Case Study
190.9% Increased RPR, Backed by Data How we almost tripled the email RPR of this brand with thorough data analysis.
Increased Campaign RPR
Increased Flow RPR
Flow Revenue Per Recipient
Challenge
Low Email Campaign RPR (Revenue Per Recipient)
Even with world-class copy, design and offers, wrong timing could result in miniscule RPR.
How can we make sure that we send the right message and offer to the right audience at the right time?
We were hired to solve this exact problem.
Solution
Thorough Data Analysis
Most ecommerce ESPs offer a vast portfolio of data from your past campaigns. Reading and using this data correctly could make or break your business. We downloaded and analyzed this data, so we could learn from it and make data-backed decisions that would increase the client’s email campaign RPR.
“Our agency boasts over a century of combined experience in email marketing. Still, experience doesn’t always tell us the full story… That’s why we always make data-backed decisions to bring the best ROI for our clients.”
Strategy
Seven steps from raw data to higher RPR
Identify the Correct ESP Metrics
With 20+ available data key-points available in most ESPs, how do you know which ones to use to back your decisions? Our team of data experts identified the right metrics and started analyzing them.
Calculation of Custom KPIs
We then calculated some custom KPIs that would help us see the whole story of data and rank which subject lines, content types, and day/time combinations worked best so far.
Find the Best Subject Lines
Based on the aforementioned KPIs, we ranked each subject line and found out which ones worked best. We also identified 8 key subject line elements that consistently brought higher open rates, so we could start reusing them.
Identify the Most Effective Content Types
Subject lines would help us get more opens, but what about clicks and engagement? The next step was identifying which type of email (visual HTML, plain text, or hybrid) and which content approach (value-based, promotion-based, or hybrid) brought the best engagement.
Fine-Tune the Send Times/Days
Which day brought in the most sales? Which time brought in the highest engagement? Is there a combination of day/time/campaign type that brings the best results? We started analysing our data and found surprising answers to these questions.
Discover Which Designs Work Best
The visual aspect of an email is highly important. Would a white background work better than a dark one? Should above-the-fold be visual or text-based? Should we use GIFs or not? Which button color has worked best so far? Our analysis gave us clear answers.
Experiment to Optimize Further
The challenging part was over. As a final step, we started implementing changes, backed by our data findings.
Results
Almost tripled revenue per recipient
Revenue/Recipient (Campaigns)
Revenue/Recipient (Flows)
Revenue/Recipient Increase
Impact
Data-backed decisions that paid off
Our data analysis helped us almost triple the email RPR for our client on both campaigns and flows!
If we hadn’t analyzed the past campaigns and implemented data-backed strategies, our client could be leaving a lot of money on the table each month!
You Could Be Next
Ready to unlock similar results for your brand?
Book a fit call and we’ll quickly determine whether you’re a match for a focused data-driven retention strategy built around your goals.