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
Improvement
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:
http://audiencepoint.com/sto-welcome-series/
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