. We knew our open rates, our click-through rates, and accurate cleaned numbers list from frist database our purchase rates. We knew how many people were on our lists, how many people were unsubscribing, and how many people were adding.
We knew so much about our email marketing, but we couldn’t answer one question: “How much is an email subscriber worth to us?”
Ecommerce email marketing
has come a long way since we were trying to get CellarThief off the ground. But one thing hasn’t changed all that much in the last decade. Most ecommerce businesses still can’t answer the simple question, “How much is an email subscriber worth?” And without that knowledge, scaling an ecommerce email program is difficult, and without a successful ecommerce email program, scaling an ecommerce business is nearly impossible.
So, back to my CellarThief story. We were trying to build how to integrate the world days calendar into your marketing a big business brand and with little money, we thought the only way to do that was to understand our email marketing even better.
Over the next few weeks,
we decided to answer the question… “How much was an email subscriber worth to us?” At the time we did this, we had about 5,000 email subscribers. These subscribers had signed up for offers, and we were growing that number by a few per day. These email subscribers were highly engaged.
Our open rates were north of 35%. Our click-through fresh list rates were over 2.5% and our purchase rates were solid. We were still very small, but we had a good group of engaged email subscribers.
We had good customer engagement and good email engagement. We focused on personalized email campaigns based on what we knew about our customers’ tastes. We sent birthday emails because we needed to get birthdays when people ordered alcohol.
