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

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 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

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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 4

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

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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

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

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

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

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

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

So we tested … 13

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

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

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

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

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

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

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

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

Now what? New user is welcomed to CNET 22

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

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

First Nurturing: Social network email Version 1 Version 2 25

Second Nurturing: Mobile program Version 1 Version 2 26

Third Nurturing: Video email Version 2 Version 1 27

Order Matters Original Send Order Mobile Video Social 28

Order Matters Original Send Order Mobile Video Social 29

Order Matters Tested Send Order Video Social Mobile 30

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

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

Order Really Matters Mobile Video Social Video Social Mobile 33

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

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

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

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

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

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

Segmentation: Home health test Control Treatment 40

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

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

Segmentation: News Treatment Control 43

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

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

Segmentation: Cars of the future Treatment Control 46

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

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

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

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