This report analyzed various email marketing campaigns aimed at engaging customers and driving sales. By focusing on key performance metrics such as open rates, click-through rates, and conversion rates, we sought to uncover insights that can improve future marketing strategies.
Summary:
In July, 600 users who subscribed but didn’t sign up were sent emails. For users who didn’t open the first email, another email was sent. The title and content were A/B tested. The shorter content consistently outperformed the longer version.
Metrics:
- Open vs Delivered Rate: 42.36%
- Click vs Open Rate: 43.38%
- Click vs Delivered Rate: 18.38%
- Signup vs Click Rate: 30.53%
Total Signups: 29
Out of these, 14 users (48%) placed orders using their newly created accounts.
Comparison (June to July):
- Open rate increased by 12.79%
- Click rate increased by 7.26%
- Signup rate increased by 2.41%
- Orders increased by 18.86%
Summary:
Even after receiving verification emails, some users didn’t verify immediately. In July, for those who hadn’t verified, bi-weekly emails were sent until they did. A follow-up email was sent to users who didn’t open the first one.
Metrics:
- Emails Sent: 1500
- Total Verification Rate: 7.38%
- Open vs Delivered Rate: 17.85%
- Click vs Open Rate: 41.31%
- Click vs Delivered Rate: 7.38%
- Verified vs Click Rate: 100%
Summary:
Users who created carts in July but didn’t place orders were sent bi-weekly emails. Orders were counted based on clicks using their email addresses and tracked for two periods—3 days and 15 days.
Metrics:
- Emails Sent: 1900
- Open vs Delivered Rate: 64.48%
- Click vs Open Rate: 37.20%
- Click vs Delivered Rate: 23.99%
- Order vs Click Rate (3 days): 12.46%
- Order vs Click Rate (15 days): 31.16%
Total Orders:
- 50 Orders within 3 days, Amount: 40,132/-
- 100 Orders within 15 days, Amount: 91,797/-
Comparison (June to July):
- Open rate increased by 9.27%
- Click rate increased by 1.12%
"View Books" button text won 3 out of 4 A/B tests.
Summary:
Due to good response after correcting email addresses and sending verification emails, this was turned into a monthly task. In May, 30 email addresses were corrected and emails were sent.
Metrics:
- Verified: 15 users
- Open vs Delivered Rate: 48.39%
- Click vs Open Rate: 53.53%
- Click vs Delivered Rate: 25.81%
- Verified vs Click Rate: 100%
Note: SendGrid tracked 10 users, the rest were tracked via the database.
Summary:
In July, two emails were sent to first-time customers from June (890 users).
Metrics:
- Average Open vs Delivered Rate: 15.65%
- Average Click vs Open Rate: 4.00%
- Average Order vs Click Rate (3 days): 9.09%
- Average Order vs Click Rate (15 days): 9.09%
Total Orders: 40 (using a promo code), Total Amount: 23,322/-
Note: 1 order was placed by clicking the email, and 17 carts had promo codes applied but no orders were placed.
Emails were sent to customers who purchased comic books but have not yet bought five popular titles. A second email was sent to those who did not open the first one.
- Total Emails Sent: 3,450
- Open Rate vs. Delivered Rate: 14.65%
- Click Rate vs. Open Rate: 43.96%
- Order Rate vs. Click Rate: 5.41%
- Click Rate vs. Delivered Rate: 6.44%
- Total Orders: 15
- Total Amount: 10,417/-
Note: Out of 12 orders, 8 included at least one of the five comic books.
Biweekly emails were sent to customers who created a wishlist in June. The database was checked for orders based on those who clicked the email. Orders were counted in two ways: for 3 days and for 15 days (as Google Analytics calculates for 15 days).
- Total Emails Sent: 600
- Open Rate vs. Delivered Rate: 55.54%
- Click Rate vs. Open Rate: 30.65%
- Click Rate vs. Delivered Rate: 17.02%
- Order Rate vs. Click Rate (3 Days): 5.83%
- Order Rate vs. Click Rate (15 Days): 29.13%
- Total Orders (3 Days): 8, Amount: 2,342/-
- Total Orders (15 Days): 35, Amount: 23,273/-
Note: The open and order rates in June were lower than last month, but the click rate was better. In the last 4 months, a total of 205 orders had been placed from the wishlist totalling 158,366/-.
Normally, if a user did not place an order within the first 15/20 days of signing up, a branding email with an offer was sent. We tested sending an email in July with a link to a list of 50 must-read books to those who signed up in June but did not place an order. A second email was sent to those who did not open the first one.
- Open Rate vs. Delivered Rate: 38.05%
- Click Rate vs. Open Rate: 49.85%
- Click Rate vs. Delivered Rate: 18.97%
- Order Rate vs. Click Rate: 4.85%
- Total Orders: 10
- Total Amount: 5,022/-
Note: Although the open and click rates were quite good, the orders were low compared to them; further experimentation would be conducted on the next month's emails. In A/B testing, English titles won over Bangla titles twice.
Biweekly emails were sent to customers who created a list and did not place an order in June. The database was checked for orders based on those who clicked the email. Orders were counted in two ways: for 3 days and for 15 days (as Google Analytics calculates for 15 days).
- Total Emails Sent: 160
- Open Rate vs. Delivered Rate: 61.08%
- Click Rate vs. Open Rate: 41.18%
- Click Rate vs. Delivered Rate: 25.15%
- Order Rate vs. Click Rate (3 Days): 9.52%
- Order Rate vs. Click Rate (15 Days): 26.19%
- Total Orders (3 Days): 6, Amount: 3,547/-
- Total Orders (15 Days): 15, Amount: 11,279/-
Note: In June, all metrics (open, click, and order rates) were higher than the last 3 months. Compared to the previous month, the open vs. delivered rate increased by 4.48%, click vs. open rate by 11.18%, and order vs. click rate by 18.78%. In the last 4 months, a total of 60 orders had been placed from the list totaling 58,259/-.
Emails were sent three times to publishers about their "not available" status before including it in a biweekly test. The first email was based on data from six months (October 2017 - March 2018). Those who did not open the email were sent a second email. The third email was sent regarding the May data on "not available."
- Total Emails Sent: 120
- Open Rate vs. Delivered Rate: 59.48%
- Response Rate vs. Open Rate: 14.49%
Among those who responded to the first six months of data (October 2017 - March 2018), all except one publisher had reduced "not available" numbers in April. Even in May and June, their "not available" numbers were lower than the average from the six months.
For the third email (May 2018), those who responded did not reduce the "not available" numbers in June.
Note: Based on the response to this test, it had been included in the biweekly phase, and SMS notifications have been set up alongside emails. The entire process was being maintained manually; a proposal has been made to automate it.
The analysis highlighted significant insights into customer engagement, revealing strong open and click rates but variable conversion to orders. Optimizing content and automating responses would enhance efficiency and effectiveness. Leveraging these insights would be crucial for refining our email marketing strategies and achieving better business outcomes.