The comms team have had a busy month preparing a variety of campaigns for lots of significant calendar dates throughout November, including Bonfire Night, US Election Day and Thanksgiving.
As Christmas approaches, members may be being more careful with their money which is why we’ve offered a variety of discounts this month to encourage them to upgrade.
Here’s a round up of what went out this month:
Bonfire Night discounted membership offer
To take advantage of this year’s Bonfire Night, we offered a discount on full membership prices to all UK members between the 4th and 6th of November inviting members to ‘Upgrade today and find your flame!’. This campaign contributed to a 27% increase in upgrades during this period.
Photo upload incentive
On the 9th and 10th of November, we sent out an incentive to all members to encourage them to upload more photos to their profile. The incentive was to win a three months free membership for uploading just three photos. This increased photo submissions by 76%!
Black Friday free read with a Thanksgiving theme for US members
Between 8pm and 10pm on the 24th November, we gave all Basic members the chance to read their messages for free with full inbox access. This lead to a 225% increase in peak members online during this period.
Black Friday and Cyber Monday offer
Between 25th and 28th of November, we offered discounted membership rates to all Basic members on Black Friday and Cyber Monday! During this period, upgrades increased by 12%.
Profile update and photo upload prompt
On November the 29th, we sent out a prompt to remind members to update their profiles and upload some new photos! This was intended to maximise the uplift in user-to-user engagement after the General and Mature merge. As a result of this encouragement, photo uploads increased by 77%.
We can’t wait to show you what we’ve come up with for our Christmas comms campaigns and we’ll share the results in December’s comms round up!