The Remote Company: How I Increased Open Rates By 10%
[email marketing, content strategy, customer onboarding, marketing analytics]
At the Remote Company, I was in charge of its monthly newsletter, which publishes product updates for all three products. I was also in charge of Partnero’s and Ycode’s welcome sequences and newsletters, one of our products.
Building three newsletters and two welcome sequences at once required a clear strategy for increasing open rates.
The Spark ✨
My email marketing strategy was two-fold and answered two questions:
What subject lines hook our readers?
When do our readers open our emails?
I came up with two hypotheses and tested them. My hypotheses were:
Readers are more likely to open emails that have an emoji in the subject line
Readers open emails in the mornings at whatever timezone they are in
I used MailerLite’s platform to test these hypotheses by performing A/B tests on email subject lines. I also sent emails based on timezone rather than betting on a certain time in EST or PST.
Throughout this journey, I also experimented with segmentation for our free trial users and learned a lot about the type of content our readers resonate with, such as product updates (especially when they were requested) and achievement-oriented guides. With the data provided, I’m able to sharpen my strategy.
The Stats 💯
During this process, I:
Kept on top of email heatmaps, CTOR, and open rates
Monitored what content and email subject lines resonated with our audience
Wrote and scheduled three different newsletters and two welcome sequences. I used email marketing automation workflows for the latter.
Performed A/B testing and sent tests to verify what times our users were most active
Results
Boosted open rates by an average of 10% on tested campaigns compared to those run without testing.
Increased open rate to 51% from the average of 37% through MailerLite’s ‘Send by Timezone’ feature
Partnero’s welcome campaigns almost doubled from 24% to 45.56%, while CTOR increased from 3.83% to 4.45%.
Deliverables
Interview with MailerLite on TRC’s email marketing success