A Better Way to Retain Subscribers
eROI has built a strong partnership with Condé Nast over the past several years. Recently, eROI was approached by Bon Appétit, one of the many titles under the Conde Nast umbrella, to create an email series to increase digital engagement for current subscribers. After carefully researching and segmenting the audience, we created a compelling series that performed well. Following that success, we effectively adapted the strategy for our other publication partners.
Our strategy included two phases: Audience segmentation and audience brand engagement. We wanted to know who the major groups of people were that would be receiving our emails, and we wanted to know across the board what readers thought of the publication.
Why did they subscribe?
What did they like about it?
How did it benefit their lives in a practical or inspirational way?
For most publications with a Digital Edition, we found the segmentation usually follows the following pattern:
Digital Only Not Engaged
Has purchased a subscription to the digital edition, but has not downloaded that month’s digital edition yet.
Bundled Not Engaged
Has purchased a subscription that includes both print and digital editions, but has not downloaded that month’s digital edition yet.
Bundled Not Authenticated
Has purchased a subscription that includes both print and digital editions, but has not activated their digital account or downloaded the app.
For each of the publications we worked with, including Bon Appetit, W Magazine, Vanity Fair, Teen Vogue, Architectural Digest, and others, we paired this segmentation with our unique insights into the publication’s individual user’s brand engagement. As a result, we were able to create highly relevant messages that spoke specifically to each reader and captured the familiar brand tone of that particular publication.
The print publication industry has long been in decline, with widespread pessimism about the possibility of establishing strong, profitable digital engagement. The results of our work with Condé Nast indicate the opposite: When the strategy and content are executed correctly, the response from users is significant.
Our partnership with Condé Nast achieved this and more:
Open rate increase
Click to open increase