Download - Re-Engaging Email Subscribers
Re-Engaging Email Subscribers
Jeanette Brown, Informz
Email Rockstar Guest: Isabel Carrión-López,
Toy Industry Association, Inc.
Can You Hear Me Now?
If you can hear and see my slide, please note this in the question box to your right.
If you cannot hear, please try re-dialing in, and let me know so I can be of assistance.
Re-Engaging Email Subscribers
Jeanette Brown, Informz
Email Rockstar Guest: Isabel Carrión-López,
Toy Industry Association, Inc.
30%
About Me
@emktg_guru
About Isabel
Isabel Carrión-López
Who is TIA?
•550+ members
•Staff of 45
•$18+ million budget
About Toy Industry Association, Inc.
• Toy News Tuesday (TNT)
– Summary of week’s TIA news
– Multiple audiences
– @6400 subscribers
– Wide variety of topics and “fun facts”
Interview Regulatory
Advocacy Safety
Membership Events
Other TIA News Other Industry Events
Consumer Member News
Research Other Headlines
Foundation
TNT News Topics
Toy News Tuesday Stats 2009-2011
• Steady decline in TNT open and click-thru rates since February 2009
• 10% decrease in deliverability between 2009 and 2010 80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
94.00%
2009 2010
17.00%
18.00%
19.00%
20.00%
21.00%
22.00%
23.00%
24.00%
25.00%
2009 2010 2011 (through
5/31)
Open
Click-thru
Goals
• To grow both open and click-thru rates above 20% and restore 2009 deliverability rate
• To learn what our audiences want from TNT
• To move TNT forward by making it mobile-and social media-friendly
TNT Improvement Project
• A/B split testing on the subject line
• Re-engagement email and survey campaign
• Newsletter re-design
A/B Testing
Split A/B Testing - Methodology
• Split distribution list (50/50)
• Testing conducted in two, two-week intervals
• One group received the newsletter with the old subject line and the second group received it with varying subject lines
• Removed hard and repeated bouncers
Subject Line A/B Testing
Old Subject Line:
Toy News Tuesday | June 23
New Subject Line:
Based on lead story
Split A/B Testing - Results
• Use of varying subject lines resulted in higher open and click-thru rates (still short of goal though)
• Different subject lines yielded different results
15.50%
16.00%
16.50%
17.00%
17.50%
18.00%
18.50%
19.00%
New Subject Line Old Subject Line
Open
Click-thru
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Safety or Legislative News
Foundation & Other News
Open
Click-thru
Re-Engagement
Re-engagement Campaign – Methodology
• Two email campaigns, three emails each (one per week)
• Two different groups: – Active readers– Inactive readers
• Subject lines: – Personalize Toy News Tuesday (both)– Don’t Let Toy News Tuesday Fade Away
(inactive)Personalize Toy News Tuesday (active)
– Last Chance to Continue Toy News Tuesday (inactive)Last Chance: Personalize Toy News Tuesday (active)
• Hard and repeated bouncers were removed
• Link to survey was also included in TNT
Subject Lines Used
Personalize Your Toy News Tuesday Subscription
Don’t Let Toy News Tuesday Fade Away
Last Chance to Continue Toy News Tuesday
Unengaged Email Results
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Email 1 Email 2 Email 3
Open
CTR
Re-engagement Campaign - Results
• Open, click-thru, and survey response rates were much higher among active readers
• Only five respondents opted-out altogether 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Active Readers Inactive Readers
Open
Click-thru
Survey Responses
91% said they read TNT on their computers and prefer an HTML over a plain text version
Overall Unengaged Results
• 4% re-engaged
• Removed 1800 subscribers, about 30%
• 18% lift in deliverability
Redesign
Newsletter Re-Design
Overall Results
• Close to 2K addresses were removed
from the subscriber list. As a direct
result:
– Open and click-thru rates increased
significantly (on average +5%)
– Overall deliverability increased
almost 20%
• Increase in sharing activity of TNT
articles
• Since Sep 2011, overall open and click-
thru rates have remained at 19%+ with
rates as high as 43.1%.
Continuing Efforts
• Regularly remove bounces to maintain high deliverability rates
• Monitor results on a monthly basis
• Use of send-time optimization
134%
Send-Time Optimization
Lessons Learned
• Subject line matters
• List hygiene matters– Regularly remove bounces– Every 6 months to a year, conduct a re-engagement
campaign
• Don’t be afraid to test
• Survey your audience – you’d be surprised what you learn
Email Rockstar!
