Any Email E-Marketers out There? Here Are My Stats - Is This Good / Bad or Ugly ?

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PharmacySavings

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  elgrande on 27/06/2023 - 22:03

  What was the sales history $ of the customers that unsubscribed?

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    Associatedjason101 @ PharmacySavings on 27/06/2023 - 22:09

    I didn't check this.

    Here are the first 3 who unsubscribed:

    Historical Amount spent $52.97 / Orders 2
    Historical Amount spent $59.47 / Orders 3
    Historical Amount spent $81.96 / Orders 4

    They all seem like really decent customers (all Ozbargainers as it looks like they've used Ozb specific codes in their previous orders), so they haven't purchased due to email coms received before, they have historically purchased due to seeing deals on Ozb. Theoretically they may still see deals on Ozb, but clearly they won't receive email comms ever again ….. hurts me to see them go and hopefully they (or their 167 friends) aren't tainted against me due to the email communication.

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      Leaihcr on 27/06/2023 - 23:36

      I'm a repeat customer who received the email and unsubscribed (historical amount ~$115 / 6 orders)… was also one of those a bit peeved about the unsubscribe button text. My feedback would be:
      1. ugly template - looked like spam and deleted it
      2. missing the 'personal' touch - your ozbargain posts always have a little story to tell. email literally had nothing human about it, not even a "Hi, it's [name] from PharmacySavings"… there's always an element of trust or genuineness required in healthcare

      If they're all ozbargainers there's probably a (very small) chance for them to resubscribe if you apologise / mention the glitch in your next post… but for me I won't be resubscribing since i have ozbargain alerts set up to notify me anyway.

      • 

        Associatedjason101 @ PharmacySavings on 28/06/2023 - 08:35

        +1

        Thanks for the comments, I think Ozbargainers are around 75% of current clients based on code use so this is great feedback.

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  Hellfire on 27/06/2023 - 22:10

  You stats look pretty average for retail e-commerce.

  Except Unsub rate is much higher than normal. Probably because its your first campaign to the databases. It tends to trend down over time.

  I would say its a good result because i got the email and it looked terrible. You really need to up the professionalism.

  Edit: Open rate is based off the subject and the sender. Subject seemed fine but you should try different senders as it looked too long and hard to see who it was from.

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    Associatedjason101 @ PharmacySavings on 27/06/2023 - 22:24

    Thanks for the comments - I thought I'd pick from the "free" list of templates in shopify, I agree I don't think it did me any favours, for $2.5k in sales its probably worth paying $5-10 for a template.

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    Hybroid on 27/06/2023 - 23:23

    Except Unsub rate is much higher than normal.

    Reckon it’s partly due to the name? “Pharmacy Savings” is fairly generic and people may think it’s a standard spam e-mail when it pops up. Especially if arrived out of the blue randomly.

    • 

      Associatedjason101 @ PharmacySavings on 27/06/2023 - 23:36

      +2

      Good point, so many emails for little blue pills coming in people may be jaded.

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  AustriaBargain on 27/06/2023 - 22:20

  +1

  87 orders from 14k emails is nothing to sneeze at.

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    Associatedjason101 @ PharmacySavings on 27/06/2023 - 22:26

    +1

    Not sure if this is a pun for hayfever meds, if it is - good work ;-)

    If I did nothing I would have made 87 less sales - which is probably equal to an "average" number of sales from a typical Ozbargain post which gets between 20-30 + upvotes.

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  holoz0r on 28/06/2023 - 09:12

  I was an unsub. Mine also had the text for that button the same colour as the background. I imagine the unsub rate would be higher if that wasnt the case.

  Pharmacy goods are typically not something purchased on impulse, which is another consideration for "low" order volume - if you were hoping to fill a specific number of sales.

  My prior orders were timed almost perfectly with your deal posts and my wifes hay fever playing up. Seeing the value of the generics you stock vs the brand name she normally purchased was enough to know that you'll be the first place I go to when we need a restock.

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    Associatedjason101 @ PharmacySavings on 28/06/2023 - 10:10

    Thanks for the comment, something really difficult (which suppliers and manufacturers don't seem to be able to address) is that stock in the world of generic meds isn't consistent and availability of product seems to have no relativity to demand in the Australian market. For example: beginning of winter this year there was no generic cold and flu meds available , yet a massive over supply of hayfever meds - which of course are at an all time low sale point in May-June. We're now slowly going to come into spring and there is zero motetasone (nasal spray) available This makes matching "deals" to "demand" really hard. Often I think Australia also gets the "left overs" after other markets have had their pick, so exp dates are often quite short making it impossible to buy now for "next years" season.

    I've ran a few deals to test "impulse" buys often at ridiculously low pricing (below cost) aimed at triggering larger baskets with hopefully other higher margin products included, it didn't work and if anything brought out quite a few (harsh words) "bottom feeders" who then complain about XY or Z demanding refunds for slow aust post service etc etc. So I think you are 100% correct - impulse buying (if achievable) in this product category even if triggered by low pricing isn't really a good strategy.

    Thanks for sharing your feedback and happy to serve again in the future.

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  JimmyF on 28/06/2023 - 09:36

  Is the number of unsubscribes reasonable given the total volume of emails sent ?

  Yes/No/Maybe, bit hard to tell if this is your first email out to the masses as it sounds.

  For me, a lot of these 'first' emails are my reminder I've signed up to the SPAM I mean the marketing list and will unsubscribe at that point. So you could be seeing this.

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    Associatedjason101 @ PharmacySavings on 28/06/2023 - 10:12

    I hope you are right that its first time email receiver shock causing unsubscribes, I don't think I will send another email until I have a really compelling "deal". I have subscribed to a few other discount pharmacy mailing lists and they churn out pretty ordinary non targeted deals weekly - so either its working well for them, or they just don't care.

    • 

      JimmyF on 28/06/2023 - 10:19

      Sounds like a good plan, give it a break and then go again with a compelling deal and see what your numbers look like.

      Another way to look at it, is that 5,016 people opened the email and only 170 felt they needed to unsubscribe.

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  bahgsy on 28/06/2023 - 11:26

  I mean, ROI is infinite if you spent $0 all in. Sounds like a great investment to me!