Phew! With January and February being the busiest time for the online dating industry, the comms team have been working overtime to make the most of the peak in interest!
We’re starting January’s comms round-up with a look back at the success of our New Year promotions. On New Year’s Day, our ‘free read’ sessions increased the number of members online by a staggering 80%! These seasonal discounts were also instrumental in increasing upgrades by 25%. This is a fantastic result so hot on the heels of our extremely effective Christmas promotions.
Throughout January, our focus was to support users’ natural propensity to upgrade in the new year. As anticipated, it was a very busy time for new registrations and upgrades, so we rolled out campaigns with the goals of piquing interest and getting members to engage with the sites. We sent a varied mix of featured member emails, quality newsletter content and cross-registration campaigns.
We also elected to include plenty of member-generated content, a tactic employed to reassure users hesitant about upgrading or registering. A whole host of testimonials and dating diary features were sent out at key times during January to encourage new users to dip their toe into the dating pool.
By the end of the month though, we were ready for more promotions to motivate users to upgrade. With free read sessions in the calendar to mark Martin Luther King Day, Kiss-a-ginger Day and Australia Day, we saw an increase in basic members online of up to 100%!
We’re now well underway with our plans for Valentine’s Day, so look forward to more fun and engaging campaigns dropping into members’ inboxes as the big day approaches!
Have a great Valentine’s Day!
Matt Harman, Email Marketing Manager
White Label Dating® comms team