03 · OptimiseCRM & Email Performance Optimisation
Better performance starts with better decisions.
Make more of the CRM activity you're already investing in.
You don't always need another campaign, automation or platform. Sometimes you just need to know what's working, what isn't, and what to change.
Test planExample
- We think
- A replenishment reminder on day 25 will bring more repeat orders than one on day 30.
- We'll test
- Day 25 against day 30, with a holdout group who get neither.
- We'll know by
- Repeat orders in the month after. Not opens.
- Then
- Keep the winner, or try day 21 next.
Six places to look.
For founders, marketing directors and heads of CRM with a programme that works, but could work harder. LEDRAN works alongside your team to take an honest look at performance, past the opens and clicks, and bring a bit more discipline to testing.
Campaign effectiveness
Strategy, audience, message and results, campaign by campaign, and what to do better next time.
Automation and journey performance
Where your automated journeys lose people, and how to keep more of them.
Testing and experimentation
A testing roadmap: messages, creative, segments and timing. The Holdout Calculator sizes each test.
Segmentation and personalisation
Where a more relevant message would land better, with customers and in the numbers.
Deliverability and audience engagement
List health, engagement and sending habits. If it needs a specialist deliverability fix, I'll say so, and point you to one.
Measurement and reporting
Reporting that tells activity, engagement and actual business results apart. Weighing up an extra send? One More Send works out what it really costs.
An honest assessment, and what to try next.
Without starting again.
What you getPerformance Optimisation
- An honest assessment of how the programme is performing
- Recommendations you can act on
- A testing roadmap, in priority order
- Specific changes to campaigns, journeys and segments
- A second look at briefs, and at agency or team output, if you'd like one
The channel stays with your team. They keep making and sending; we agree together what to change, test and stop.
The standard, in a free tool
The Holdout Calculator holds every test to the same bar. It only calls a real uplift when the range and the p-value agree and each group expects at least five conversions. Anything less is “Not enough evidence”.
Start here if the programme is sound. If it isn't, start with a CRM Opportunity Audit; if the journey itself needs rethinking, a Customer Lifecycle Strategy. Fractional CRM Strategy & Advisory keeps the improvements going.
Outcomes, not activity.
Ash is a firm believer in outcomes, and always looks to understand the details in what makes a campaign tick, highlighting successes and adjusting losses in a proactive manner.