May’s comms campaigns

May was a really busy month for the comms team who sent out almost 20 engagement campaigns to our members!

Continue reading to find out the positive impact our offers had on upgrades, profile submissions and overall user engagement.

May Day and Workers’ Day free read opportunity

To honour May Day in the UK and Ireland as well as Workers’ Day in South Africa, we offered members in these networks free access to their inbox between 12pm and 12am on May 1st. Both of these free reads contributed to a 58% increase in peak basic members online.

Discounted membership offer for Cinco de Mayo

To celebrate Cinco de Mayo in the US (a day that commemorates the Mexican Army’s victory over the French forces) we offered US networks a discounted membership rate between the 6th and 7th of May. This increased upgrades during this period by 47% and re-initials by a huge 180%!

Mother’s Day discount

For Mother’s Day in Australia, Canada, New Zealand and South Africa we offered Mainstream networks a small discount off their membership. This had a small effect on upgrades but served as an extra offer to increase engagement.

Flash sale

In the middle of the month, we offered all networks and territories a one day opportunity to upgrade. This took place on May 15th and contributed to a 61% increase in upgrades as well as a 133% increase in re-initials – this is the biggest daily increase from an application-wide offer ever!

A-May-zing engagement series

As part of an “A-May-zing” series we ran in the run up to the bank holiday, we offered a photo upload prompt on the 17th which increased photo submissions by 21%, a profile update prompt on the 19th which increased profile submissions by 13% and a reminder to play Encounters which increased Encounters engagement by 19%.

End of May discount offer

Our bank holiday offer was extended from the 27th May – 31st May, rather than just being from 27th May – 29th. The offer increased upgrades by 38% and re-initials by an impressive 87%!

If you have a question about any of May’s comms campaigns, please get in touch with your Partner Manager. If not, keep your eyes peeled for what we have in store for June!


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