Publishers and other marketers seeking to boost
open rates, clicks and conversions might take a page from a campaign conducted by Marigold for Hearst UK.
The goal was to create engaging content to drive sales for
marketing emails. There were four main initiatives:
1. Content and commerce convergence — This fueled brand-affinity sends, or emails sent by brands to which customers
are most engaged; Hearst monetized select newsletters and launched memberships and premium subscription offerings, resulting in better cross-sell and new revenue streams.
2.
Real-time personalization — By integrating data feeds and dynamic content using Marigold Liveclicker, this has facilitated additional lead-generation campaigns via Facebook as well as
newsletter cross-sell opportunities, targeting users based on known profile data.
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3. Deeper audience segmentation — Utilizing Marigold’s Sailthru lifecycle optimizer, this
allowed additional audience segmentation and retargeting.
4. Robust acquisition — Hosted pages enabled unique sign-up forms across every brand and place, including social,
email and title sites.
The effort generated:
- A 75%-100% uplift in email conversions with brand affinity sends
- A 10% increase in its newsletter
open rate YoY
- A doubling of the marketing email click-to-open rate
- A 50% saving in hours spent on newsletter build per
month
- 11 newsletter verticals created from saved resources
Hearst UK has 16 magazine brands, including Good Housekeeping, ELLE, Harper's
Bazaar, Country Living, Men's Health, Women's Health and Esquire.