SoOrganic save 40% on their email marketing

Etelligent’s clever Contact Quality Analysis allows SoOrganic to concentrate their activity on those people who are most likely to respond.

The email marketing industry is a pretty competitive one, and many companies try to wow prospective users with low costs per email. All very tempting, for sure.

But there’s another way to think about this. How ‘low-cost’ is it to keep sending emails to people who never open them? What if you could identify your best prospects and concentrate your efforts and budgets only on them?

Here’s what we mean. Our research indicates that of the people on any organisations’ lists, there is a proportion of people who never open any email from that organisation. It’s

something those contacts signed up for, seemed like a good idea at the time, but it’s altogether less interesting in an inbox. We’ve all been there…

Now, given the average email gets between 25 and 45% of people opening, hence there are 55 to 75% of people not opening it, and by our calculations, many of these will never open any email.

The same principles applies to clicks: even amongst those who open an email, many will never click on a link or buy from it. It’s the old 80:20 rule – 80% of the opened emails come from 20% of your list.

But how to find that golden 20% who do all the opening and clicking, without trawling through lots of data manually?

This is where our Contact Quality Analysis helps. Take a great Etelligent client, SoOrganic – a retailer of organic skincare, health and beauty products. They have one store in Greenwich and a website offering all manner of organic loveliness.

They came to Etelligent in 2008 to ask us to put together an email marketing strategy. We told them about our Contact Quality Analysis, allowing us to rank SoOrganic’s contacts according to how much they have opened and responded to their emails. That way SoOrganic are able to concentrate their activity on those who’ve responded previously and so are most likely to do so again.

How does CQA work? Well, that’s our little secret, but it’s very easy to apply to your emails and we’d be only too delighted to help you with it once you switch to Etelligent for your email marketing.