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?

Click here for pricing for Hillstrom's Targeting, should you not have the data summarized properly in your database.