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ISSUE 10 - Left Brain
18 May 2009
Archive
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Spotlight on
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Issue 10 Frequency
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Frequency
How frequently do marketers contact their email subscribers?
Click here to find out.
Congratulations to this month's winner - Rebecca Leng from John Lewis.
Despite offering a choice of prizes, every winner so far has selected a Wii!
Don't forget to enter our next poll for your chance to win.
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"I like working with Alchemy Worx because they always want what's best for our subscribers" |
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Kirsty Montgomery -
Senior International Email & Affiliate Marketing Manager |
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Metric of the Month
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The AWCM Index
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Naked Email
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How frequency affects open rates
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Most discussions about frequency begin and end with how many messages an individual should receive in any given day, week or month. Here at Alchemy Worx we prefer to look at engagement frequency - how often subscribers open, click and transact over time.
Measuring and benchmarking engagement frequency will probably make you realise that the content and value within your emails has a far greater impact on open rates and sales than how frequently you contact them.
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Email marketing takes Easter break
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The AWCM Index reveals a 2% decrease in the total volume of emails received in April 2009 compared to March 2009 - down from 307 to 302.
Almost all the brands we monitor chose not to send any email over the Easter holiday period.
We received only 2 emails on Good Friday and 3 on Easter Monday. By comparison the daily average for a Friday is 60 and Monday is 36.
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How your behaviour affects us
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While we are on the subject of engagement frequency, Naked Email reveals how frequently you have been interacting with Email-Worx.
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About 20% of you open every issue you get. |
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More than 25% of you have clicked to read articles in 4 or more issues. |
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23% of you have opened at least one issue but not gone on to click |
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As always we lay bare every last detail of Email-Worx' performance for you to enjoy.
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Required Reading
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Events
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It's refreshing to see a company that is not afraid to admit that a high mailing frequency works for them. Papa John's - the pizza company, sends two messages to their entire database every week and achieves great results! Whilst we're the first to admit that this strategy would not work for everyone, we don't take the view that it isn't right for anyone, or that every consumer hates getting email.
Papa John's clearly know their customers and how to deliver value to them. Speaking at the Email Insider Summit in Florida this month Bob Ford, Director of Online Marketing had no problem with people unsubscribing when they got tired of getting free pizza or great discounts. He just made it easy for them to do so. The key to Papa John's success lies in their approach to list growth, and that is - to sign up as many offer loving, pizza eaters as they can find.
Say it quietly...
HIGH FREQUENCY, BATCH AND BLAST EMAIL CAN WORK
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Please take the time to give us some feedback... |
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©2009 Alchemy Worx Limited |
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Received this from a friend or colleague?
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If you no longer want to receive any emails from us please
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This email is provided to you by Alchemy Worx Limited, a company registered in England at the address 68 Croxted Road, London, SE21 8NP
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