April 25, 2019

Hillstrom's Targeting: Recent Email Clicks Matter ... A LOT!

A visit to your website in the past 30 days matters.

A visit to your website via email marketing in the past 30 days matters more!!

Let's look at rebuy rates for the next month, based on customer quality (A/B/C/D/F) and an email click designation (None, Old Clicks, or Click in the Past Month).

Customer Quality = A

  • None = 16.9% Rebuy Rate.
  • Old Click = 16.8% Rebuy Rate.
  • Recent Click = 26.3% Rebuy Rate.
In other words, your email marketing program causes a click, and the click causes a customer to become much more likely to repurchase in the next thirty days.

Also notice that the old clicks are meaningless. Recent clicks matter.

Recent clicks matter.

Customer Quality = B

  • None = 7.7% Rebuy Rate.
  • Old Click = 7.3% Rebuy Rate.
  • Recent Click = 11.9% Rebuy Rate.
Customer Quality = C
  • None = 4.3% Rebuy Rate.
  • Old Click = 4.2% Rebuy Rate.
  • Recent Click = 7.7% Rebuy Rate.
The trends are consistent, aren't they?

Customer Quality = D
  • None = 2.6% Rebuy Rate.
  • Old Click = 2.4% Rebuy Rate.
  • Recent Click = 5.2% Rebuy Rate.
Customer Quality = F
  • None = 1.4% Rebuy Rate.
  • Old Click = 1.3% Rebuy Rate.
  • Recent Click = 3.5% Rebuy Rate.
Even among lapsed buyers, the trends remain constant.

Customer Quality = 13-24 Months of Recency
  • None = 1.3% Rebuy Rate.
  • Old Click = 1.9% Rebuy Rate.
  • Recent Click = 5.2% Rebuy Rate.
Look at that!  If a customer has not purchased in, say, 18 months, but the customer clicked through an email campaign last month, that customer is more likely to repurchase (5.2%) than a customer with Average Quality (C) who has not clicked through an email campaign ever. Yeah, that's a big deal!!

Customer Quality = 25-36 Months of Recency.
  • None = 1.0% Rebuy Rate.
  • Old Click = 1.1% Rebuy Rate.
  • Recent Click = 3.5% Rebuy Rate.
Customer Quality = 37-48 Months of Recency.
  • None = 0.5% Rebuy Rate.
  • Old Click = 0.6% Rebuy Rate.
  • Recent Click = 2.3% Rebuy Rate.
Customer Quality = 49-60 Months of Recency
  • None = 0.3% Rebuy Rate.
  • Old Click = 0.4% Rebuy Rate.
  • Recent Click = 1.8% Rebuy Rate.
It's clear that you need (at minimum) an email click targeting segment, right? A simple yes/no indicator for whether a customer clicked through an email campaign in the past thirty days will get you started. Every time that indicator goes from 0 to 1 your marketing automation program should do something to encourage this customer to purchase.

Right?

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.