Friday, February 26, 2016

The value of a click?
How much is a Click in Email Marketing worth? Different models exist in attempting to answer this, each with their own benefits and challenges. In all cases, the ultimate outcome is determining its direct correlation to an increase in revenue. However, increases in revenue are not always simple to calculate, since ad-driven, Omni-channel and BTL/Trade promotions are key revenue drivers which confuse attribution models.

The ultimate goal of the email marketer is to move subscribers down the conversion funnel. To accomplish this, the marketer needs to have a clear understanding of each tier, so they can identify and address the barriers and  generate as many conversions as possible.
To arrive at the value of a click, Email Marketers can borrow from the Display world. Pay Per Click and Email Marketing are different disciplines. Email Marketing is a relationship-based brand building program - long term trust is established, which drives purchases and repurchases. By contrast, Pay Per Click is a lead generation tool, the costs of a Pay Per Click Program scale with success. While transactions are often completed, long-term loyalty is not always built for the brand. Moreover, despite the clear differences between Email and PPC, they often compete for the same budgets.

At AudiencePoint we have asked the question, “What is the value of a Click?” Within the email paradigm, a general rule-of-thumb number is difficult to arrive at, as each marketer is unique in terms of brand voice, industry, language, value prop, promotional philosophy, seasonality, cadence and frequency.

Although the cost of acquisition for a click is different than the brand-building value of a click, an alternate monetary value can be arrived at by asking the question, “What would it cost me to acquire a lead in a different channel?” Here’s what we discovered about Clicks within the PPC channel.

I scanned my inbox for a Subject Line and Preheader that resonated for me:

I looked for keywords that evoke a response.

After I opened the email, I decided that the offer was relevant, and I am now the proud owner of sparkling, new spring jacket that will keep me dry. #email_marketing_win

Like any discerning customer, I visited my search engine and typed “Spring Outerwear”, because I want to see what is new and fresh. Somehow, via marketing magic, the top spot on my search results are from the same brand as the one in my Inbox.

Going through the same motions, I click through, and purchase a second, identical jacket.
When I clicked on the keyword in the search engine, there was an organizational cost associated to the Click paid to the ad network. But for the sake of discussion, both journeys produced a sale. What if I had not purchased a jacket? There was still a cost to move me down the PPC Conversion Funnel.

Keywords within the Subject Line and Preheader would often be the same keywords that would be published within an advertiser’s network and have a cost associated with them.
After the keywords were identified, they were fed into the advertiser network to arrive at the value of a Click. In this case, it was $0.19.

For the purpose of this calculation, Clicks were manufactured and have no reflection on the brand’s actual Click total. But, if this brand wanted to get 84,000 clicks via PPC, the equivalent cost within the network would be $15,960.00.The value your brand is not spending on PPC could be included when determining success and allocating digital marketing budgets.

Although Email and PPC are clearly different disciplines, AudiencePoint is asking the question, “Would this kind of alternative model provide value?” Assigning a value to an Open and a Click instead of just the conversion helps identify how digital budgets are allocated, pain points in the marketing funnel and simple ROI models for Publishers.

Does building a bridge between digital disciplines improve the decisions you are making within digital marketing, or is the linkage between PPC and Email just an interesting distraction from the business of marketing, simply put, contention or harmony?
Friday, November 13, 2015
At AudiencePoint we have been doing some really interesting things with the Welcome/New Customer/Onboarding Series of emails. We just finished the write up on one of these series based emails.

Send Time Optimizing the Welcome Series
​There were three messages per subscriber sent and optimized in the welcome series. The automated series ran at the same time every day as a marketing automation. The intended audience was spread within start and finish time range.  Each individual subscriber received content at their optimal time within the selected range.
Send Time Optimization works on the premise that people are creatures of habit and their activities are predictable. For AudiencePoint , widely acknowledged as the global leader in STO, there are two major sources of data when targeting those subscribers: the open and click behavior of the customers own list and the AudiencePoint Global Data Pool. However the welcome series email, by definition, has no historic engagement data, so the only data involved in optimization is pulled from the AudiencePoint Global Data Pool.  

In this particular case, each email gathered was one belonging to a  brand new customer, therefore, the new customer series had no prior historic engagement data.  The only data available in order to perform the optimization was gathered from the AudiencePoint Global Data Pool.

The strategy was a success with all messages showing significant improvement in subscriber engagement. The specific improvements were​:

Email Type
New Customer Email #1
23% higher
Past Customer Welcome Email
63% higher
Second Email
81% higher
Third Email
43% higher
One time welcome (not part of series)
22% higher
There is a case study outlining the specifics of program, which also provides an ROI calculator available here:

Send Time Optimization infomercial, Paul's attempt.

Friday, June 20, 2014

Infomercials have always intrigued me, they are played on late night television and networks with poor viewership. They have either a celebrity host OR a seasoned sales person that is bigger than life. What baffles me the most is, that people watch in AND buy the next, best, greatest thing that will forever change their life.

 They keep playing these thirty minute commercials because obviously they work and as a viewer, you walk away excited about the benefits to your life. You are going to save SOOOOOO MUCH MONEY ON HAIR CUTS.  Your carpets will be cleaner. Your skin will look younger and you will be warmer while being able to still reach the remote control.

Will Send Time Optimzation change your life? probably not.

You will reap the benefits of:
  • Higher KPIs ( open and click-through rates )
  • Risk aversion by deploying content over time
  • Better inbox placement
  • Higher deliverability of your content
What are you waiting for? Sign up for more information at the AudiencePoint website.

Email deliverability protection, how safe are you?

Monday, April 21, 2014
Use AudiencePoint to protect your deployments from deliverability nightmares.  A slower drip to the ISP both allows you time to correct deliverability issues AND creates an ISP friendly environment which will get more message through the ISP, even when you are black list.

Do you need Send Time Optimization? Take the assessment.

Just for fun complete this risk assessment on whether or not you need AudiencePoint Send Time Optimization to protect your deployments.

  1. Do you send email? ( Y/N )?
  2. Do you want people to receive the email that you send? ( Y/N )
  3. Would someone lose their job if your messages don't go out. ( Y/N )
  4. Would the person losing their job be you? ( Y/N )
  5. If you don't lose your job, are you prepared to defend why you didn't select AudiencePoint to increase Open and Click-through rates, protecting against deliverability issues? ( Y/N )
If you answered Yes to any of the above questions then you need to be using Send Time Optimization from AudiencePoint. Click the informative tapestry below to learn more.

Send time optimize your typos

Monday, March 31, 2014
Send time optimization reduces the risk of the impact of a typo. Because we time the delivery of a campaign, there is a natural gating that takes place, reducing the risk around a large deployment.

Lets face it, typos are a part of life, most of the time they are embarrassing, sometimes they are damaging and occasionally they change the course of human history, the spinach industry certainly benefited from the misplacement of a decimal point.

Typos will happen. Are you ready for it? The following graph is an actual campaign that had not just one, but two typos corrected.

The campaign was corrected, respread an continued.


LINK: And the original tapestry

 Original tapestry

Rx: Email self-help

Wednesday, March 26, 2014
Feeling kind of down? The next marketing email that you get, click preferences at the bottom and change your name to “Beautiful Steed.” Or, maybe you are feeling politically active today and go with “Absentee Voter.” Maybe you just need a reminder to do something, so go with “Call your mother, she loves you.”

The name doesn’t matter. Have a little fun today, take the 5 minute Pomodoro break and set something up that will make you laugh the next time that you get emailed about buying new deck chairs.

Personalize or Optimize

Tuesday, February 25, 2014
Words matter, we have been talking internally about Send Time Personalization vs. Send Time Optimization.

Feel free to weigh in in the comments.

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