As John Lennon famously said, ‘another year over and a new one just begun.’ The end of 2014 was a predictably busy time for the comms team, with the post-Christmas and New Year peak in online dating activity very much the focus.
In order to target promotions as tightly as possible, the Christmas offers were split into a never-before-seen number of segments, resulting in over 70 distinct campaigns being created. This took up the bulk of our time throughout December, but our work paid off, with a 55% increase in upgrades and a 120% increase in members online as a direct result of our Christmas promotional activity.
With Christmas always such a busy time for everyone, it means we’re in constant competition for users’ attention, so whatever big promotions we’re working on we can never ease up on the regular day-to-day campaigns. Thankfully this time of year provides ample opportunity to theme campaigns to the season, meaning many of our regular campaigns got a quick-but-effective dash of festive trimmings towards the end of December. Combined with a pre-Christmas reminder for members to wish their fellow daters a Merry Christmas, this helped maintain user engagement during the festive period and kept day-to-day upgrades coming in.
We’ve already started our New Year sales and early results look extremely promising, so stay tuned for final results of that at the end of January. In the meantime you can expect to see a few refreshed regular campaigns arriving over the coming weeks, along with increased activity on US networks and a few ad-hoc surprises thrown in for good measure.
Happy New Year from everyone in the comms team. Matt Harman, Marketing Engagement Manager.