Over the course of the past year or so, we’ve all read a number of (very well-played) satirical interpretations of what people’s email addresses/domains say about them. While joking about some of those same stereotypes around our office last week, I decided it would be interesting to examine the rumored hypotheses from a Savored lens – and the results are worth sharing!
To complete this analysis, we first broke our subscriber list into sub-groups by email domain; several big groups instantly emerged (Gmail, AOL, etc.), and we took it upon ourselves to categorize the smaller segments – typically emails tied to a company – into broader types, i.e. financial industries vs. consulting vs. advertising. To further spice things up, we broke out our 32 Savored employees as a league of our own.
Age – not surprisingly, members still relying on AOL and other ISPs (Comcast, ATT, etc.) for their email needs are the oldest of the bunch.
Viral Coefficient - an important metric for any Internet business is its viral coefficient, or in other words, the propensity for members to spread the word about the service/product. A quick regression of age vs. viral coefficient revealed that for every year older a Savored member becomes, his/her propensity to invite others to the service drops at a statistically significant rate of 0.05%. It was no surprise, then, to learn that Yahoo, AOL, ISPs and government/non-profit employees are the least likely to give us a nod. A close cousin to viral coefficient is invitation acceptance rate; after all, there’s limited benefit to inviting people if they don’t actually join the service! Accordingly, we give a major hat tip to our friends in advertising, marketing and PR, who are not only viral, but who also boast an invitation acceptance rate close to 50%, higher than any other cohort (save for Savored employees, of course!).
Customer Activation and Engagement – a metric near and dear to the hearts of our marketing team, customer activation rates were highest among those members who use their work email addresses for Savored reservations; extrapolating with some creative license here, we’re hoping this means client-facing professionals are using Savored to indulge a bit further with their expense accounts. Subscribers boasting AOL, Yahoo, Hotmail and miscellaneous ISP email addresses have proven the least likely to actually use our service to book reservations. Not surprisingly, our Savored clan boasts 100% activation – we all use the service regularly (maybe even a bit too often based on the spring diet scuttlebutt!). That said, our ISP email members (ATT, Comcast, Roadrunner, among others) are consistently the most engaged with email where open and clickthrough rates are concerned…maybe they’re spreading the word offline? Moreover, this same group boasts our most loyal users once they get going; repeat purchase rates for ISP email addresses, AOL, etc. are some of our highest across the board.
Like good little data scientists, we also break our customer activation rates into more digestible time periods (i.e. what % of new sign-ups make a reservation the first day they join); these early engagement metrics are still highest for our friends dialing in from office email.
Fun Facts: With the help of our friends at Sailthru, we also took a quick look at how interests differ (cuisines, neighborhoods, top restaurants booked) by email type; the chart below provides some fun highlights. For sample size reasons, we’re just looking at NYC today – apologies to our friends in other markets.
- From the numbers, it looks like just our Savored sample set and the Gmail cohort have a tendency to walk on the “wild” side where cuisine is concerned, with almost all other groups flocking primarily to Italian or American cuisines.
- Many of our older users actually live outside the city (as do an uncanny percentage of the users with ISP addresses), which helps to explain their interest in a place like X2O Xaviars (a great restaurant up in Westchester) as well as restaurants in midtown; they may be seeking options closest to points of entry such as Grand Central.
- We left the individual industry segments out of this analysis, but not surprisingly, they were very much clustered around midtown destinations.
- Savored employees really like dining in the West Village, probably because it’s just a hop, skip and a jump away from our “Silicon Square” headquarters
- Here’s our stereotype: older people (as defined by a propensity to still be using AOL, Yahoo or ISP email) are the “truth through proof” heard; they’re listening and ready to learn about your service, but they’re not ready to jump right in (whether that means purchasing quickly or telling their friends). However, once you’ve sold them, they are often the most loyal users in your database, so don’t discount them!
- We wish more people would sign up for Savored with work email addresses – it’s abundantly clear to us that people welcome the delicious distraction of dining reservations while punching the clock.
- Quite a few people still have/use Juno email accounts. Wow.