By doubling their budget and pivoting to a content-focused Google Search strategy, TFD helps a B2B client increase email acquisition by 1140% YoY.
OBJECTIVE
For Twenty-First Digital publishing clients, email remains the number one source of conversion to membership or subscription. Email acquisition and newsletter growth are vital to continually feed the funnel of users moving through the customer journey toward revenue conversion. TFD partnered with an industry-specific business publication to acquire email subscribers and sell premium memberships.
STRATEGY
In addition to behind-the-scenes work to boost the content organically, the team crafted a complementary strategy for paid search. The objective was to optimize space on the Search Engine Results Page and meet the user with answers at the exact moment they are seeking information.
TACTICS
Targeting
Although this client writes niche, industry-specific content, they compete against major news outlets for online traffic.
Social media analysts at TFD identified very specific search keywords of topics the client was already regularly covering.
Execution
After clicking on the Google Search ad, a user is directed to a category tag page where they are prompted to complete their email address in a pop-up to subscribe to the publication’s daily newsletter. This form was optional to the user, but converted 2.32% of all site visitors from paid search efforts, a 453% increase from organic traffic conversion rates.
During the test period, TFD social analysts cross-examined relevant search trends and client content to determine additional target landing pages for the niche audience. Layering in diversified offerings further expanded acquisition efforts.
RESULTS
As a result, email subscriber lists saw a dramatic increase.
Comparing Year over Year data June 2021 v. June 2022:
The new strategy earned 1140% more emails captured Year Over Year - 335 compared to 27.
Cost Per Email Acquisition in June 2021 was $63.33 and fell to $10.38 in June 2022 - an 84% decrease in CPA.