What a month February was! In just 28 days we sent promotions for the Super Bowl, the Oscars, Waitangi Day and Valentine’s Day, as well as launching a brand new feature and sending all of our regular campaigns too!
First up, we had the Super Bowl weekend which began with a ‘free read’ session across all our US networks. This campaign saw the number of members using sites on our network nearly double. Following the Super Bowl, we launched Waitangi Day celebrations across our New Zealand networks to promote member engagement.
It was then time to prepare for the main event, the all-important global Valentine’s Day campaigns. The free read session preceding the big day generated an impressive 115% increase in basic members online, while the discount offer that followed contributed to a significant increase in upgrades over the weekend. This was a fantastic result during such a competitive period in the online dating industry.
With so many promotional campaigns going out in the first half of the month, the Oscars weekend required a different marketing approach. Key networks received themed featured-member campaigns, as well as special profile and photo reminder nags to encourage members to spruce up their profiles. It’s important that members refresh their profiles regularly to improve the experience for other members; updated profiles typically receive higher levels of engagement.
February also saw the roll-out of a new section of member profiles – the ‘Looking For’ section. Promoting this feature via email was key to getting existing members to input their preferences to make the feature as useful as possible. After a soft on-site launch, our email campaign drove a 3 x increase in members entering their details, helping to ensure that more members are shown relevant potential matches and subsequently remain on the site for longer.
And, before we knew it, it was March! Looking ahead, we have promotions planned for key dates including St Patrick’s Day and Mothers’ Day to look forward to. Later on in the month, we’ll be working hard on our plans to capitalise on Easter weekend public holidays. These holidays provide the perfect opportunity to grab members’ attention and help them spend their extra free time making the most from their dating memberships.
Until next time!
Matt Harman, Email Marketing Manager
White Label Dating®