Statistics tell you what happened.

How many emails bounced. How many emails were opened. Which links were clicked. Which format, HTML or text, triggered the most responses.

Combine your segmentation and statistics, and your statistics enable comparison across segments.

Tie down the WHY with tipping point analysis.

But email statistics are historical data and all marketing specialists know that turning statistics into forward learnings requires work.

Why was this link clicked but not that? Why was this offer ignored when a similar offer was successful in the last campaign? Will another prompt like this trigger the same success?

Online changes the target of analysis. You need to know why emails did or didn't tip and tipping points occur in a momentary context.

In an email, the context extends beyond the email to the subscriber environment and the subscriber agenda. It's not just a matter of slicing and dicing the statistics.

Analysing the WHY requires applying user context and behavioural insights to campaign statistics.

And that's where Tipping Point provides another value add. Our tipping point analysis technique is a rapid structured process that enables clients to analyse a combination of hard campaign statistics, and soft context and behavioural data.

Plan for the next campaign.

Learnings translate into the next campaign strategy where they will be tested and evolve further.

From customised content to new functionality, such as embedded forms or forward to a friend, your learnings strengthen your e-connection.

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