April began with Easter weekend, which meant plenty of targeted offers. Following a free read session on the Thursday, which boosted the number of members online by approximately 120%, we also saw upgrades increase by 30% for the duration of the weekend’s time-limited discount.
From then on, the calendar became more segmented with various countries receiving their own custom programme of promotional campaigns dependent on national events and holidays.
Members in Australia and New Zealand enjoyed both a free read and discount offer over the weekend around ANZAC Day. The campaign was a big success, resulting in a 40% uplift in activity and a 20% increase in upgrades. Several free read sessions rolled out across our US networks, doubling the number of members online.
In addition to the special offers, April was a big month for honing our featured member campaigns to drive engagement as the summer weather lured some members away from the internet. The campaigns gave partners support in helping them to acquire thousands of new cross-registration sign-ups.
To finish April’s communications programme, we returned to the proven combination of discounts and promotions to coincide with public holidays in the UK, Ireland & South Africa. Next month, we’ll report back on these promotions along with the rest of May’s activity.
See you next time!
Matt Harman, Email Marketing Manager
White Label Dating®