How to Keep Subscribers Engaged with Your Brand via Personalized - - PowerPoint PPT Presentation

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How to Keep Subscribers Engaged with Your Brand via Personalized - - PowerPoint PPT Presentation

Jun 01, 2023 375 likes •887 views

How to Keep Subscribers Engaged with Your Brand via Personalized Content Dian ana P Primeau au Director of Member Services CNET Session Speaker Dian ana P a Primeau au Direc ector of Member er S Servi vices, A Audience D e Dev

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How to Keep Subscribers Engaged with Your Brand via Personalized Content

Dian ana P Primeau au Director of Member Services CNET

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Session Speaker

Dian ana P a Primeau au Direc ector of Member er S Servi vices, A Audience D e Dev evel elopmen ent CNET ET

Diana is Director of Member Services Audience Development at

  • CNET. She is very passionate about email marketing and the
  • pportunities it brings to the business. Primeau leads a

cross-functional team that drives site engagement, increases subscription conversions, maximizes social and traditional email registration and manages email lists comprised of millions of unique

  • visitors. Prior to her 10 years at CNET, she was Vice President of Cross

Product Initiatives at Macromedia.

@macrosmed

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CNET Users

Tech Enthusiasts

  • Research tech they are interested in to make buying

decisions

  • Learn how to use their tech
  • Keep up with tech news and trends
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No matter the industry ... Engaging an existing customer is much ch eas easier er than acquiring a new customer.

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Sweepstakes Engagement Rate

8.63% 13.03% 24.29% 18.10% 26.66% 46.10% 1-30 Days 31-60 Days 61-90 Days New Users Who Entered Sweeps Current Users Who Entered Sweeps

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CNET’s Challenge

Incre rease relevancy and personalization Ditc tch batch-and-blast shotgun approach to email Achieve e more engagement with subscribers

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Welcome & Nurturing Series

Part I: Attracting and Nurturing New Users Part II: Retaining Existing Users

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Subject Line: Welcome t e to C CNET! Let et’s get et s started ed

Welcome Email — Control

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Subject Line: Welcome t e to C CNET! Let et’s get et s started ed

Welcome Email — Control

Product reviews Tech news More newsletters Forums

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Experiment: Welcome email

Tes est Des esign — A/B split including:

  • Content
  • Subject lines
  • Advertisements
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So we tested …

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Subject Line: Wel elcome t to CNE NET! Let’s g get started ed

Welcome Email: Version 2

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Subject Line: Welcome to CNE NET! L Let’s get s started ed

Welcome Email: Version 3

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Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed

Welcome Email: Version 4

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Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed

Welcome Email: Version 5

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Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed

Welcome Email: Version 6

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Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed

Welcome Email: Version 6

Simple worked best

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Welcome Email: Results

Email Version Open Rate CTR Control – Lots of content 32.66% 12.18% V2 – Simplified content, picture of editor 45.46% 20.25% V3 – Simplified content, no picture and ad 43.20% 16.08% V4 – Simplified content, ad and new subject line 44.74% 19.91% V5 – Simplified content, big picture and no ad 46.63% 20.64% V6 – Simplified content, big picture and ad 46.70% 21.23%

Incr creases in O Opens and C CTR i in E Each ch Test st

Each version of the Welcome email outperformed the Control.

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Welcome Email: Results

Email Version Open Rate CTR Control — Lots of content 32.66% 12.18% V2 — Simplified content, picture of editor 45.46% 20.25% V3 — Simplified content, no picture and ad 43.20% 16.08% V4 — Simplified content, ad and new subject line 44.74% 19.91% V5 — Simplified content, big picture and no ad 46.63% 20.64% V6 — Simplified content, big picture and ad 46.70% 21.23%

Incr creases in O Opens and C CTR i in E Each ch Test st

Each version of the Welcome email outperformed the Control. Our h hyp ypot

  • thesis w

was wron

  • ng: For our brand, less is better.

!

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New user is welcomed to CNET Now what?

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Experiment: Nurturing series

Exper perimen ent I ID: CNET Nurturing Series Background und: : Automated nurturing series, sent after Welcome email

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Experiment: Nurturing series

Tes est Des esign — A/B split including:

  • Content
  • Design
  • Order
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First Nurturing: Social network email

Version 1 Version 2

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Second Nurturing: Mobile program

Version 1 Version 2

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Third Nurturing: Video email

Version 1 Version 2

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Order Matters

Original Send Order Video Mobile Social

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Order Matters

Original Send Order Video Mobile Social

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Order Matters

Tested Send Order Social Video Mobile

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Order Matters

Tested Send Order Social Video Mobile

53.85% 15.83% 37.15%

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Order Matters

Tested Send Order Social Video Mobile

53.85% 15.83% 37.15%

So we reverted back …

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Order Really Matters

Social Video Mobile Video Mobile Social

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Nurturing Series: Results

Testing i is key

  • ey. Sometimes testing falls to the bottom of our priorities.

! 10% 10% incr crease i in open r rate 26.11% incr crease i in cl click cks

What works for one brand may not work for another.

!

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Welcome and Nurturing Series

Hu Huge value for the customer Demonstrated by high gh engagement rates

Open rates range from 40% to 80%

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Welcome and Nurturing Series

Hu Huge value for the customer Demonstrated by high gh engagement rates

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Content Sends

Part I: Attracting and Nurturing New Users Part II: Retaining Existing Users

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Testing the New Way: Our hypothesis

Ol Old S School

  • ol

New School

  • ol

Batch-and-blast

Segmentation based on:

  • Rema

marketing d dat ata

  • Cl

Click s segm gments

  • Site b

e beha ehavior

!

Will increase user engagement

Vs Vs.

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Control: 85%

No Targeting

Tes est G Group: 15% Control Content

No Targeting

Test Content

Segmented

Test Design

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Segmentation: Home health test

Control Treatment

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Segmentation: Home health test

Control Treatment Photo and video content Home health content

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Segmentation: Home health test

Control Treatment Photo and video content Home health content

130% 0%

in click rate

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Segmentation: News

Control Treatment

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Segmentation: News

Control Treatment News content Smart home and appliances content

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Segmentation: News

Control Treatment News content Smart home and appliances content

307% 7%

in click rate

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Segmentation: Cars of the future

Control Treatment

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Segmentation: Cars of the future

Control Treatment Car content Games and gear content

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Segmentation: Cars of the future

Control Treatment Car content Games and gear content

119% 9%

in click rate

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Top Takeaways

Look for the low-hanging fruit. Start now, and leverage what you have. Your numbers will provide you with the business case you need to acquire new technology. Measure and share your results — not just once but

  • ngoing.

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Thank You

Diana Primeau Director of Member Services CNET @macrosmed Erin Hogg Reporter MarketingSherpa @HoggErin