free consultation
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190.9% Increased RPR,
Backed by Data

How we almost tripled the email RPR of this brand with thorough data analysis.
Flow Revenue Per
Recipient (RPR)
$ 0 %
Increased
Campaign RPR
+ 0 %
Increased
Flow RPR
+ 0 %

Challenge

Low Email Campaign RPR (Revenue Per Recipient)

Even with world-class copy, design and offers, wrong timing could result in
miniscule RPR.
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?
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.
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.”
Harol Alvear
Data Analyst, Zoronto
“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.”
Harol Alvear
Data Analyst, Zoronto

Strategy

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?
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.

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.

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.
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.

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?
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.

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 engage-
ment? Is there a combination of day/time/campaign type that brings the best
results?
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!
We started analysing our data and found surprising answers to these questions!
emails sent by weekday

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?
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

Revenue/Recipient (Campaigns)
$0.011
Before
$0.032
After
Revenue/Recipient
(Flows)
$0.83
Before
$2.38
After
Revenue/Recipient
Increase
190.9%
Before
186.7%
After

Results

Revenue/Recipient
(Campaigns)
$0.011
Before
$0.032
After
Revenue/Recipient
(Flows)
$0.83
Before
$2.38
After
Revenue/Recipient
Increase
190.9%
Before
186.7%
After

Impact

Our data analysis helped us almost triple the email RPR for our client on
both campaigns and flows!
Our data analysis helped us almost triple the email RPR for our client on both campaigns and flows!
This means… 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!
This means… 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!
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