Another strong month for Comms activity helping to pump through 52% of all the month’s site traffic combined. This refers to site traffic coming off the back of a well timed newsletter, increases in member notifications and traffic from other automated life-cycle communications such as welcome emails, confirmations, verifications… Our Adult & General Networks both performed strongly across all of these email types, generating 41% & 36% respectively.
On top of this huge surge in site traffic we also saw revenue remain at a high level across each of the networks, thus demonstrating the continued level of trust and loyalty our members have with the brand and the comms experience.
June saw some exciting changes which helped bolster this great response from our members, not just in Comms but as part of the member experience that warranted a comms push:
Introduction of the Payment Page Abandonment Chaser programme
‘Introduce Yourself’ Icebreaker reset & relaunch
Profile completion reminder campaign
Introduction of the 1-click cross registration
….and a variety of perfectly timed and effective competitions and offerings
To kick things off we had Ascot’s popular Ladies Day to consider mid-month. So why not treat our UK members to a Ladies Day themed Free Read & Special Offer?, we thought. The response was fantastic! Site visits went up by 27% on the back of this promotional email over the period of June 13th – 19th.
The campaign was book-ended with a push to promote the 25% discount offer which also went across International networks. The offer proved most effective on re-initials and generated a fantastic amount of upgrades.
June also saw activity designed to increase the amount of completed member profiles and photo uploads on the site. This was carried out across all networks and territories and saw up to a 12% increase on the number of completed member profiles on the sites and 10% more photo’s uploaded on the days after the emails were sent- further improving the sites niching capabilities and further qualifying members to create and send Icebreaker messages.
On top of this we’ve seen numerous cross-sell promotional emails being sent out across some of our partners and their sister sites. So far, the response has been great and we’ll be updating you all soon on how these new basic members convert.
Until next month….
Senior Email Marketing Manager