|
Tel: +44 (0) 1202 483244
E-mail:
 |
|||||||||
|
| Home > About Us > News > Amazing 89% increase in e-news CTR |
|
| Amazing 89% increase in e-news CTR
26 May 2009 'I wanted to improve our performance so I asked TMB to analyse several recent issues. I wanted to drive even more traffic from this e-newsletter to our e-commerce shop.' Nick Peek, Director of e-Business |
Nick Peek, Director of the successful e-Business Division at Peeks the Event Makers, likes to keep an eye on how his Peeks E-news customer e-newsletter is performing. In Q2 2009 Nick's e-metrics analysis really paid off with a 89% increase in clickthroughs, thanks to improvements by TMB after updating the layout of their e-newsletter. Nick recalls:'We have an active E-CRM programme, however that doesn't mean we always get it right - e-marketing is all about learning lessons and we are fast learners. I wanted to improve our performance so I asked TMB to analyse several recent issues. I wanted to drive even more traffic from this e-newsletter to our e-commerce shop.' Looking back over Nick's e-metrics (deliveries, opens and clicks) a pattern emerged over the past few months of gently declining clicks. List growth was consistent, as was open rate, so whilst the actual numbers went up, the CTR % was actually falling. Analysing CTR per section in all previous Peeks e-newsletters, TMB Account Manager Stephanie Stevens found certain content types and positions consistently scored either well or poorly with customers. A new layout was proposed that was tested over several issues, with dramatic results. See the BEFORE layout here. See the AFTER layout here.  Several issues later, the trend has been reversed with CTR % almost doubling from 18% to 34% (an 89% uplift). When you then put a basket behind a proportion of those extra clicks, this becomes a very profitable improvement.Dominic Yeadon, TMB's MD commented: 'This type of success story is almost inevitable when a client is as passionate about success as we are. We identify multiple, small points of leverage. Stephanie's analysis and recommendations were spot on. TMB's improvements increased clicks as planned. In a sense, it doesn't really matter how big your organisation is or what your results are today from your previous e-mail marketing campaigns - performance can usually be improved if you know what you are looking for.' TMB provides a Managed E-mail Broadcast service for Peeks. Customers get a monthly e-newsletter with special offers, tips and links to their e-commerce shop. Strategy, content, broadcasting and stats by TMB. |
| Link to this page: http://www.tmb.uk.com/News/amazing-89-increase-in-e-news-ctr |
|
||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||
 |
||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||
 |
||||||||||||||||||||||||||||
| ©2009 TMB The Marketing Bureau UK Limited, Suite 10, Branksome Park House, Branksome Business Park, Bourne Valley Road, Poole, BH12 1ED, United Kingdom. TMB is an e-marketing agency specialising in improved e-marketing communications using advanced online technology solutions. We work for busy B2B and B2C e-marketing, e-business and product managers in Pan-European businesses. We create customer e-mail campaigns, e-newsletters, pan-european promotional microsites and online channel marketing tools. Read TMB's Masterclass blog written by Dominic Yeadon. Privacy Policy. Legal Notice. |