April comms round up

10th May 2018

With a double bank holiday falling in March and April, last month was a big month to grow on! We wanted to make sure that member engagement was still continuing to grow and offers acquired big uptakes.

Keep reading to find out the success of our comms campaigns in April.

Easter offer continued…

Our Easter offer ran from March 30th to April 2nd and went out to all basic members in all networks and territories. Throughout this period, we saw a 68% increase in upgrades and a 167% increase in re-initials – great result!

New mobile profile page alert

On April 11th, we sent out the first release of our new mobile profile page which we alerted members about. We saw huge increases in the number of members online, profiles being viewed and first messages being sent which we shared with you in a newsletter last month. There are no specific numbers to report on that relate to the comms campaign but the new designs have definitely been a hit!

Mid-month April offer

Between April 15th and 17th, we ran our mid-month offer to basic members in all networks. This was to encourage them to sign up for a full membership or for previous full members to upgrade their account again. During this period, we saw a 48% increase in upgrades and a 121% increase in re-initials.

Astronomy Day engagement prompt

As part of Astronomy Day and to get members thinking about their “destiny” and “what could be written in the stars” – we sent out a prompt to remind members to use Encounters, to fill out the characteristics of who they’re looking for and to see who’s viewed them. This campaign generated an 18% increase in Encounters usage.

Free read opportunity for Anzac Day

Between April 25th and 27th, we sent out a bespoke campaign to all basic members in AU and NZ networks who were celebrating Anzac Day and to ZA who were celebrating Freedom Day. This generated a massive 300% increase in free first messages being sent and a 130% increase in peak members online. To promote this, we used email and on-site messaging which resulted in a 30% better uplift than seen in previous similar campaigns.

End of April discount offer

Our end of month offer went out to AU, CA, NZ, US and ZA networks this month which contributed to an 18% increase in upgrades during this period and a 74% increase in re-initials. This offer excludes UK & IE networks as they were getting their offer over May Day weekend.

We will keep you posted on the May Day offer in our next comms round up!