got and really using it intelligently so that the content you’re sending to people is relevant but also timely.
The other thing we try to do – and it’s really important for Photobox – is increasing the average order value. You can imagine with a business of their size, you’re not talking about large average order values on a normal customer transaction. But you multiply that by two million members and a tiny increase in average order value basically equals hitting their revenue targets on a monthly basis.
Whatever business you’re in, I’m sure you know this, if you’ve got telesales teams or whatever, you don’t always have to discount to get a sale. So the more you can segment and put dynamic content in and test offers and see whether you need to put a promotion in or not, the more you’ll hang on to that valuable marketing money and not just give it away in margin.
NJ: With a large database, you must be overwhelmed with stats, how would you advise someone starting out to cope with this? CN: The great thing about email is it gives you the freedom to track and measure. The horrible thing about it is that you can have stats coming out your ears and then you just don’t know what to do next. We advocate starting slowly,
testing the big things and getting those things right, and then getting ever more sophisticated.
NJ: Do you find that your clients have separate teams for PR and marketing, and can this pose a problem? CN: Yes, what we often find with our clients is that there’s an offline marketing team and an online marketing team and they don’t always talk to each other. And it’s quite important that they do talk to each other or there might be a PR team that never talks to marketing or a sales team that doesn’t like talking to marketing. But really,
for these key events 38
and anything that’s going to be integrated, you do all need to get in one HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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