E-Mail Strategy
Assume you work for a small business with a e-mail list of 3,000 individuals. You executed an e-mail campaign last week, segmenting your campaign into three segments of customers (best, average, all others). Here are the results:
Best Customers (1,000 total):
- Open Rate = 35%. Of those who opened the e-mail, 10% clicked-through to the website. Of the 35 remaining customers, ten purchased merchandise, spending a total of $1,000, yielding $300 profit. Two customers opt-out of future e-mail campaigns.
- Open Rate = 30%. Of those who opened the e-mail, 10% clicked-through to the website. Of the 30 remaining customers, three purchased merchandise, spending a total of $300, yielding $90 profit. Two customers opt-out of future e-mail campaigns.
- Open Rate = 25%. Of those who opened the e-mail, 6% clicked-through to the website. Of the 15 remaining customers, one purchased merchandise, spending a total of $100, yielding $30 profit. Two customers opt-out of future e-mail campaigns.
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