Printed.com – using responsive design to help increase open rates by 18%
Printed.com split their customer database into five segments: printers, creatives, charities, schools and others. These are then split into three further groups: active customers, lapsed customers and people who have registered but never bought. This is great in terms of best practice and allows them to target each group accordingly. The real challenge here was to improve email results for each segment.
Some of PureCampaign’s key features have become valuable tools to send better targeted email campaigns. The Subject Line Selector helped printed.com refine their messaging and learn about which tone of voice to use for each segment. The Intelligent Time Sending feature became really useful to make sure recipients got their email at the most convenient time for them. Finally, about six months ago, printed.com started to send responsive design templates which have considerably improved their email marketing results.
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“In the run-up to the vote we sent targeted messages to the constituents of undecided MPs, encouraging them to email or phone their MP asking them to vote in favour of the bill.”