TrustPilot Review Form Update – 3/9/2020

On March 9th, 2020, we added the Trustpilot Embedded Review Form on the “thank-you” page of eCampus.com. This review form is displayed automatically after a customer completes and order and lands on the “thank-you” page. This form was added in response to negative feedback in regard to fulfillment issues that were often outside of our control. In the following two weeks, the review form generated 17 reviews – (16) 5-Star and (1) 4-Star. This accounted for 2.3% of all customers who checked out. By pushing the customer’s email, order ID and name from the checkout process, the customer only needs to select the rating of their choice, enter their review content, and click to post their review.

MKTG Email: “Students” vs. “Textbooks” – Are Our Priority

Execution details:

  • Contact List
    • Total Contacts: 124,318
    • Criteria: 
      • Contacts whose:
      • Last Order Date
      • OR… Last Open Date 
      • OR… Contact Creation Date
      • WAS AFTER… 6/30/2019
  • Send Schedule
    • 10% of Contact List sent to each on 3/27/2020 at 5:30pm (20% of total sends)
    • 40% of Contact List sent to each on 3/28/2020 at 12:00pm (80% of total sends)

Results:

Textbooks Are Our Priority

COVID-19-Direct-Campaign-Email-FULL-Option-2-v4
  • Open Rate: 15.88%
  • Click Rate (clicks/opens): 0.80%
  • Click Through Rate (clicks/delivered): 0.13%
  • Total Sends: 62,161
  • Total Deliveries: 61,822
  • Total Opens: 13,893
  • Unique Opens: 9,827
  • Total Clicks: 174
  • Unique Clicks: 79

Students Are Our Priority

COVID-19-Direct-Campaign-Email-FULL-Option-2-v5
  • Open Rate: 16.75%
  • Click Rate (clicks/opens): 0.68%
  • Click Through Rate (clicks/delivered): 0.11%
  • Total Sends: 62,162
  • Total Deliveries: 61,834
  • Total Opens: 14,443
  • Unique Opens: 10,360
  • Total Clicks: 133
  • Unique Clicks: 70

Conclusions:

  • Open Rate Winner: Students Are Our Priority (+0.87%) – NOT STATISTICALLY SIGNIFICANT
  • Click Rate Winner: Textbooks Are Our Priority (+0.12%) – STATISTICALLY SIGNIFICANT
  • Click Through Rate Winner: Textbooks Are Our Priority (+0.02%) – STATISTICALLY SIGNIFICANT

We believe this results can be attributed to the fact that “Textbooks” was more specific. The “Students” headline may have gotten more curiosity clicks, but if someone was specifically interested in textbooks, the people that clicked the textbooks headline were already primed to click through.