How To Find and Use Advanced Email Analytics To Make More Money

Hey, it's Max from the Inbox Newsletter.

Most brands track the same metrics everyone else tracks…

Open rates. Click rates. Revenue per campaign. And then they wonder why their email strategy feels like guesswork.

The brands actually growing are the ones digging deeper into their data to understand who their customers are and how they behave differently from each other.

Let me show you a recent win from one of our clients that completely changed how we approach their email strategy.

Key Takeaways:

• A single pop-up question revealed a 50% conversion rate gap between two customer segments

• Once you know who converts best, you can bias your entire strategy toward that persona

• Generic send time advice is useless; your audience has specific days they convert better

• My favorite tool for this is Hiro Analytics

Digging Into Data Revealed a MASSIVE Opportunity

This client had a question in their pop-up form asking people to identify themselves:

Are you a Coach or an Athlete?

The data was sitting there, but nobody had actually analyzed how these two groups behaved differently once they were on the list.

We pulled the cohort performance in Hiro Analytics to see what was really going on.

The results completely changed our strategy.

Athletes converted at 13.76%.

Coaches converted at 19.46%

(Ignore the subscriber and revenue numbers… coaches was 3 week data and athletes was 1 week data).

That's a 50% higher conversion rate for coaches compared to athletes.

The coaches were the ones by and large pulling out their wallets and making purchases.

The data had been there the whole time, but nobody had looked at it this way until we ran the analysis.

Armed with this insight, we immediately adjusted the messaging strategy.

We started biasing heavily toward coaches in the welcome flow and campaigns. We spoke to their specific pain points, used language that resonated with their goals, and prioritized content that served that persona.

And more importantly we communicated this to the ad team…

And now the brand is doing a full shift in their marketing messaging.

All from taking a look at cohort conversion numbers.

The client loved this.

Going Deeper: Finding the Best Days to Send

Another deep analytics play you should do…

Review what days of the week and times your emails perform the best.

This list below is ordered by Conversion Rate (CVR) by day of the week.

We see that for this particular client Tuesdays and Mondays perform the best.

You can see the difference in Revenue Per Recipient, Click Through Rate, and Open Rate.

Tuesday had the highest CVR at 0.145% with an RPR of $0.925.

Monday came in second with a CVR of 0.128% and RPR of $0.873.

Meanwhile, Wednesday and Saturday were dragging at the bottom with CVRs under 0.10%.

After seeing this data we are 100% doubling down on the early week sends and avoiding the weekends.

Any and all big announcements, sales, etc will be done on Mondays/Tuesdays and we are going to be able to make a lot more money for our clients this way.

Don’t just stop at opens, clicks, etc in Klaviyo.

Get deep in Google Sheets and find these little nuggets of information… especially at the 8-9 figure scale they make a difference.

We use Hiro Analytics for this, it’s my favorite tool… especially as an agency owner the agency tools are fire.

Email Inspiration Of The Day

Brand:
Velotric

Email Design: https://drive.google.com/file/d/1vZloGomItRqQZTWi1CSf3k3LE3MvzTV0/view?usp=sharing

Notes:
Super nice hero section that shows the product in action. Product section is informative and displays the bike stats in a skimmable format

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant | Well Copy

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