going electric: using e-communications to spread your message
DESCRIPTION
Going Electric: Using E-Communications to spread your message. Introduction: Hagerty’s eNewsletter. Hagerty history Print newsletter Hagerty’s magazine Created online “Lifestyle” area to cater to hobbyists But, “If you build it, people won’t necessarily come” - PowerPoint PPT PresentationTRANSCRIPT
Going Electric: Using E-Communications to spread your message
Introduction: Hagerty’s eNewsletter
• Hagerty history• Print newsletter• Hagerty’s magazine
• Created online “Lifestyle” area to cater to hobbyists• But, “If you build it, people won’t necessarily come”
• eNewsletters are the quickest, least expensive way to directly engage your audience and get them to your site – IF DONE RIGHT
• Telling vs. Selling• Hagerty’s eNewsletters are editorially based; we don’t spam
STARTING POINT: June 2009
Number of subscribers: 59,079 // Visits to Lifestyle site: 20,358June: 59,079 June: 20,538
NOW: December 2010
Number of subscribers: 59,079 // Visits to Lifestyle site: 20,358June: 59,079 June: 20,538Dec.: 296,723 Dec.: 43,069
WHAT HAPPENED?? Subscription Management
In 2009, suffered from:
1.Poor software
2. Poor management
3. Weak content
WHAT HAPPENED?? Subscription Management
In 2009, suffered from:
1.Poor software
2. Poor management
3. Weak content
We had 250,000 emails, but it was only compiling 60,000 for our sends
WHAT HAPPENED?? Subscription Management
In 2009, suffered from:
1.Poor software
2. Poor management
3. Weak content
We had 250,000 emails, but it was only compiling 60,000 for our sends
We weren’t managing the list effectively, scrubbing subscribers who shouldn’t have been scrubbed
WHAT HAPPENED?? Subscription Management
In 2009, suffered from:
1.Poor software
2. Poor management
3. Weak content
We had 250,000 emails, but it was only compiling 60,000 for our sends
We weren’t managing the list effectively, scrubbing subscribers who shouldn’t have been scrubbed
The online content was handled by our marketing department; no dedicated web editor
SOFTWARE and MANAGEMENT: Exact Target
Improved software
• List management•Cleaned up our lists, adding more than 200K• Easier to add non-clients to our email lists
• Templates• Easier to implement new newsletters, novices can work in the system, not IT gurus
CONTENT UPGRADE: Telling, not selling
Magazine tie-ins: Deeper dives
CONTENT UPGRADE: Telling, not selling
Magazine tie-ins: Deeper dives
Print articles
CONTENT UPGRADE: Telling, not selling
Magazine tie-ins: Deeper dives
Print articles Online
CONTENT UPGRADE: Telling, not selling
Encouraging reader interaction
CONTENT UPGRADE: Telling, not selling
Encouraging reader interaction
CONTENT UPGRADE: Telling, not selling
Encouraging reader interaction
CONTENT UPGRADE: Telling, not selling
Lists, lists, lists
CONTENT UPGRADE: Telling, not selling
Lists, lists, lists
WHAT WE’VE LEARNED: Tips
Subject line• Marketing standards recommend calling out content in subject line to draw in readers• We learned this isn’t the case, at least for us
• A/B Testing – Comparing response to two different subject lines with our separate British Car Insider newsletter
WHAT WE’VE LEARNED: Tips
Subject line• Marketing standards recommend calling out content in subject line to draw in readers• We learned this isn’t the case, at least for us
• A/B Testing – Comparing response to two different subject lines with our separate British Car Insider newsletter
British Car Insider: June 2010
June 2010
British Car Insider: Field Meet turns 25, car prices, Grand Tour
WHAT WE’VE LEARNED: Tips
Subject line• Marketing standards recommend calling out content in subject line to draw in readers• We learned this isn’t the case, at least for us
• A/B Testing – Comparing response to two different subject lines with our separate British Car Insider newsletter
British Car Insider: June 2010
June 2010
British Car Insider: Field Meet turns 25, car prices, Grand Tour
Open rate: 2,948 Open rate: 2,715
WHAT WE’VE LEARNED: Tips
Tease the audience• Don’t give away the content “for free”• Offer a “teaser” blurb, and then link back to your site• Make the teaser engaging
WHAT WE’VE LEARNED: Tips
Tease the audience• Don’t give away the content for free• Offer a “teaser” blurb, and then link back to your site• Make the teaser engaging
Increase traffic to your site
Open up space for more content
Readers can choose what they’re interested in
WHERE TO GO: Segmentation
• Hagerty is fortunate to have a wide subscription base• We can tailor content to different interest groups
Hagerty has plans to introduce a muscle car newsletter in 2011.
WHERE TO GO: Advertising
• We’ve recently added banner advertising to our newsletter• We minimize their impact to retain the “telling not selling” vibe• Used as a value-add for potential advertisers in the magazine.
We have noticed that the click rates on the ads are very small. Our editorial-based content is what readers are really interested in.
WHERE TO GO: Facebook
• Hagerty has used its eNewsletter to drive traffic to its Facebook page• Keep the conversation going
WHERE TO GO: Facebook
• Hagerty has used its eNewsletter to drive traffic to its Facebook page• Keep the conversation going – ask questions, solicit feedback
Going Electric
If you’re not already signed up for our eNewsletters, visit:
www.hagerty.com
