{"id":353228,"date":"2026-07-07T13:08:22","date_gmt":"2026-07-07T13:08:22","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-at-bats\/"},"modified":"2026-07-07T13:08:22","modified_gmt":"2026-07-07T13:08:22","slug":"kevin-hillstrom-minethatdata-at-bats","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=353228","title":{"rendered":"Kevin Hillstrom: MineThatData: At Bats"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-4702622670644219930\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\"><a href=\"https:\/\/www.youtube.com\/watch?v=F2TBb4qc3bU\" target=\"_blank\">I watched this podcast from Orita about email marketing (and other stuff &#8211; click here)<\/a>.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">One of the speakers talked about &#8220;at bats&#8221; &#8230; this isn&#8217;t entirely what he meant, I&#8217;m converting his topic into my world, but he was essentially describing the importance of the customer &#8220;doing something&#8221;.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I&#8217;ve told you about this previously &#8230; I worked with a company where the email marketers were very interested in open rates and total sales. The data suggested something interesting.<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial;\">Customers who clicked-through two email campaigns per year were the customers who mattered to their email marketing program.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Any customer who clicked-through an email campaign in the past thirty days was likely to shop via any marketing\/physical channel.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Clicks were very important (opens, not so much, conversion was good but was random while clicks were reliable). Specific clicks were even more important &#8230; merchandise-centric clicks mattered more than promotional clicks.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">A simple segmentation plan was created (something I&#8217;ve created variants of for the past fifteen years &#8211; your mileage will vary).<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">Segment 1 = 2+ Email Click-Throughs Per Year.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Segment 2 = Anybody With An Email Click In The Past 30 Days.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Segment 3 = 1 Email Click In The Past Year, Not In The Past 30 Days.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Segment 4 = All Other Email Subscribers<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">It shouldn&#8217;t surprise you that the vast majority of attributed email sales in the future came from customers in Segment 1\/2\/3.\u00a0<\/span><\/p>\n<p><span style=\"font-family: arial;\">Also of interest &#8230; getting a customer to click once on positive content (i.e. merchandise) caused the customer to become more likely to click in the future &#8230; compound interest. I bring this up because this aligns with the podcast commentary at the start of this post. It&#8217;s the concept of getting more &#8220;at bats&#8221;. Email marketing functions on &#8220;at bats&#8221; as the podcaster said or &#8220;compound interest&#8221; as I&#8217;d say. If you build a program that encourages more clicks, you have more customers in Segment 1\/2\/3 above. If you have more customers in Segment 1\/2\/3 above, you will have more sales in the future. If you have more sales in the future, you&#8217;ll increase customer lifetime value, generating more profit for your business in the future.<\/span><\/p>\n<p><span style=\"font-family: arial;\">And if you have more &#8220;bad clicks&#8221; (i.e. clicking on sale messages or free shipping), you&#8217;ll find your email list is biased (in a bad way) when compared to your overall customer file.<\/span><\/p>\n<p><span style=\"font-family: arial;\">A sadness of the modern era is the inability for all of this technology to point out compound interest in a meaningful manner. Many of you overcome this sadness and are able to grow your businesses. Good job!!<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>I watched this podcast from Orita about email marketing (and other stuff &#8211; click here). One of the speakers talked about &#8220;at bats&#8221; &#8230; this isn&#8217;t entirely what he meant, I&#8217;m converting his topic into my world, but he was essentially describing the importance of the customer &#8220;doing something&#8221;. I&#8217;ve told you about this previously [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[22120,13773,13772,13774],"dealstore":[],"offerexpiration":[],"class_list":["post-353228","post","type-post","status-publish","format-standard","hentry","category-analytics","tag-bats","tag-hillstrom","tag-kevin","tag-minethatdata"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: At Bats - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=353228\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: At Bats - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"I watched this podcast from Orita about email marketing (and other stuff &#8211; click here). 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