2. What do people click on?

3. What do people click on?
27% 3%
70%

4. Which subject line is better?
51 brilliant things to do this winter
Remember, remember: Blackheath fireworks

5. Which subject line is better?
51 brilliant things to do this winter
47.25%
Remember, remember: Blackheath fireworks
52.75%
5.5% difference – on a mailing list of 3,000 this
amounts to 165 people.

6. Which day of the week?
Sunday Tuesday

7. Which day of the week?
Sunday Tuesday
46.4% opened 46.2% opened
23% clicked 25% clicked

8. Does segmenting help?
Easter holiday activities
Money off beauty treatments
Garden waste sites open again
Celebrate your local markets

9. Does segmenting help?
YES. Average open rate went up from 46% to 70%.
Clicks rose from 20% to 55%.

10. 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....