Re-Engaging Email Subscribers
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Hear how the Satellite Broadcasting and Communications Association (SBCA) identified their mobile audience and created mobile-friendly email campaigns to improve member engagement.
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Re-Engaging Email Subscribers
- 1. Re-Engaging Email Subscribers Jeanette Brown, Informz Email Rockstar Guest: Isabel Carrión-López, Toy Industry Association, Inc.
- 3. 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.
- 4. Re-Engaging Email Subscribers Jeanette Brown, Informz Email Rockstar Guest: Isabel Carrión-López, Toy Industry Association, Inc.
- 5. 30%
- 7. About Me @emktg_guru
- 8. About Isabel Isabel Carrión-López
- 9. Who is TIA? •550+ members • Staff of 45 • $18+ million budget
- 10. About Toy Industry Association, Inc. • Toy News Tuesday (TNT) TNT News Topics – Summary of week’s TIA news – Multiple audiences – @6400 subscribers – Wide variety of topics and Interview Regulatory Advocacy Safety “fun facts” Membership Other TIA News Events Other Industry Events Consumer Member News Research Other Headlines Foundation
- 11. Toy News Tuesday Stats 2009-2011 25.00% 24.00% • Steady decline in TNT 23.00% 22.00% 21.00% open and click-thru 20.00% 19.00% Open Click-thru 18.00% rates since February 17.00% 2009 2010 2011 (through 2009 5/31) 94.00% 92.00% • 10% decrease in 90.00% 88.00% 86.00% deliverability between 84.00% 82.00% 2009 and 2010 80.00% 2009 2010
- 12. 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
- 13. TNT Improvement Project • A/B split testing on the subject line • Re-engagement email and survey campaign • Newsletter re-design
- 14. A/B Testing
- 15. 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
- 16. Subject Line A/B Testing Old Subject Line: Toy News Tuesday | June 23 New Subject Line: Based on lead story
- 17. Split A/B Testing - Results 19.00% 18.50% • Use of varying subject lines 18.00% 17.50% resulted in higher open and 17.00% Open Click-thru click-thru rates (still short 16.50% 16.00% of goal though) 15.50% New Subject Line Old Subject Line 35.00% • Different subject lines 30.00% 25.00% yielded different results 20.00% Open Click-thru 15.00% 10.00% Safety or Legislative Foundation & Other News News
- 18. Re-Engagement
- 19. 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
- 20. Subject Lines Used Personalize Your Toy News Tuesday Subscription Don’t Let Toy News Tuesday Fade Away Last Chance to Continue Toy News Tuesday
- 21. Unengaged Email Results 30.0% 25.0% 20.0% 15.0% Open CTR 10.0% 5.0% 0.0% Email 1 Email 2 Email 3
- 22. Re-engagement Campaign - Results • Open, click-thru, and 30.00% survey response rates 25.00% were much higher among 20.00% active readers 15.00% Open Click-thru 10.00% Survey Responses • Only five respondents 5.00% opted-out altogether 0.00% Active Readers Inactive Readers 91% said they read TNT on their computers and prefer an HTML over a plain text version
- 23. Overall Unengaged Results • 4% re-engaged • Removed 1800 subscribers, about 30% • 18% lift in deliverability
- 24. Redesign
- 26. 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%.
- 27. Continuing Efforts • Regularly remove bounces to maintain high deliverability rates • Monitor results on a monthly basis • Use of send-time optimization
- 28. Send-Time Optimization 134%
- 29. 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
- 30. Email Rockstar!
- 31. Let us help you! Jeanette Brown brown@informz.com @emktg_guru www.informz.com 1.888.371.1842 @informz
Editor's Notes
- You are on twitter, please use hashtag Informz while tweeting today. And as for questions, please submit them in your question box throughout the webinar. WE will be answering them at the end as time permits. Any questions we don’t get to will be answered in the follow up email that contains the recording. So, no question will be left unanswered!
- And lastly, if you can hear and see my screen, please let us know. If you can’t, please restart your system and try again. And remember, this is being recorded and will be sent out to all attendees. We will be getting started in just a moment. CLICK
- Good afternoon and welcome to Re-engaging email subscribers. In less than 30 minutes you will learn three easy steps to help re-engaged your subscribers. Engagement is top priority when it comes to email marketing.
- Take a look at this number, 30% - This is how much you can increase your bottom line by targeting your messages. 30%, what would this mean for your membership retention, product sales?
- Good afternoon everyone, I am jeanette brown and I will be your host for today.For those of you who don’t know who Informz is,– we are an email service provider with a range of solutions, including those you see on your screen. And because these solutions all live on one platform, the data is captured and can be leveraged again and again. All too often I see the difficulties of having data here and there and nothing really talks to one another, which can be a big struggle with many organizations. Making them talk will allow you to work smarter and not harder.
- As for me, I have worked in the marketing departments at a couple of associations prior to joining the Informz team, and understand what many of you face when it comes to communicating to your members. From membership to conference marketing, I have done it all.As the marketing strategy manager at Informz, I work directly with our clients to achieve certain goals they have for their campaigns. This can range from subject line testing, to welcome campaigns and anything in between. And on a personal note, now that we have progressing through the baseball season, I am sad to report my beloved red sox are not doing so great. But it is still early right? I also wanted to introduce our guest today.
- Our guest today is Isabel. As the senior Manager of Digital Assets and Interactive Communications, Isabel manages content and the development and implementation of new technologies for the Association’s five websites. She also oversees all of the Association’s email communications. In addition to being an email rockstar, she can speak four languages, loves ballet and secretly always wanted to be a US foreign service agent.Now that you know a little bit about Isabel, I would like to turn it over to her to share her story. Isabel, take it away!
- TIA did just that, tested subject lines.old subject line format: “Toy News Tuesday | DATE” Subject line was based on top and/or most compelling article contentLength was optimized for mobile devices (30 char or less)
- The subject lines that were used are listed on the screen. As you can see, the first one was very friendly but as time progressed, deadline oriented messaging was used.
- And it was evident that it worked as well. As you can see, engagement grew significantly by the third email. And remember, these are individuals that had not opened or clicked on this newsletter in over six months. At the end of this, those who never became engaged in the email at all were removed. What TIA found was
- Initial design tweaks:Removed background imageConverted story titles into links to increase visibility on mobile devicesReplaced footer text with linksRe-design:New, more playful look, feel and color palettePre-header incorporating links to mobile version and social mediaNew headings for content areaNew sidebar area for important announcements
- Thank you Isabel. You truly are an email rockstar.Engagement should be your number one priority when sending out your email messages. If members and subscribers are not reading them, then what is the point to keep sending the same messages to the same people? Analyze your data like TIA did and create a plan. Reach out those that are unengaged and figure out what THEY want.Once you do, you will improve that bottom line.
- I would like to open it up for questions. Please place them in the question box.