December Comms Round-up

The last part of our Christmas and New Year promotions came to an end last night, making this the perfect time to round up our much-anticipated December comms programme.

The headline act for December was themed “Preparing to make 2013 great”, combining Boxing Day’s free read session with a discount offer launched on the 27th of the month. Both of these fantastic promotions were advertised via email comms and on-site banners. The initial free read session saw the peak member online count more than double. What’s more, the follow-up offer went on to surpass the summer’s Diamond Jubilee record-breaking promotion to become our most successful offer ever, in terms of revenue and in uptakes.

An extensive programme of engagement activity throughout December also closely accompanied our key revenue driving campaigns. We sent weekly emails highlighting the most popular member on our sites for each month of 2012, as decided by the Encounters voting figures. In including a link to the Encounters page, new votes more than quadrupled over the course of the campaign which helped to increase traffic and member interactions.

And, of course, on Christmas Day itself, all of our members received a warm “Merry Christmas” message on behalf of our partners – because we’re just lovely like that!

In addition to the Christmas-themed campaigns, any member who had previously sent an Ice Breaker message was credited with another chance to send the introductory message. This enabled them to contact members who had joined the site more recently, in turn generating even more member-to-member connections.

Amidst all of this, the usual programme of upsells, cross-sells, social media activity and newsletters continued to maintain a high base level of engagement among our members. Here’s to even more ground breaking comms in 2013!

Matt Harman, Comms team

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