnt Guesswhat?
14 Email works! 5 things I’ve learntreminded myself of Guesswhat?
15 Email works! Essentials newsletter : incremental changes through testing have driven 103% increase in revenue
16 Email works! Entertainment newsletter : incremental changes through testing have driven 120% increase in revenue
17 The future …
18http://www.theguardian.com/why-your-data-matters Thinking ahead
19 Why your data matters to us
20 ? Questions Email: maya.bull@theguardian.com

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A year in email - Maya Bull

  • 1. 1 A Year in Email at the Guardian Maya Bull, Head of CRM
  • 2. 2 My challenge… 3. Feel reassured that we all have the same challenges 2. Confirm what you already know 1. Gold nugget
  • 3. 3 Agenda 5 Things I’ve learned from email this year Thinking ahead …
  • 4. 4 1. Email frequency : more is more Increased email frequency increases engagement AND sales Sending Bookshop newsletter X 2 per week: Sunday email saw: 20% uplift in open rate 45% uplift in click through rate 123% uplift in revenue
  • 5. 5 1. Email frequency : more is more Increased email frequency increases engagement AND sales Sending Gardening newsletter X 2 per week: 73% uplift in ARPU 164% uplift in revenue
  • 6. 6 2. … Apart from when it comes to copy Short copy wins in testing. Membership acquisition Short copy: 140% uplift in click through rate Always.
  • 7. 7 2. … Apart from when it comes to copy Guardian Shorts Short copy: 20% uplift in click through rate Short copy wins in testing. Always.
  • 8. 8 3. Personalisation works … Masterclasses newsletter: Dynamic content block based on ‘click category’ 22% increase in click throughs 15% increase in average number of orders
  • 9. 9 4. So does targeting Cottage Breaks Cottage clickers vs control: 124% uplift in open rate 333% uplift in click through rate 420% uplift in click to order rate
  • 10. 10 4. So does targeting Next Best Product Model segments vs control Gardening newsletter: 44% uplift in click to order rate Clothing newsletter: 30% uplift in click to order rate
  • 11. 11 5. More people are reading email on their mobiles Email opens on mobile have increased by over 30%
  • 12. 12 Confirm what you already know Pause for thought…
  • 13. 13 Email works! 5 things I’ve learnt Guesswhat?
  • 14. 14 Email works! 5 things I’ve learntreminded myself of Guesswhat?
  • 15. 15 Email works! Essentials newsletter : incremental changes through testing have driven 103% increase in revenue
  • 16. 16 Email works! Entertainment newsletter : incremental changes through testing have driven 120% increase in revenue
  • 19. 19 Why your data matters to us
  • 20. 20 ? Questions Email: maya.bull@theguardian.com