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Improved Email Performance Through 

Audience Segmentation

ISSUE:

How to improve email performance and Digital Plus subscriptions from corporate email list.

STRATEGIES:

  • Matched customer geographic and product information with actual online news story category preferences, and form segments

  • Developed calendar of digital subscription value-added benefits, and identify benefit versioning based on news preferences

  • Created email template to establish branding and easily manage variable elements

  • Versioned acquisition email subject lines, copy, images to reflect prospects relationship with Tribune

RESULTS:

  • Database and news readership research revealed 12 major email segments:  Sports, Business, Out-of-Area, General News paired with 7-Day Print, Non 7-Day Print and Non Print Subscribers

  • Featuring type of news preference in subject line resulted in remarkable increase in open rate from average of 10-15% to 40-70% open rates during campaign

  • By varying the image to reflect image from news preference type (i.e. Sports, Business, Tourism/Out-of-Area, General News) and CTA button/copy to reflect past relationship with Tribune print products, click rate increased from usual 1% rate to 8-14%.

  • Versioning also significantly reduced unsubscribe rate from .20% to 0-.01% 

  • Conversion rate jumped from an average of .1% to between .5-2.0% during the test

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