What metrics are most important to you? Can you tell us your average open rate (OR) and click-through rate (CTR)?
As a standard, we monitor the percentage of newsletters opened and, of course, their click-through rate. Over the past year, we have worked a lot on content, so we have achieved quite an interesting improvement in both indicators. In the first quarter, our newsletter recipients opened an average of 35% of our mailings and 4% of users clicked through from the newsletters. We also monitor the number of mailings. We do not want to overwhelm users, so with exceptions, we contact them once a week. We also regularly review the contact database and purge it of inactive ones. On the one hand, we try to target only those users who are interested in our mailings, and on the other hand, we want to obtain relevant numbers as part of reporting.
Our customers interact the most when we target advertising database a specific region, when we announce the opening of a new café, when we introduce a new product campaign or when we have an interesting new product. For example, limited editions work very well for us. Recently, these have been Valentine’s Day coffee, May coffees or Easter product lines.
You use Clipsan for email marketing. Why did you choose it and what do you appreciate most now that you’ve been using it for a while? Is there anything you think could be improved?
I personally do not work with the Clipsan application. From the point of view of our online specialist Lenka Zajícová, Clipsan is a tool that offers us a good price-performance ratio. The functions it has are sufficient at the moment. As I already mentioned, our newsletters are more of an informational nature and we do not use more advanced united kingdom data functions much. The advantage of Clipsan is a simple and intuitive environment and clear reports. On the other hand, it has very limited graphic options compared to Mailchimp or other applications.
Have you ever had a problem with a tool with customer support? What was your experience with communication?
I don’t recall any specific problems. So far, we’ve only addressed some questions to customer support. They’ve always responded quickly and answered emerging trends in content marketing our questions satisfactorily.
Do you use any advanced features of the tool?
Clipsan offers vending machine setup and various sales forms, but as mentioned, we are not using these features yet.
We thank Petra Borová and her colleagues and wish the CrossCafe brand continued succe
