January Comms Round-up

With everyone still sticking to their romance-related New Year’s resolutions, we saw our members continue to get stuck into online dating with renewed gusto.

January could have been the perfect opportunity for the Comms team to sit-back-and-relax; instead, the team poured all of their energy, and all of our members’ extra new-year enthusiasm, into raising the bar for CRM in 2013.

The result was a series of engagement boosting campaigns, lasting the duration of January, which included incentives encouraging members to complete their profile and upload a photo and reminders about our bolt-on services, as well as offering free taster sessions and complementary product trials. The month culminated in a special offer, with the hope of sweeping up any stragglers in need of a little extra encouragement to fully engage with the site.

As expected, members responded well to January’s campaigns. We saw a double-digit increase across various Click-to-Action rates, during the days following the arrival of our engagement campaigns in members’ inboxes. In addition, we saw a strong uptake rate from our special offers, despite their relatively close proximity to our record-breaking Christmas and New Year offers.

We also launched a brand new branch of our online customer care system in January, as we introduced a new FAQ section. The email debut of the new, improved section contributed largely to a considerably reduced traffic load to both the online and telephone support centre, as members found solutions to their queries on their own.

As we move forwards into February, we’re focusing our attention on finalising plans for Valentine’s Day CRM. We’re working hard to displace all those negative connotations about being single on what could be argued to be the most romantic day of the year into positive reasons for members to get chatting online, get active and start dating again. As always, we’ll be coaxing users through the month with a combination of offers, incentives, help and advice to hopefully see them coming out of February smelling of over-priced single red roses!

Matt Harman, Comms team

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