How to Keep Subscribers Engaged with Your Brand via Personalized Content. Diana Primeau Director of Member Services CNET
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1 How to Keep Subscribers Engaged with Your Brand via Personalized Content Diana Primeau Director of Member Services CNET
2 Session Speaker Diana Primeau Director of Member Services, Audience Development Diana is Director of Member Services Audience Development at CNET. She is very passionate about 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 registration and manages lists comprised of millions of unique visitors. Prior to her 10 years at CNET, she was Vice President of Cross Product Initiatives at Macromedia. 2
3 3
4 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
5 No matter the industry... Engaging an existing customer is much easier than acquiring a new customer. 5
6 6
7 Sweepstakes Engagement Rate 46.10% 26.66% 24.29% 18.10% 13.03% 8.63% 1-30 Days Days Days New Users Who Entered Sweeps Current Users Who Entered Sweeps 7
8 CNET s Challenge Increase relevancy and personalization Ditch batch-and-blast shotgun approach to Achieve more engagement with subscribers 8
9 Welcome & Nurturing Series Part I: Attracting and Nurturing New Users Part II: Retaining Existing Users 9
10 Welcome Control Subject Line: Welcome to CNET! Let s get started 10
11 Welcome Control Subject Line: Welcome to CNET! Let s get started Product reviews Tech news More newsletters Forums 11
12 Experiment: Welcome Test Design A/B split including: Content Subject lines Advertisements 12
13 So we tested 13
14 Welcome Version 2 Subject Line: Welcome to CNET! Let s get started 14
15 Welcome Version 3 Subject Line: Welcome to CNET! Let s get started 15
16 Welcome Version 4 Subject Line: Thanks for joining! Let s get started 16
17 Welcome Version 5 Subject Line: Thanks for joining! Let s get started 17
18 Welcome Version 6 Subject Line: Thanks for joining! Let s get started 18
19 Welcome Version 6 Subject Line: Thanks for joining! Let s get started Simple worked best 19
20 Welcome Results Increases in Opens and CTR in Each Test Each version of the Welcome outperformed the Control. 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
21 Welcome Results Increases in Opens and CTR in Each Test Each version of the Welcome outperformed the Control. 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% 21 V6 Simplified content, big picture and ad 46.70% 21.23%! Our hypothesis was wrong: For our brand, less is better.
22 Now what? New user is welcomed to CNET 22
23 Experiment: Nurturing series Experiment ID: CNET Nurturing Series Background: Automated nurturing series, sent after Welcome 23
24 Experiment: Nurturing series Test Design A/B split including: Content Design Order 24
25 First Nurturing: Social network Version 1 Version 2 25
26 Second Nurturing: Mobile program Version 1 Version 2 26
27 Third Nurturing: Video Version 1 Version 2 27
28 Order Matters Social Original Send Order Mobile Video 28
29 Order Matters Social Original Send Order Mobile Video 29
30 Order Matters Mobile Tested Send Order Video Social 30
31 Order Matters Mobile Tested Send Order Video Social 53.85% 15.83% 37.15% 31
32 Order Matters Mobile Tested Send Order Video Social So we reverted back 53.85% 15.83% 37.15% 32
33 Order Really Matters Social Mobile Mobile Video Video Social 33
34 Nurturing Series: Results 10% increase in open rate 26.11% increase in clicks! Testing is key. Sometimes testing falls to the bottom of our priorities.! What works for one brand may not work for another. 34
35 Welcome and Nurturing Series Huge value for the customer Open rates range from 40% to 80% Demonstrated by high engagement rates 35
36 Welcome and Nurturing Series Huge value for the customer Demonstrated by high engagement rates 36
37 Content Sends Part I: Attracting and Nurturing New Users Part II: Retaining Existing Users 37
38 Testing the New Way: Our hypothesis Old School Batch-and-blast Vs. New School Segmentation based on: Remarketing data Click segments Site behavior! Will increase user engagement 38
39 Test Design Test Group: 15% Test Content Segmented Control Content No Targeting Control: 85% No Targeting 39
40 40 Segmentation: Home health test Control Treatment
41 Segmentation: Home health test Control Treatment Home health content Photo and video content 41
42 Segmentation: Home health test Control Treatment Home health content 130% in click rate Photo and video content 42
43 Segmentation: News Control Treatment 43
44 Segmentation: News Control News content Treatment Smart home and appliances content 44
45 Segmentation: News Control News content Treatment 307% in click rate Smart home and appliances content 45
46 Segmentation: Cars of the future Control Treatment 46
47 Segmentation: Cars of the future Control Car content Treatment Games and gear content 47
48 Segmentation: Cars of the future Control Car content Treatment 119% in click rate Games and gear content 48
49 Top Takeaways 1 Look for the low-hanging fruit. 2 Start now, and leverage what you have. 3 Your numbers will provide you with the business case you need to acquire new technology. 4 Measure and share your results not just once but ongoing. 49
50 Thank You Diana Primeau Director of Member Services Erin Hogg Reporter 50
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