Learn From the 2010 Winners
This recipe-based brand has witnessed an 81% year-over-year increase in newsletter click-throughs
A weekly email tracks the course of a pregnancy
Health and wellness tips delivered by email daily
Providing female readers with a guide through more than three years of parenthood
An eletter with a positive tone for a health-minded audience
An eletter targets the engineering technician and industrial professional
A newsletter aimed at IT leaders seeking technical content
An eletter campaign drives attendees to Interop New York
A daily eletter reaches 1.6 million readers in the engineering community
Eletters promote Hong Kong trade and business
Eletters targeting senior information technology chiefs and program managers
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2010 In-Box Awards: Consumer Brand Eletters
Allrecipes.com
The Allrecipes brand saw a major boost in 2009 when the company revamped three of its existing newsletters and debuted three more, all to extraordinary success. Basing its new and updated content offerings on audience research and usability testing, Allrecipes has witnessed an 81% year-over-year increase in newsletter click-throughs and a 33% increase in site traffic stemming from newsletter links.
When Allrecipes decided to revamp its primary newsletter brands—Healthy Bites, What’s Cooking and Daily Dish—it made a concerted effort to focus on the voice of its community. Keeping editorial content to a minimum allowed for a strong presence of reader comments and conversation. The newsletters, in presenting family-friendly recipes, center around experiences disclosed by peers, with ratings, reviews, photos and shared recipes. Its community-based efforts have garnered Allrecipes’ newsletters a 64% year-to-year increase in unduplicated subscribers and, overall, a 75% increase in total subscriptions.
BabyCenter
The differentiating factor that makes BabyCenter’s most popular newsletter, My Baby This Week, stand apart is its near-numinous powers of divination. The weekly newsletter, and the high-quality editorial content within it, anticipate audience needs and deliver medically reviewed articles and information to an audience actively seeking a strong, certifiable resource. The weekly emails track the course of a pregnancy, as well as the first eight years of a child’s life, and provide timely, pertinent information to the mother and family.
BabyCenter has reached more than 100 million parents since it launched 13 years ago, and its broad breadth of experience now translates to pinpointed, audience-centered information delivered with the exactitude of an adept obstetrician. Advice on precise issues a reader is facing, links to articles, tools and community groups and detailed development information arrive at the in-boxes of more than 6 million subscribers weekly. Because of its focused content, My Baby This Week returns superlative open rates and click-throughs.
Fitness
The contingent of five Fitness newsletters put in some strenuous work in 2009, and the brand’s efforts have resulted in a vibrant body of work. Taken together with its longer instructional courses—also delivered via email—the total email-provided content serves as a main driver to the FitnessMagazine.com site. Traffic from the eletters drove 38% of all site page views, up from 24% in 2008, and total page views generated by eletters increased 183% year over year.
The Fitness newsletters, which occur at daily, weekly and biweekly intervals, cover a wide range of health and wellness topics. The Daily Fit Tip, launched in 2009, quickly became the top page-view-generating newsletter. The flagship Fit List weekly newsletter has seen an average page view growth of 105%. Fit Food targets diet and nutrition on a weekly basis. The biweekly Fit Picks recommends new gear, helping to drive consumers to the Fitness store. And the new Beauty List newsletter is further expanding Fitness’ reach into all new areas of wellness promotion.
Parenting
In early 2009 Parenting.com implemented a comprehensive expansion of its email newsletter offerings. Its goal was to provide female readers with relevant content that would guide them through more than three years of parenthood—from pre-conception to their child’s toddler years. Its life-cycle marketing approach, formalized in targeted newsletters, has allowed it to reach its audience with a high degree of relevancy and timeliness, increasing both open rates and click-throughs.
Women contemplating pregnancy can count on a dose of regular dissemination. The Trying to Conceive newsletter, published daily, encapsulates a 21-week course, with the popular fertility calculator. There is also a Daily Pregnancy Planner that spans 180 days for those whose efforts have proven successful. And the Ages & Stages newsletter provides relevant content on pressing parenting issues.
The new efforts themselves have proved to be quite fertile. The Daily Pregnancy Planner, for instance, has had a 51% open rate and a 37% click-through rate.
SELF
Responding to reader comments that called for a positive instead of an alarmist tone for health news presentation, SELF launched the Healthy Living newsletter, which contains top-flight reporting, reminders for key screenings and reports on spurious health claims. SELF also engages its audience with a Recipe of the Week newsletter, a Get-Fit Move of the Week newsletter and a monthly News and Tips newsletter, which serves as a comprehensive offshoot of SELF magazine.
SELF’s fleet of newsletters achieves a circulation of 1.5 million. The newsletters focus on topics like food and nutrition, exercise, healthy living and beauty, and their combined numbers point to a deep and lasting penetration. Open rates average more than 18% and click-through rates average more than 2.6%. Furthermore, the newsletters gain up to 2,500 new subscribers every week.
Back to 2010 In-Box Awards page
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