Customer story

How National Review Transformed Its Entire Email Program

How National Review Transformed Its Entire Email Program image

Increase in pageviews per thousand emails sent

387%

Increase in clickthrough rates

142%

Increase in open rates

96%

SMARTER SEGMENTATION

Segmenting Audiences Based on Engagement

Although National Review’s send volumes were high, a large portion of traffic was disengaged. With a strategic suppression strategy, opt-outs stabilized and steadily decreased, while engagement began to rise.

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   Segmenting Audiences Based on Engagement

ENHANCED EMAIL TEMPLATES

Keeping Readers Clicking

National Review’s most popular templates contained the full content from each article, which wasn’t driving readers to the website. Our team helped reformat and test their templates to follow best practices, while providing the best user experience and generating more pageviews.

   Keeping Readers Clicking

STREAMLINED SEND VOLUME

Sometimes Less is More

To help mitigate churn, National Review’s Saturday and Sunday newsletters were consolidated based on historical engagement. With this consolidation, plus the segmentation of reader engagement, overall send volume and opt-outs significantly decreased while engagement increased.

   Sometimes Less is More

PERSONALIZED CONTENT

Finding the Right Balance

Rather than relying on hand curated emails, National Review tested a mix of recommended and curated content. This allows the publisher to strike a balance between editorial control and algorithmic personalization in its emails.

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   Finding the Right Balance

SUPERIOR SUBJECT LINES

Boosting Conversions with Strong Subjects

Leveraging Sailthru’s dynamic scripting language, National Review automatically pulls in the subject line based on the stories received by every individual, adding to the increase in email-to-site conversion rates.

   Boosting Conversions with Strong Subjects

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