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Going Electric: Using E-Communications to spread your message

Going Electric: Using E-Communications to spread your message. Introduction: Hagerty’s eNewsletter. Hagerty history Print newsletter Hagerty’s magazine Created online “Lifestyle” area to cater to hobbyists But, “If you build it, people won’t necessarily come”

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Going Electric: Using E-Communications to spread your message

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  1. Going Electric: Using E-Communications to spread your message

  2. Introduction: Hagerty’s eNewsletter Hagerty history Print newsletter Hagerty’s magazine Created online “Lifestyle” area to cater to hobbyists But, “If you build it, people won’t necessarily come” eNewsletters are the quickest, least expensive way to directly engage your audience and get them to your site – IF DONE RIGHT Telling vs. Selling Hagerty’s eNewsletters are editorially based; we don’t spam

  3. STARTING POINT: June 2009 Number of subscribers: 59,079 // Visits to Lifestyle site: 20,358 June: 59,079 June: 20,538

  4. NOW: December 2010 Number of subscribers: 59,079 // Visits to Lifestyle site: 20,358 June: 59,079 June: 20,538 Dec.: 296,723 Dec.: 43,069

  5. WHAT HAPPENED?? Subscription Management In 2009, suffered from: Poor software 2. Poor management 3. Weak content

  6. WHAT HAPPENED?? Subscription Management In 2009, suffered from: Poor software 2. Poor management 3. Weak content We had 250,000 emails, but it was only compiling 60,000 for our sends

  7. WHAT HAPPENED?? Subscription Management In 2009, suffered from: Poor software 2. Poor management 3. Weak content We had 250,000 emails, but it was only compiling 60,000 for our sends We weren’t managing the list effectively, scrubbing subscribers who shouldn’t have been scrubbed

  8. WHAT HAPPENED?? Subscription Management In 2009, suffered from: Poor software 2. Poor management 3. Weak content We had 250,000 emails, but it was only compiling 60,000 for our sends We weren’t managing the list effectively, scrubbing subscribers who shouldn’t have been scrubbed The online content was handled by our marketing department; no dedicated web editor

  9. SOFTWARE and MANAGEMENT: Exact Target • Improved software • List management • Cleaned up our lists, adding more than 200K • Easier to add non-clients to our email lists • Templates • Easier to implement new newsletters, novices can work in the system, not IT gurus

  10. CONTENT UPGRADE: Telling, not selling Magazine tie-ins: Deeper dives

  11. CONTENT UPGRADE: Telling, not selling Magazine tie-ins: Deeper dives Print articles

  12. CONTENT UPGRADE: Telling, not selling Magazine tie-ins: Deeper dives Print articles Online

  13. CONTENT UPGRADE: Telling, not selling Encouraging reader interaction

  14. CONTENT UPGRADE: Telling, not selling Encouraging reader interaction

  15. CONTENT UPGRADE: Telling, not selling Encouraging reader interaction

  16. CONTENT UPGRADE: Telling, not selling Lists, lists, lists

  17. CONTENT UPGRADE: Telling, not selling Lists, lists, lists

  18. WHAT WE’VE LEARNED: Tips • Subject line • Marketing standards recommend calling out content in subject line to draw in readers • We learned this isn’t the case, at least for us • A/B Testing – Comparing response to two different subject lines with our separate British Car Insider newsletter

  19. WHAT WE’VE LEARNED: Tips • Subject line • Marketing standards recommend calling out content in subject line to draw in readers • We learned this isn’t the case, at least for us • A/B Testing – Comparing response to two different subject lines with our separate British Car Insider newsletter June 2010 British Car Insider: June 2010 British Car Insider: Field Meet turns 25, car prices, Grand Tour

  20. WHAT WE’VE LEARNED: Tips • Subject line • Marketing standards recommend calling out content in subject line to draw in readers • We learned this isn’t the case, at least for us • A/B Testing – Comparing response to two different subject lines with our separate British Car Insider newsletter June 2010 British Car Insider: June 2010 British Car Insider: Field Meet turns 25, car prices, Grand Tour Open rate: 2,948 Open rate: 2,715

  21. WHAT WE’VE LEARNED: Tips • Tease the audience • Don’t give away the content “for free” • Offer a “teaser” blurb, and then link back to your site • Make the teaser engaging

  22. WHAT WE’VE LEARNED: Tips • Tease the audience • Don’t give away the content for free • Offer a “teaser” blurb, and then link back to your site • Make the teaser engaging Increase traffic to your site Open up space for more content Readers can choose what they’re interested in

  23. WHERE TO GO: Segmentation • Hagerty is fortunate to have a wide subscription base • We can tailor content to different interest groups Hagerty has plans to introduce a muscle car newsletter in 2011.

  24. WHERE TO GO: Advertising • We’ve recently added banner advertising to our newsletter • We minimize their impact to retain the “telling not selling” vibe • Used as a value-add for potential advertisers in the magazine. We have noticed that the click rates on the ads are very small. Our editorial-based content is what readers are really interested in.

  25. WHERE TO GO: Facebook • Hagerty has used its eNewsletter to drive traffic to its Facebook page • Keep the conversation going

  26. WHERE TO GO: Facebook • Hagerty has used its eNewsletter to drive traffic to its Facebook page • Keep the conversation going – ask questions, solicit feedback

  27. Going Electric If you’re not already signed up for our eNewsletters, visit: www.hagerty.com

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