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Customer story
How National Review Transformed Its Entire Email Program
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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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.
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.
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.
Read More on Recommendation Manager
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.
