Hi guys, Just wonder how often do you rotate an offer? I find that some mailers like to get a new offer on the list everyday, some rather just stick to it but change up the template. What do you do, please share so we can continue to grow together.
If you're inboxing, we usually see a big degradation in click through rate after the first send to a particular user, again after the second send, etc. If your data allows, slice it this way so you can see CTR by times sent to a user and you'll see what I mean. We see about 50% decline in CTR on each send. This seems pronounced at the offer level, even if using different creative (although that helps to mitigate somewhat). We have noticed that different offer categories degrade differently - based on the buying cycle of the offer. Home mortgage for example degrades quickly (people are in market for this infrequently). Auto Insurance less so (people are in market for this potentially every 6 months). Airline tickets shows almost no degradation for us. If you're junking, the degradation is much, much less. Since many users don't ever see the offer on each delivery, you can get away with repeated sends without a decline in CTR.
Hi Red, So in another word, keep rotating offer on the daily basis if you want to keep a steady revenue because degradation is just a part of the game? What I have been seeing is, on the first drop, I see a whole bunch of clicks, with a lot of open. On the second drop, I'm still seeing that same amount of open but a lot lot less click. So I'm assuming those who have seen this creative and already click on it won't click on it again. After like 3 drops, the offer is nearly dead.
Right.. It's a balancing act between how much effort you want to put into loading and rotating offers vs other items that impact revenue like deliverability. Obviously prioritizing tasks that generate the most revenue for you overall makes sense. If that means running an offer 3 times before switching it out, then that's the right balance for you. Other things to try: having 14 (or however many) offers in rotation so you run the same offer every 2 weeks instead of back to back. Or integrating with an offer automation platform like ADKi and letting them manage the offer selection for you. It's at least worth A/B testing an offers API like ADKi against your own efforts to make sure you're beating them. If you're not, you're putting in effort for no reason and you should switch.
