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You read a lot about how you should make your emails relevant to your audience, that great content is the key to high engagement rates. But how do you get there? How do you know what is right for your audience?

Rather than basing it on a hunch, or gut instinct, your subscribers’ behaviour can help you unlock the right strategy. If only you knew where to look…

To help, I’ve summed up some tips and examples you can use to take email campaigns to the next level.

Find the content that’s most ‘hot’

Any respectable technology provider is able to give you some sort of click report, to help you identify the most appealing content in your emails.

Start by looking at your newsletters, or other emails you send on a regular basis. Is there a ‘hot spot’, or type of content, that subscribers always click on? Use this to influence future content placement and ensure you place the most important and engaging information in that area.

Heatmap Report on subscribers' beheviour

Adestra’s MessageFocus offers a visual click report to help identify popular areas and content

Next steps:

Location, location, location

If possible, identify clusters of highly-engaged subscribers based on their location. Then send them a personalised message or discount based on their location. If this strategy results in higher engagement, roll out location-based personalisation to the rest of your database.

Alternatively, invite only contacts from a nearby area to an exclusive event. You can easily do this with a simple geo-location-based data filter.

Geo Tracking your subscribers' behaviour

: Identify clusters of highly-engaged subscribers (Screenshot from the Geotracking Report in MessageFocus)

Next steps:

Success: Bodie and Fou found a previously-unknown engaged French market. They decided to target them separately, and achieved a 64% open-rate and a 20% click-to-open rate.

Do you really need mobile optimized emails?

Only your reporting can tell, although the answer will likely be yes. To find out, check your provider’s Email Client Report, and use this information to build and optimise future emails for the most used devices.

Subscribers behaviour Email client opens

Next steps:

Success: Soulmate Food took a new approach to their campaign design after examining the email client reports, and brought their click-through rate up to 39%.

What’s the best time to send an email?

If I had a coin for every time I’ve been asked this, I would live in a palace by now. I recommend testing different times of the day depending on what you know about your audience. For instance, does it span different time zones? Consider splitting your launches to hit their inboxes at 8am in the main time zones.

Best send time subscriber behaviour

A timeline of email opens can help you identify potential alternative peaks

Next steps:

Success: C+D tested their optimum sending time over 6 months, and found 3pm to be the best time, reaching open rates of 32% and higher.

Next time you undertake a project to improve your email results, examine your subscribers’ behaviour to identify areas where you stand to make the biggest gains. Use the examples from the above case studies, and find out for yourself how a bit of digging around the data can lead to great outcomes.