When is the last time you took a deep dive into your email metrics? As you prepare for the holidays, perhaps it is time to take another look. Understanding your subscribers is the only way to truly evaluate the performance of your campaigns, making necessary changes to increase subscriber engagement, revenue and ROI.
It is no longer enough to just know your subscriber churn rate, which still averages 30% annually, or the common email metrics like open and click rates. You have to know how many subscribers are also customers — meaning they have purchased from you at least one time. You might be surprised to learn that, on average, only 30- 40% of a retailer’s email list is made up of actual customers.
Knowing which subscribers have and haven’t purchased will help you create targeted emails so you can reach each shopper with a relevant and personalized message.
The path to purchase isn’t linear. Some customers might have purchased but never subscribed to your list while other customers might have interacted with your emails, site, mobile messages, display ads and in your stores before making the first purchase. That’s why it is so important to personalize every message — including your post purchase loyalty messages.