Fantastic results from our emails - and consumer intelligence to boot!
Recently I’ve been looking at email examples to help increase the interaction with our email list and to provide an email that will be interesting to as many of our members as possible. Sifting through all this information I eventually found some great articles on segmenting your list.
Based on those articles I managed to create three groups of roughly the same size. The groups were created with member activity in mind and were separated in the following way: No Interaction, Infrequent Interaction, and Frequent Interaction.
Perhaps not surprising at all is that the Frequent Interaction group provide 79% of all our email opens and 57% of click throughs even though this is the smallest group we have with just under a third of members being a part of it.
Interestingly though, the Infrequent Interaction group created the highest conversion rate at just over 20% of opens generating a conversion.
Moral of the story? Segmenting your list will help identify the value and allow you to cut the fat producing higher conversion rates and thus increasing the value of your list. It also helps if you use a great service like MailChimp which continues to give us intelligence that helps us build stronger, more meaningful links to our users.
Until next time,