When November kicked off, our Hallowe’en discount – a promotion which eventually lifted subscription levels by more than 30% – was still in full swing. With a such a great start to month, we were keen to build on our success with more offers and promotions.
“World Hello Day” on the penultimate weekend of the month was the perfect opportunity to encourage message-sending, which we also piggy-backed another offer onto. Thanksgiving and Black Friday rolled around over the following weekend in the US, both of which contributed to another significant rise in members online and daily subscriptions.
Also in the promotions arena, we continued to test our automated chaser programme by extending the validity of a number of offers to give recent registrants a second bite of the cherry. Although absolute volume was relatively low in these campaigns, we’ve gained valuable insights into the behaviour of users in the early weeks of their membership; we’ll now work to incorporate those insights into our automated programme.
The last few months have been crammed with new featured member campaigns and November was no exception. Rolling out our highly successful“mobile-friendly design to more members has seen double-digit improvements in click-through rates and the accompanying simplification of our workflow has meant we can actually turn around more campaigns each week. This has resulted in hundreds of thousands more visits to the application throughout the month and a considerable amount of additional revenue.
We’ll be back in the New Year with an update on what should be a bumper Christmas for the comms team!
Matt Harman, Marketing Engagement Manager