Munich, April 26, 2016. The more individual the approach, the more successful the newsletter. AGNITAS AG demonstrated this with its editorial newsletter for a large mail order company. Thanks to the content marketing modules for news, weather and horoscopes, the new newsletter was able to score points with up-to-the-minute news.Through this purely editorial newsletter, AGNITAS activated 35 percent of dormant recipients, i.e. addresses that had been inactive for at least 90 days. The campaign was most effective in the group of those who had never responded after registering: a full 50% were activated as a result. AGNITAS's content marketing implemented via newsletter saved the customer a total of around 300,000 euros.
The large mail order company has been hong-kong number dataset running a newsletter with millions of recipients for some time. The problem for AGNITAS was to stop and reverse the stagnation, even the decline, in the number of recipients. Recipients who had not shown any signs of life for at least 90 days, so-called sleepers, were to be reactivated. Of the 2.6 million sleepers, only around 10,000 could be awakened each week through special offers. The campaigns were inefficient. In addition, there were 940,000 recipients who had not responded even once after registering for the newsletter. The retailer wanted to exploit the enormous potential of this group.
AGNITAS set up a special mailing plan in which all inactive recipients were grouped together. They received a newsletter five times a week at seven in the morning with news about entertainment, technology and world events. A dedicated editorial team created the content and enriched it with personalized content, such as the current weather report for the recipient's place of residence. Another standalone newsletter contained only promotions and offers from the retailer.
Positive customer reactions to the content marketing campaign
The approach of focusing on individual content was successful: 905,000 of the 2.6 million inactive recipients were reactivated. That is 35 percent. 241,000 subsequently opened the mail order company's normal (advertising) newsletters again, ordered from the shop and were thus converted into regular customers. The campaign showed particularly high response rates among the so-called dormouse recipients, the recipients who had not yet shown any reaction after registering. Here, half of the 468,000 recipients were reactivated.
newsletter campaign with high profitability
The cost of the campaign was 153,000 euros. The retail customer would have had to invest around 360,000 euros to buy new active addresses in order to get the same proportion of active recipients. By removing unsubscribers and those who still did not respond, the company saves 18,000 euros in shipping costs each year.
The campaign was also successful in terms of profile enrichment. It encouraged numerous recipients to complete their personal data, which further increased the value of the addresses. 100,000 clicks on ads in the newsletter generated a media value of around 87,000 euros.
Conclusion: Content Marketing and Lead Management
Content marketing is extremely successful in addressing customers directly, generates sales and is not perceived by the recipient as unwanted advertising. The newsletter as a content marketing platform meets all criteria of measurability and individualization. In addition, the newsletter channel is familiar to the recipient and increases the willingness to interact. By clicking on certain newsletter content, customer profiles can be further refined, which contributes to a high-quality customer database.