Digital Plus acquisition email version to sports segment who are less than 7-day print subscribers.
Digital Plus business-themed acquisition email to 7-day print subscriber customer segment.
Out-of-Area acquisition email to non-print subscribers.
Improved Email Performance Through
Audience Segmentation
ISSUE:
How to improve email performance and Digital Plus subscriptions from corporate email list.
STRATEGIES:
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Matched customer geographic and product information with actual online news story category preferences, and form segments
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Developed calendar of digital subscription value-added benefits, and identify benefit versioning based on news preferences
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Created email template to establish branding and easily manage variable elements
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Versioned acquisition email subject lines, copy, images to reflect prospects relationship with Tribune
RESULTS:
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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
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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
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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%.
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Versioning also significantly reduced unsubscribe rate from .20% to 0-.01%
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Conversion rate jumped from an average of .1% to between .5-2.0% during the test