how to keep subscribers engaged with your brand via
play

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

Jun 01, 2023 •375 likes •883 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

  1. How to Keep Subscribers Engaged with Your Brand via Personalized Content Dian ana P Primeau au Director of Member Services CNET

  2. 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 opportunities 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 @macrosmed visitors. Prior to her 10 years at CNET, she was Vice President of Cross Product Initiatives at Macromedia. 2

  3. 3

  4. 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 4

  5. No matter the industry ... Engaging an existing customer is much ch eas easier er than acquiring a new customer. 5

  6. 6

  7. Sweepstakes Engagement Rate 46.10% 26.66% 24.29% 18.10% 13.03% 8.63% 1-30 Days 31-60 Days 61-90 Days New Users Who Entered Sweeps Current Users Who Entered Sweeps 7

  8. CNET’s Challenge Incre rease relevancy and personalization Ditc tch batch-and-blast shotgun approach to email Achieve e more engagement with subscribers 8

  9. Welcome & Nurturing Series Part I: Attracting and Nurturing New Users Part II: Retaining Existing Users 9

  10. Welcome Email — Control Subject Line: Welcome t e to C CNET! Let et’s get et s started ed 10

  11. Welcome Email — Control Subject Line: Welcome t e to C CNET! Let et’s get et s started ed Product reviews Tech news More newsletters Forums 11

  12. Experiment: Welcome email Tes est Des esign — A/B split including: Content • Subject lines • Advertisements • 12

  13. So we tested … 13

  14. Welcome Email: Version 2 Subject Line: Wel elcome t to CNE NET! Let’s g get started ed 14

  15. Welcome Email: Version 3 Subject Line: Welcome to CNE NET! L Let’s get s started ed 15

  16. Welcome Email: Version 4 Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed 16

  17. Welcome Email: Version 5 Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed 17

  18. Welcome Email: Version 6 Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed 18

  19. Welcome Email: Version 6 Subject Line: Tha hank nks f for j joini ining ng! Let’s g get started ed Simple worked best 19

  20. Welcome Email: Results Incr creases in O Opens and C CTR i in E Each ch Test st Each version of the Welcome email outperformed the Control. 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% 20

  21. Welcome Email: Results Incr creases in O Opens and C CTR i in E Each ch Test st Each version of the Welcome email outperformed the Control. 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% ! Our h hyp ypot othesis w was wron ong: For our brand, less is better. 21

  22. Now what? New user is welcomed to CNET 22

  23. Experiment: Nurturing series Exper perimen ent I ID: CNET Nurturing Series Background und: : Automated nurturing series, sent after Welcome email 23

  24. Experiment: Nurturing series Tes est Des esign — A/B split including: Content • Design • Order • 24

  25. First Nurturing: Social network email Version 1 Version 2 25

  26. Second Nurturing: Mobile program Version 1 Version 2 26

  27. Third Nurturing: Video email Version 2 Version 1 27

  28. Order Matters Original Send Order Mobile Video Social 28

  29. Order Matters Original Send Order Mobile Video Social 29

  30. Order Matters Tested Send Order Video Social Mobile 30

  31. Order Matters Tested Send Order Video Social Mobile 53.85% 15.83% 37.15% 31

  32. Order Matters Tested Send Order Video Social Mobile So we reverted back … 53.85% 15.83% 37.15% 32

  33. Order Really Matters Mobile Video Social Video Social Mobile 33

  34. Nurturing Series: Results 10% 10% incr crease i in open r rate 26.11% incr crease i in cl click cks ! Testing i is key ey. Sometimes testing falls to the bottom of our priorities. ! What works for one brand may not work for another. 34

  35. Welcome and Nurturing Series Hu Huge value for the customer Open rates range from 40% to 80% Demonstrated by high gh engagement rates 35

  36. Welcome and Nurturing Series Hu Huge value for the customer Demonstrated by high gh engagement rates 36

  37. Content Sends Part I: Attracting and Nurturing New Users Part II: Retaining Existing Users 37

  38. Testing the New Way: Our hypothesis Ol Old S School ool New School ool Vs. Vs Segmentation based on: Batch-and-blast Rema marketing d dat ata • Cl Click s segm gments • Site b e beha ehavior • ! Will increase user engagement 38

  39. Test Design Tes est G Group: 15% Test Content Segmented Control Content No Targeting Control: 85% No Targeting 39

  40. Segmentation: Home health test Control Treatment 40

  41. Segmentation: Home health test Control Treatment Home health Photo and content video content 41

  42. Segmentation: Home health test Control Treatment Home health Photo and content video content 130% 0% in click rate 42

  43. Segmentation: News Treatment Control 43

  44. Segmentation: News Treatment Control News content Smart home and appliances content 44

  45. Segmentation: News Treatment Control News content Smart 307% 7% home and appliances in click rate content 45

  46. Segmentation: Cars of the future Treatment Control 46

  47. Segmentation: Cars of the future Treatment Control Car content Games and gear content 47

  48. Segmentation: Cars of the future Treatment Control Car content Games and 119% 9% gear content in click rate 48

  49. Top Takeaways Look for the low-hanging fruit. 1 Start now, and leverage what you have. 2 Your numbers will provide you with the business case 3 you need to acquire new technology. Measure and share your results — not just once but 4 ongoing. 49

  50. Thank You Diana Primeau Director of Member Services CNET @macrosmed Erin Hogg Reporter MarketingSherpa @HoggErin 50

Download Presentation
Download Policy: The content available on the website is offered to you 'AS IS' for your personal information and use only. It cannot be commercialized, licensed, or distributed on other websites without prior consent from the author. To download a presentation, simply click this link. If you encounter any difficulties during the download process, it's possible that the publisher has removed the file from their server.

Recommend

Welcome your new email subscribers ! t o l i p o t u a n o New subscribers to your

Welcome your new email subscribers ! t o l i p o t u a n o New subscribers to your

Welcome your new email subscribers ! t o l i p o t u a n o New subscribers to your organization What typically happens when someone subscribes? What is an email nurture sequence? Automated series of emails someone receives

721 views • 34 slides
Disrupting Technologies a retrospect Jesse Dijkstra Frontend Developer Subscribers Subscribers

Disrupting Technologies a retrospect Jesse Dijkstra Frontend Developer Subscribers Subscribers

Disrupting Technologies a retrospect Jesse Dijkstra Frontend Developer Subscribers Subscribers Newsstand Subscribers Newsstand Subscribers Newsstand 325 000 Overview Content Payment Provider Webservice Provider Provider Services

728 views • 29 slides
THE KELTEK BRAND Brand Style. Brand Voice. Brand Behavior. THE KELTEK BRAND What is a brand? A

THE KELTEK BRAND Brand Style. Brand Voice. Brand Behavior. THE KELTEK BRAND What is a brand? A

THE KELTEK BRAND Brand Style. Brand Voice. Brand Behavior. THE KELTEK BRAND What is a brand? A persons perception of a product, service, experience or organization; the art and science of brand building. Opportunities to influence brand

619 views • 8 slides
Engaged Philanthropy Engaged Philanthropy The Rank Foundation operates a model of engaged

Engaged Philanthropy Engaged Philanthropy The Rank Foundation operates a model of engaged

Engaged Philanthropy Engaged Philanthropy The Rank Foundation operates a model of engaged philanthropy, combining intellectual, social and financial capital in order to maximise impact, whilst leveraging additional funding and support:

293 views • 10 slides
BRAND REVEAL November 25, 2015 VANCOUVER COASTAL BRAND REVEAL REQUESTS RECEIVED FROM REGIONS -

BRAND REVEAL November 25, 2015 VANCOUVER COASTAL BRAND REVEAL REQUESTS RECEIVED FROM REGIONS -

VANCOUVER COASTAL BRAND REVEAL November 25, 2015 VANCOUVER COASTAL BRAND REVEAL REQUESTS RECEIVED FROM REGIONS - FOR UNIQUE BRANDS WHY REGIONAL UNIQUENESS OF EACH REGIONS BRANDING? - PEOPLE, LAND AND PRIORITIES FNHA ENGAGED A BRANDING

439 views • 7 slides
WHAT IS A BRAND? Brand is not : Your name, your logo, your messaging, or any other thing

WHAT IS A BRAND? Brand is not : Your name, your logo, your messaging, or any other thing

WHAT IS A BRAND? Brand is not : Your name, your logo, your messaging, or any other thing perceived with your physical senses; these are Brand Representations WHAT IS A BRAND? The many things often confused for the brand can represent

490 views • 21 slides
OpenPGP? mailing lists? OpenPGP on mailing lists? let's fix that! manual all subscribers have

OpenPGP? mailing lists? OpenPGP on mailing lists? let's fix that! manual all subscribers have

OpenPGP? mailing lists? OpenPGP on mailing lists? let's fix that! manual all subscribers have all subscribers and all public keys doesn't scale list key scales works proxy re-encryption secure e-mail list service

472 views • 28 slides
FIT Brand Architecture May 1, 2015 FIT BRAND ARCHITECTURE Brand Overview Brand Overview May 1,

FIT Brand Architecture May 1, 2015 FIT BRAND ARCHITECTURE Brand Overview Brand Overview May 1,

FIT Brand Architecture May 1, 2015 FIT BRAND ARCHITECTURE Brand Overview Brand Overview May 1, 2015 FIT BRAND ARCHITECTURE Brand Overview Brand The sum total of how an organization is perceived. Branding Shaping that perception through

848 views • 35 slides
START WITH YOUR BRAND POSITION Your Brand Positioning is An expression of how your brand

START WITH YOUR BRAND POSITION Your Brand Positioning is An expression of how your brand

START WITH YOUR BRAND POSITION Your Brand Positioning is An expression of how your brand fills a need for a particular audience in a way that competitors dont A guide for the marketing, production and operational decisions of your

518 views • 22 slides
Welcome No e l Jo h n M cLo u g h l i n M A RK ETI NG DI RECTOR Our Brand Your Brand

Welcome No e l Jo h n M cLo u g h l i n M A RK ETI NG DI RECTOR Our Brand Your Brand

Welcome No e l Jo h n M cLo u g h l i n M A RK ETI NG DI RECTOR Our Brand Your Brand Getting to know your Holiday Maker Dublin Updates Networking Event Tour of St Patricks Cathedral & Marshs Library Ga v a n Wo o

1.04k views • 74 slides
Brand USA Originals 2016 NC Co-op International Brand USA & Miles Brand USA is the United

Brand USA Originals 2016 NC Co-op International Brand USA & Miles Brand USA is the United

Brand USA Originals 2016 NC Co-op International Brand USA & Miles Brand USA is the United States Official Destination Marketing Organization (DMO) promoting global travel to the United States. Brand USAs mission is to increase

496 views • 10 slides
USP vs SPB Strategically Positioned Brand Build A Brand Give Your Product A Killer Brand

USP vs SPB Strategically Positioned Brand Build A Brand Give Your Product A Killer Brand

Build A Valuable Asset that You Can Profit From For Years Or Sell As A Valuable Business Simply by Building Your OWN Brand Build A Brand USP vs SPB Strategically Positioned Brand Build A Brand Give Your Product A Killer Brand Name

291 views • 6 slides
2017 1 TAURUS BRAND FACTORY PRODUCT OFFER MARKET COVERAGE BRAND IDENTITY BRAND SUPPORT 2

2017 1 TAURUS BRAND FACTORY PRODUCT OFFER MARKET COVERAGE BRAND IDENTITY BRAND SUPPORT 2

BRAND PRESENTATION 2017 1 TAURUS BRAND FACTORY PRODUCT OFFER MARKET COVERAGE BRAND IDENTITY BRAND SUPPORT 2 TAURUS BRAND AND FACTORY 3 BRAND BR AND HIS HISTOR ORY Passenger car tires from In 1973, the TAURUS brand was applied to

885 views • 32 slides
A guide to making the most of YOUR brand As a business in Fremantle THIS IS your brand To

A guide to making the most of YOUR brand As a business in Fremantle THIS IS your brand To

A guide to making the most of YOUR brand As a business in Fremantle THIS IS your brand To maximise the power of this brand businesses can leverage it in many ways. It could be putting the shop window sticker on your shopfront, adding the logo

296 views • 16 slides
BRAND CONSISTENCY presented by Index Introduction What is Brand Consistency? Why is Brand

BRAND CONSISTENCY presented by Index Introduction What is Brand Consistency? Why is Brand

BRAND CONSISTENCY presented by Index Introduction What is Brand Consistency? Why is Brand Consistency Important? Easy Ways to Keep You Consistent Case Study: Concordia University of Edmonton Summary Contact Information Introduction Who

513 views • 17 slides
BRAND BRAND IDENTITY Las Iguanas have recently undertaken a full brand refresh, working with a

BRAND BRAND IDENTITY Las Iguanas have recently undertaken a full brand refresh, working with a

THE BRAND BRAND IDENTITY Las Iguanas have recently undertaken a full brand refresh, working with a leading London agency to develop an updated logo and visual language in keeping with the coming of age of the concept. The resulting branding is

953 views • 10 slides
Session Title DIANA PRIMEAU Director of Member Services CNET (CBS Interactive) Diana Primeau

Session Title DIANA PRIMEAU Director of Member Services CNET (CBS Interactive) Diana Primeau

From Concept to Conversions: How CNET (CBS Interactive) used interest to quickly create a new audience for a new site Session Title DIANA PRIMEAU Director of Member Services CNET (CBS Interactive) Diana Primeau Director of Member Services

608 views • 31 slides
Configuration management Jack Fowler / Steve Kettell LBNC Feb 20, 2018 Charge Point Provide

Configuration management Jack Fowler / Steve Kettell LBNC Feb 20, 2018 Charge Point Provide

LBNF Long-Baseline Neutrino Facility Configuration management Jack Fowler / Steve Kettell LBNC Feb 20, 2018 Charge Point Provide an update on the status of the LBNF/DUNE Configuration Management Plan, and implementation timeline and

419 views • 8 slides
Design of the ARM VFP-11 Divide and Square Root Synthesisable Macrocell Neil Burgess Chris

Design of the ARM VFP-11 Divide and Square Root Synthesisable Macrocell Neil Burgess Chris

Design of the ARM VFP-11 Divide and Square Root Synthesisable Macrocell Neil Burgess Chris Hinds School of Engineering ARM Design Center Cardiff University Cambridge WALES, UK UK Key points New high-performance radix-4 SRT square

589 views • 26 slides
Midterm 2 topics (in one slide) Machine-level code representation Instructions, operands, flags

Midterm 2 topics (in one slide) Machine-level code representation Instructions, operands, flags

Midterm 2 topics (in one slide) Machine-level code representation Instructions, operands, flags Branches, conditions, and loops Procedures and calling conventions Arrays, structs, unions CSci 2021: Review Lecture 2 Buffer overflow attacks

245 views • 5 slides
Growing Up Geek Bob Paulin @bobpaulin Sarah Johnson @johnsons531 Tim Steele @whoistimsteele Public

Growing Up Geek Bob Paulin @bobpaulin Sarah Johnson @johnsons531 Tim Steele @whoistimsteele Public

Growing Up Geek Bob Paulin @bobpaulin Sarah Johnson @johnsons531 Tim Steele @whoistimsteele Public Bragging Competition (a.k.a., an Audience Poll) Consumers vs. Producers Most People Dont Understand Technology Government Legal System Local

649 views • 23 slides
Learning Accurate Cutset Networks by Exploiting Decomposability N. Di Mauro, A. Vergari, and F.

Learning Accurate Cutset Networks by Exploiting Decomposability N. Di Mauro, A. Vergari, and F.

Learning Accurate Cutset Networks by Exploiting Decomposability N. Di Mauro, A. Vergari, and F. Esposito Department of Computer Science, LACAM Laboratory University of Bari Aldo Moro, Italy 14th Conference of the Italian Association for

521 views • 10 slides
Do Social Networks Improve e-Commerce? A Study on Social Marketplaces 1 GAYATRI SWAMYNATHAN,

Do Social Networks Improve e-Commerce? A Study on Social Marketplaces 1 GAYATRI SWAMYNATHAN,

Do Social Networks Improve e-Commerce? A Study on Social Marketplaces 1 GAYATRI SWAMYNATHAN, CHRISTO WILSON , BRYCE BOE, KEVIN ALMEROTH AND BEN Y. ZHAO UC SANTA BARBARA Current Lab @ UCSB Leveraging Online Social Networks 2 Online

529 views • 19 slides
Ubiquitous and Mobile Computing CS 528: Visage: A Face Interpretation Engine for Smartphone

Ubiquitous and Mobile Computing CS 528: Visage: A Face Interpretation Engine for Smartphone

Ubiquitous and Mobile Computing CS 528: Visage: A Face Interpretation Engine for Smartphone Applications Qiwen Chen Electrical and Computer Engineering Dept. Worcester Polytechnic Institute (WPI) Introduction Visage: A robust, real time

572 views • 24 slides

More recommend