Email campaign optimization study from Fit Pregnancy
Fit Pregnancy sees a lift in their email performance
Leading women’s magazine, Fit Pregnancy, introduced a data-driven approach
in their marketing campaign that led to a higher subscriber activity and engagement.
Fit Pregnancy, a leading women’s
magazine covering nutrition, exercise, psychology, fashion and beauty issues related
to pregnancy, wanted to redesign their monthly online news bulletin in order to expand
readership and heighten customer engagement. Experian Marketing Services creative
team worked with Fit Pregnancy to strategically design a new email template derived
from a slew of creative best practices and reporting
data from previous campaigns. As a result of their efforts, Fit Pregnancy was
able to maximize subscriber interaction, strengthen brand integrity and increase vital
customer engagement metrics.
"Through the strategic analysis of reporting data from our previous campaigns,
Experian Marketing Services creative team was able to accurately assess the preferences
of our subscribers and design an engaging new email template that best fit their needs.
Best of all, we’ve seen a great increase in the performance of our email program
as a result."
- Kate Monahan Producer/Ad Traffic Manager Fit Pregnancy
Increase website visits and subscriber interaction
Fit Pregnancy’s monthly newsletter, FitPregnancy Bulletin, provides subscribers
with the latest news and information pertaining to the health, education and wellness
of expectant mothers-to-be. To ensure that this information was presented in the most
impactful manner, Fit Pregnancy challenged Experian Marketing Services creative team
to embark on an innovative redesign of their existing email template with the goal
of outperforming previous mailings.
As a first step, the team at Experian Marketing Services took a closer
look at Fit Pregnancy’s prior campaign reporting data. This valuable information,
automatically calculated and intuitively displayed in the email application, provided
real-time insight into a wide variety of email metrics such as volume sent, bounces,
opens, clicks, unsubscribes and complaints. One major area of interest proved to be
the ‘product recall’ link taking subscribers to an updated list of potentially
dangerous consumer goods; a review of Fit Pregnancy’s campaign data showed that
this link alone garnered 50 percent of the newsletter’s average clickthrough
activity, generating more customer interaction than any other section.
To capitalize on this finding and provide subscribers with quick access to the
information they most desired, Experian Marketing services creative team placed the
product recall link in two places on the email template: above the fold in the form
of an apparent, standalone button, and in the ‘News to Use’ section as
a text link. A number of other navigational elements were also shifted around within
the template design based on reporting data from past campaigns.
A top navigation bar was added to provide subscribers with quick and convenient
access to main topics of interest, while each of the content sections within the template
was condensed to reduce the length of the email. This creative best practice helped
Fit Pregnancy alleviate the subscribers’ need to scroll down, making it easier
to view all of the message content.
To further enhance the visual impact of the email while preserving the integrity
of the overall design, Experian Marketing Services used simple background colors coupled
with varying font sizes and clean graphical treatments. In addition, more lifestyle
imagery and photography was added to improve readability and create a more engaging
template to interact with.
Through careful analysis of Fit Pregnancy’s email campaigns pre- and post-
creative redesign, Experian Marketing Services creative team was able to discern that
the new template successfully yielded more subscriber activity and engagement than
previous versions. (See results, below)
Clicks 13.2% higher
Unique clickers 22%
Now equipped with a high-performing, user-friendly HTML email template, Fit Pregnancy
is working with their Experian
Marketing account team to quickly and easily update newsletter content and imagery
each month. Fit Pregnancy continues to work closely with their account team to mold
other aspects of their email marketing strategy around similarly impactful campaign