Tracking and Reporting

Case Study: Subject Line Change Increases Revenue by 9%

case-study:-subject-line-change-increases-revenue-by-9%

It’s always fun to experience, and write about, big wins, like a 918% increase in revenue, or a 350% boost in list growth, or a 100% increase in site traffic. It would nice if every test delivered that, but that’s not the case. Here’s the thing: if you can earn a lift of 10% on every test and apply each learning before you do your…

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Leveraging the Email Marketing Funnel to Boost Your Bottom-line Performance

leveraging-the-email-marketing-funnel-to-boost-your-bottom-line-performance

One of the things I love most about email marketing is all the data. It’s so trackable; you can see how recipients are engaging with your messages at each step of the email marketing funnel. Here’s the thing; there’s so much data that it’s easy to get lost in it. It’s rare that my clients don’t have access to the data they need to analyze…

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Case Study: More Product Blocks, Less Revenue

case-study:-more-product-blocks,-less-revenue

Back in 2020, I was consulting for a B2B client with an enormous number of products. Their buyers are buying in bulk; they don’t buy one of an item, they buy 100 or 1,000 of an item. We did a series of A/B split tests, with different email templates, to find the ‘sweet spot’ – the perfect number of products to include in each email…

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#TBT: Is Living Social Overly Dependent on Email?

#tbt:-is-living-social-overly-dependent-on-email?

This article written by Jeanne Jennings was first published by ClickZ on December 22, 2014. This is one of three articles I’ve written this week on Living Social, the daily deals industry and email marketing; here I present information from eDataSource on inbox placement, read/open rates, and send quantities for Amazon, Groupon, and Living Social. Back in early November, Living Social announced a reorganization; not surprising for…

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#TBT: Is Living Social Overly Dependent on Email?

#tbt:-is-living-social-overly-dependent-on-email?

This is one of three articles I wrote in 2014 on Living Social, the daily deals industry and email marketing; here I present information from eDataSource on inbox placement, read/open rates, and send quantities for Amazon, Groupon, and Living Social. Back in early November 2014, Living Social announced a reorganization; not surprising for a company that has been struggling, but what jumped out to me in the…

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#TBT: Is Living Social Overly Dependent on Email?

#tbt:-is-living-social-overly-dependent-on-email?

This is one of three articles I wrote in 2014 on Living Social, the daily deals industry and email marketing; here I present information from eDataSource on inbox placement, read/open rates, and send quantities for Amazon, Groupon, and Living Social. Back in early November 2014, Living Social announced a reorganization; not surprising for a company that has been struggling, but what jumped out to me in the…

Read More »

#TBT: Is Living Social Overly Dependent on Email?

#tbt:-is-living-social-overly-dependent-on-email?

This is one of three articles I wrote in 2014 on Living Social, the daily deals industry and email marketing; here I present information from eDataSource on inbox placement, read/open rates, and send quantities for Amazon, Groupon, and Living Social. Back in early November 2014, Living Social announced a reorganization; not surprising for a company that has been struggling, but what jumped out to me in the…

Read More »

Thoughts on Life Without Email Open Rates

thoughts-on-life-without-email-open-rates

Life without open rates? If the new email service Hey.com has their way, this will be the new normal for email marketers. Even if Hey isn’t successful, the pendulum is swinging toward more online privacy, which may make open rates and other tracking email marketers rely on today extinct. Here’s the thing… I’ve been in the email marketing game long enough to remember BEFORE we…

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Thoughts on Life Without Email Open Rates

thoughts-on-life-without-email-open-rates

Life without open rates? If the new email service Hey.com has their way, this will be the new normal for email marketers. Even if Hey isn’t successful, the pendulum is swinging toward more online privacy, which may make open rates and other tracking email marketers rely on today extinct. Here’s the thing… I’ve been in the email marketing game long enough to remember BEFORE we…

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From the Boards: CTR or CTOR?

from-the-boards:-ctr-or-ctor?

“CTR or CTOR: which do you look at? ” was a question on one of the email marketing discussion boards recently. IMHO, here’s the definitive answer. For those new to email, CTR is click-through rate; it’s calculated by dividing the number of unique (unique meaning one per recipient) clicks divided by the non-bounce send quantity (quantity sent minus bounces). Here’s the written formula: Click-to-Open Rate…

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From the Boards: CTR or CTOR?

from-the-boards:-ctr-or-ctor?

“CTR or CTOR: which do you look at? ” was a question on one of the email marketing discussion boards recently. IMHO, here’s the definitive answer. For those new to email, CTR is click-through rate; it’s calculated by dividing the number of unique (unique meaning one per recipient) clicks divided by the non-bounce send quantity (quantity sent minus bounces). Here’s the written formula: Click-to-Open Rate…

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