How TFD helped a regional magazine client increase email capture rate 366% in 2022 by focusing on database health and improved acquisition strategies.
OBJECTIVE
Back to the basics.
It’s true what they say - sometimes the best way to do something is the simplest way. Often we know what will create success, it’s a matter of implementing sustainable processes that work. Our client wanted what all publishers want - organized systems, effective communication, and increased engagement with their audience.
STRATEGY
Twenty-First Digital started with an overall database audit, identifying both strengths and areas for improvement. TFD made suggestions on overall strategy and database architecture, but then identified specific tactics that could be employed to improve the space.
After the 6-week audit was complete, the client chose to engage TFD in an ongoing, retainer relationship to overhaul their database and overall acquisition systems. The driving strategy was to consolidate aggregated information and ease the use of access for members of the full client team.
TACTICS
Key Initiatives
Implement procedures to streamline the treatment and usage of contact properties and lists
Implement automations to streamline as many manual tasks as possible to simplify the workflow and avoid data discrepancies and manual errors
Create and implement master suppression lists so that accurate list counts are reflected in the database and reports. This includes refining newsletter lists to ensure deliverability
Identify and segment the most opportune contacts for cross-promotion and/or subscription offers
Implement automated reporting to reflect live information about list sizes, valuable data points, etc.
Prepare a list of marketing strategies that can be built and executed within the HubSpot platform and can support email list, requester, or email capture growth
RESULTS
As a result, email subscriber lists saw a dramatic increase.
Since the commencement of a retainer with TFD, the client’s database has been improved in the following ways:
Over 50k contacts have been scrubbed from the database - saving over $4000 dollars in fees annually
~1,000 unengaged contacts re-engaged their relationship with the brand
Over 60 properties were archived and 20 more were consolidated. This refined property list improves data integrity and usability
The list targeting implemented created a 59% increase in warm contacts the sales team could begin to pursue
Comparing Year over Year data:
Optimized email capture units, improved email acquisition landing pages, and a strategic Facebook lead generation campaign increased emails captured by 309% - as compared with the same time frame year prior.
This proved to be an overall increase in email capture rate of 366% compared to the year prior.