How Timehop-style Email Increased Open Rate by 81%
With over 12 million users, the chances are high that you’ve either heard of or used Timehop. The app’s “look-back-in-time” feature has clearly triggered people’s desire to reminisce on past events – but how does this translate into value for brands and marketers?
We recently tested the concept with an email for South Shore Music Circus, and saw huge results: an 81% higher open rate and a 100% higher click rate. We’ve taken what we learned and outlined three tips for running your own successful Timehop-style email marketing campaign:
1. Know Your Audience
What is the voice of your brand? Would your audience be receptive to a fun, casual email or do they expect professional messaging? Chances are, your subscribers will be happy to see something new, creative and engaging in their inboxes instead of a hard sell, especially if the offer is timely (see Tip #2) and valuable.
2. Timing Is Everything
We wanted our “What were you doing on this day a year ago” message to be linked to a distinct memory, and what better way to kick-start online sales than remind subscribers of the misery of standing in Black Friday lines? Consider leveraging customers’ purchase history or events they’ve previously attended to increase the relevancy of your messaging.
3. Segment, Segment, Segment
Segmentation is something we preach a lot at Rockhouse, and with good reason: research from our friends at MailChimp shows click-rates for segmented campaigns are approximately 59% higher than emails sent to all subscribers. In South Shore’s case, by targeting only those subscribers who purchased 2015 memberships, but had not yet purchased 2016 memberships, we were able to ensure the email’s content would be relevant to all who received it.