Content Optimization: Reduce redundancy, improve relevance and increase engagement
Diana Primeau, CNET, and Tony Doty, MECLABS
When Diana Primeau, Director of Member, CNET, and her team viewed CNETís newsletter portfolio they saw a successful program with strong performance metrics.
However, at a deeper level, Primeau began to discover CNETís extensive 26-newsletter program was not serving customers in the best way possible. Some newsletters were no longer relevant to the audience, some were redundant, and some included sections that didnít engage the audience at all.
This meant, for Primeau's team as well as the editorial team at CNET, thework spent preparing this large library of newsletter content was not paying off. Primeau wanted to find a way to provide value without bombarding the CNET audience with unwanted emails.
"Maybe youíre saying, 'Newsletters, why should I care?' You have to remember, we drive all these clicks back to the site. Again, we're providing value to our users, giving people content where they want it, how they want it," Primeau said.
Primeauís four-step process for revamping CNET's newsletters was to:
Take a deep dive and set up criteria to assess the entire newsletter portfolio to find what can be deleted or consolidated
Communicate to stakeholders what the process was and why it was happening
Implement the changes
Create a customer communication plan
In the end, Primeau achieved a 3.32% increase in open rate, a 7.62% increase in clickthrough rate, and saw less than a 5% drop in subscribers.
Watch the video replay from Optimization Summit 2013 to learn more about Primeauís efforts and her top takeaways you can apply to your own content optimization efforts.
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