07Section 7 of 8
SCALING - We would've scaled the wrong campaign
Campaign T was better than campaign Q at getting positive responses for Fyxer. Looking at that number, T would've been the one to put more volume behind.
Then we looked at signups. T needed 4,910 emails to get one. Q needed 2,433.
FYXER · CAMPAIGNS T AND Q
Q got about twice as many signups per send.
Signups per 100,000 emails
Campaign T Better positive-reply performance
1 signup / 4,910 emails
20.4
Campaign Q Better signup performance
1 signup / 2,433 emails
41.1
We converted the reported emails per signup to signups per 100,000 sends. The breakdown did not give signup totals or paying-customer counts for these campaigns.
T needed 4,910 emails per signup and Q needed 2,433. On a 100,000-email basis, that works out to about 20.4 signups for T and 41.1 for Q. These figures count signups, not paying customers.
View original chartWe would've been giving less volume to the campaign that got about twice as many signups per send. My suspicion was that Q gave people enough information to go to the website and sign up without asking us for a link.
I can't tell you what each person was thinking. I can tell you Q was better at getting them into the product, which changed what we wanted to send more of.
For the commission software example, I'd want to follow the person who tries the sample through to signup and then to paying for it. For the agency, I'd want to know whether a booked review happened, whether the company could buy, and whether it became an opportunity or a customer.
That means keeping a record we can work back through:
| What I'd record | What it lets me check |
|---|---|
| The audience, offer, copy, and send dates | Which version did this person receive, and when? |
| Sends and human positive responses | How much did we send to get that interest? |
| Signups or booked calls, including people who didn't respond | Did they take the next step? |
| Activated users or held, qualified calls | Did anything useful happen after that? |
| Paying customers, revenue, and campaign cost | Can we afford to keep acquiring customers this way? |
I'd use a different link for each campaign and save the campaign with the signup or booking. I'd also match converters back to the send list, because some people will Google the company or visit another way.
I'd also give each group the same time to convert. In the earlier WealthReach breakdown, more than half the meetings came in weeks three and four after the send. Comparing that group with something sent last week would make the newer email look worse before it had the same chance.
To compare different send volumes, divide outcomes by emails sent and multiply by 100,000.
And don’t make decisions without statistically significant data. Two meetings can make a small test look great when you put it on a bigger scale.
Q won on signups. We still need to know what those users are worth before deciding how much to spend getting more of them.