Email CTR: Improving Open and Click-Through RatesOctober 24th, 2011 at 10:03 am by sepiida
Our client – an online retailer selling goods with prices ranging from $65 to $225 – needed help putting together an email campaign, fast. To celebrate an important milestone for their company, they held a giveaway with 5 lucky winners getting their choice of several items available. Our client planned an email campaign to announce the winners, but they needed to be sure that those emails would be read. They were also looking at a very tight deadline: they needed both the email and the landing page announcing the daily winners ready to go in only 4 days.
With the deadline fast approaching, our team took up the challenge to create the most effective email campaign within the specified timeframe. We set up our A/B testing for the entire list to start, and after testing which types of subject lines generated the most opens, we then created individual emails based on the users’ specified item preference for the last three days of the campaign.
By taking a multi-layered, incremental approach to our A/B testing throughout the campaign, we were able to achieve an average email open rate of 71.3% and an average email click-through rate of 96% for the entire campaign. Even after the campaign’s conclusion, the open rates on nearly every email continued to climb.
Our client needed to craft an engaging email campaign in a hurry. They have a dedicated fan base that love their products and the company wanted to be certain that the email campaign would encourage conversions and click-throughs for these fans as well as others who simply signed up for the chance to win.
They needed a way to effectively test what kind of messaging would best resonate throughout each segment of their fan base, but they were also under a serious time-crunch. With a need for quick planning and execution for their email campaign, plus A/B testing that would yield results, they turned to Sepiida.
Sepiida’s Email Open Rate and Click-through Rate Optimization Solution
We started by crafting an A/B testing strategy that would allow us to get started fast, while still giving us the ability to make iterative changes to subsequent emails once we had the relevant data. Segmenting the list on the third day allowed us to customize the email copy and design, and we retained the subject-line style that had performed best across the board.
Subsequent changes further refined the email message, kept open and click-through rates high, and ensured that users got a consistent experience from email to landing page (which we also segmented using the same criteria as the emails).
Our approach to improving the email open rates and conversion rates was an incredible success – emails for the first day of the campaign had a 76.9% open rate, and a CTR of 97.5%. On average, the open rate for the entire campaign was 71.3% with a 96% CTR – impressive numbers for an email campaign that was planned and executed in less than a week.
Additionally, of the 97.5% of users who clicked through the emails to find out the name of the daily winner, 9% of those users stayed on the site to engage in the purchase flow.
By separating the list based on item preference, we were able to clearly see the level of engagement for each user group and gave our client additional data that could be used to drive more conversions in the future.