September was another busy month for the Comms Team, who worked hard bringing together a schedule of engaging and promotional email activity. But before I talk about the key campaigns from last month, let’s take a look at how email and its effectiveness has impacted on September’s numbers.
For what has become the trend of 2011– email is an ever increasing tool in driving site traffic; with 54% of all site visits now being attributed to email as its source. However, despite email revenue being down slightly against Augusts’ amazing month, it’s actually up 10% on July and even more positively – up 81% on January 2011!
For those who don’t know, email traffic & revenue is attributed to member newsletters, notifications & chasers. Newsletters last month were designed to best utilise what we’ve already learnt about the effectiveness of different Trial ‘types’ in recent weeks & months. The key performer last month was a Free Trial that saw 60% of all participants taking up a subscription at the end!
September can often be a tough month as we see the end of the summer fun and not much to look forward to in the social calendar, so we’re chuffed to have been able to offset this lull by incentivising our Basic Members in such a way. As we progress into October, we’re sure our Full Members will also have something to cheer about…stay tuned for some exciting platform developments. No doubt this will also be supported by a variety of targeted email comms.
Until next time, have a happy Halloween…
Toby Prior
Senior Email Marketing Manager