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.
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)
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 performance metrics.