Which email segmentation signals bring in more revenue? Jordan Gordon shares Pilothouse’s latest research on purchase history, Apple Privacy Opens, true opens, clicks, and bot activity.
Expanding the buyer window produced the strongest revenue gain with a small engagement hit. Extending the true-open window added almost no revenue and dragged down engagement.
Inside this episode of the World’s Best Email & Retention Podcast:
- How to test segment changes against your core mailable list
- The revenue and engagement tradeoffs of Apple Privacy Opens
- Why buyers and prospects need separate segments
- What recent site visitors reveal about campaign revenue
- How evergreen flows can take on more of your campaign schedule
In the analysis Jordan shares, 75% of campaign revenue came from subscribers who had visited the site within 90 days. He explains what that means for your flows and segmentation windows.
Timestamps
00:00 Introduction and episode preview
01:22 More segmentation research
01:52 AI segmentation tools and campaign coverage
05:38 Deliverability on large, established lists
09:01 The engagement signals tested
10:01 Testing changes against your mailable list
11:28 Purchase history: more revenue, small engagement hit
12:24 Apple Privacy Opens: revenue and engagement tradeoffs
16:15 Expanding your buyer window
17:11 Separating buyers and prospects
17:41 True opens: almost no added revenue
20:03 What happens when you expand the click window
21:04 Bot clicks and campaign performance
22:09 Recent site visitors drove 75% of campaign revenue
22:31 Moving more campaign content into flows
23:27 Including visitors who haven’t clicked an email
24:42 Keeping site-activity windows tight
25:12 Non-clicking visitors drove roughly 20% of campaign revenue
26:09 Closing thoughts
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
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Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
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