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Increase in pageviews per thousand emails sent
Increase in clickthrough rates
Increase in open rates
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.Get the Case Study
ENHANCED EMAIL TEMPLATES
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.
STREAMLINED SEND VOLUME
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.
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.Read More on Recommendation Manager
SUPERIOR SUBJECT LINES
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.