Last week we talked about the importance of recent email clicks ... and we talked about the importance of "Anniversary Events".
Combine the two and you're really got something!
Let's look at April repurchase rates by Customer Quality, 30-Day Email Click, and a Prior April Purchase. Ready? We'll simply by looking at Customer Quality = "C", ok?
- 3.7% for No Anniversary, No Recent Email Click.
- 6.2% for Yes Anniversary, No Recent Email Click.
- 7.0% for No Anniversary, Yes Recent Email Click.
- 10.2% for Yes Anniversary, Yes Recent Email Click.
Looks like the combination of targeting variables yield a highly meaningful result, don't you think??
If you have a customer approaching an Anniversary Event and showed interest by clicking through an email campaign in the past month, you better use all of the targeting tools at your disposal to encourage a purchase.
Go get busy, right now!!