how to keep subscribers engaged with your brand via personalized...
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How to Keep Subscribers Engaged with Your Brand via Personalized ContentDiana PrimeauDirector of Member Services CNET
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Session Speaker
Diana PrimeauDirector of Member Services, Audience DevelopmentCNET
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 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 easier 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
Increase relevancy and personalization
Ditch batch-and-blast shotgun approach to email
Achieve more engagement with subscribers
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Welcome & Nurturing Series
Part I: Attracting and Nurturing New UsersPart II: Retaining Existing Users
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Subject Line:Welcome to CNET! Let’s get started
Welcome Email — Control
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Subject Line:Welcome to CNET! Let’s get started
Welcome Email — Control
Product reviews
Tech news
More newsletters
Forums
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Experiment: Welcome email
Test Design — A/B split including:
• Content• Subject lines • Advertisements
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So we tested …
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Subject Line: Welcome to CNET! Let’s get started
Welcome Email: Version 2
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Subject Line: Welcome to CNET! Let’s get started
Welcome Email: Version 3
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Subject Line: Thanks for joining! Let’s get started
Welcome Email: Version 4
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Subject Line: Thanks for joining! Let’s get started
Welcome Email: Version 5
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Subject Line: Thanks for joining! Let’s get started
Welcome Email: Version 6
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Subject Line: Thanks for joining! Let’s get started
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%
Increases in Opens and CTR in Each TestEach 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%
Increases in Opens and CTR in Each TestEach version of the Welcome email outperformed the Control.
Our hypothesis was wrong: 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
Experiment ID: CNET Nurturing SeriesBackground: Automated nurturing series, sent after Welcome email
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Experiment: Nurturing series
Test Design — A/B split including:
• Content• Design• Order
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First Nurturing: Social network emailVersion 1 Version 2
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Second Nurturing: Mobile programVersion 1 Version 2
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Third Nurturing: Video emailVersion 1 Version 2
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Order Matters
Original Send Order
VideoMobileSocial
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Order Matters
Original Send Order
VideoMobileSocial
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Order Matters
Tested Send Order
SocialVideoMobile
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Order Matters
Tested Send Order
SocialVideoMobile
53.85% 15.83% 37.15%
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Order Matters
Tested Send Order
SocialVideoMobile
53.85% 15.83% 37.15%
So we reverted back …
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Order Really Matters
SocialVideoMobileVideoMobileSocial
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Nurturing Series: Results
Testing is key. Sometimes testing falls to the bottom of our priorities. !
10% increase in open rate26.11% increase in clicks
What works for one brand may not work for another. !
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Welcome and Nurturing Series
Huge value for the customer
Demonstrated by high engagement rates
Open rates range from 40% to 80%
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Welcome and Nurturing Series
Huge value for the customer
Demonstrated by high engagement rates
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Content Sends
Part I: Attracting and Nurturing New UsersPart II: Retaining Existing Users
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Testing the New Way: Our hypothesis
Old School New School
Batch-and-blast Segmentation based on:• Remarketing data• Click segments• Site behavior
! Will increase user engagement
Vs.
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Control: 85%No Targeting
Test Group: 15%
Control ContentNo Targeting
Test ContentSegmented
Test Design
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Segmentation: Home health testControl Treatment
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Segmentation: Home health testControl Treatment
Photo and video content
Home health content
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Segmentation: Home health testControl Treatment
Photo and video content
Home health content
130%in click rate
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Segmentation: News
ControlTreatment
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Segmentation: News
ControlTreatment
News content
Smart home and appliancescontent
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Segmentation: News
ControlTreatment
News content
Smart home and appliancescontent
307%in click rate
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Segmentation: Cars of the futureControl Treatment
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Segmentation: Cars of the futureControl Treatment
Car content
Games and gear content
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Segmentation: Cars of the futureControl Treatment
Car content
Games and gear content
119%in click rate
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Top TakeawaysLook 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 ongoing.
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Thank YouDiana PrimeauDirector of Member ServicesCNET@macrosmed
Erin HoggReporterMarketingSherpa@HoggErin
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