I'd do an email re-launch on non-openers, what do you think?

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  • "I'd do an email re-launch on non-openers, what do you think?"
  • "Huuuummm... on the openers instead, right?"
  • "Ah well no, I'll route to too small a target..."

Here is a conversation we have regularly with our clients and on which we take the time to explain our point of view.

Why do you want to relaunch?

Very often, behind this question, there is a conversion objective. Your clicks are not important enough to get a good number of conversions. As a result, the first reflex is to do a relaunch of your campaign to increase this number.

Relaunch: ok but on whom?

The second reflex is the following: "I need volume. The more email addresses I have, the more likely it is to click.". This is where we disagree... So, who to raise: The non-openers (RNO) ? Non-clicking openers (ROSC) ? The ushers (ROC) ?

Our beliefs: "Who opened, will open", "Who clicked, will click"

From experience, we know that the ROC target (understand Relay Openers Clickers) is the most effective target, even if it is the lowest in terms of volume. You will get very good opening rate, click-through rate, dissatisfaction rate and conversion rates.

We proposed to a client to test on the 3 targets (ROC, RONC, RNO). Let's look at the results of the stimulus campaign below:

TargetsNumber of emails sentOpening rateClick-through rateNumber of conversionsConversion rates

It is clear that the more we relaunch on a target having strongly expressed its interest (open + click), the better the rates. And then I hear: "Okay the RONC and ROC targets are the most effective in terms of rates. But if you look at the number of conversions, I still have people from the Non-Opener target buying and I can't get enough of those conversions."

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Of cooouuuurse! We totally understand.

On the other hand, let's keep this in mind:
In emailing, you must always convince 2 targets: your end customers but upstream ISPs/Webmails. The more you target those who have already shown an interest (hear your openers and clickers here)the more ISPs/webmails will love you (hear here your reputation will be good) and the more likely your emails will arrive in the inbox (hear here will not be blocked). Relaying on non-openers is also taking the risk of over-solicitation and dissatisfaction of Internet users.

So, some good practices for your dunning:

  • Don't relaunch every campaign but choose your key campaigns.
  • If you are already "borders" with ISPs/webmails, avoid the NO dunning.
  • If you are not "borders"... beware, it only takes one time!
  • At the very least, change the subject line and the main title of your message to make it more eye-catching during the follow-up.
  • The shorter the time between the 2 emails (D + 1 or 2 days)the better the performance.

If we want to set up a dunning scenario automatically?

In this case, we can set up a tracking tag on your landing page. On most marketing campaign management toolsIt is possible to generate a tracking tag to put in the HTML code of your landing page. With this, you can set up a retargeting scenario on "Landing Page Visitors who made at least one click" or the "Landing Page visitors who stayed more than 8 seconds".

If we want to target a larger volume? "Who has opened a lot, will open a lot".

The idea is to focus on the most engaged contacts, i.e. the openers and clickers over a certain period of time. For example the last 6 months. We calculate the number of openings and clicks and we assign a score to each individual. For example, 1 point for 1 opening and 2 points for 1 click because the click (excluding unsubscription of course :)) in an email is more engaging than opening it alone. This score is then weighted according to the recency of the openings and clicks but also the frequency. Indeed, the deal is different if I clicked 1 time 3 days ago or 10 times 3 months ago.

The final score, called the engagement score, will be assigned to each contact and will change over time. The idea is to identify the most engaged contacts with the brand and focus on them specifically.

And if the objective is conversion at all costs, we can also respect the following belief "Whoever has bought, will buy" and create a score of highly engaged or a score of buyers by applying the same concept. For the time being, the volume will be less but the results should be convincing.

And then, the cool thing about Badsender is that we created a tool to calculate the engagement score automatically. It is not yet all beautiful but the technique is there. If you want to test it, do not hesitate to contact us.

engagement score tool
The author

2 réponses

  1. Personally, I would tend to proscribe the "ONC" of relaunches: maximum opening rate (therefore rather flattering for the marketer), zero click rate (==> suspicion of email without interest in the F.A.I.) but beyond any maximum propensity to click on spam reporting! Indeed the ONC do not unsubscribe, and that's the problem.
    On the other hand, the NO can generate nice surprises. I personally advise to isolate them after the reactivation mailing and to set up a progressive program to get them used to it again...without rushing them!

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