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How to Keep Subscribers Engaged withYour Brand via Personalized ContentDiana PrimeauDirector of Member ServicesCNET

Session SpeakerDiana PrimeauDirector of Member Services, Audience DevelopmentCNET@macrosmed2Diana is Director of Member Services Audience Development atCNET. She is very passionate about email marketing and theopportunities it brings to the business. Primeau leads across-functional team that drives site engagement, increasessubscription conversions, maximizes social and traditional emailregistration and manages email lists comprised of millions of uniquevisitors. Prior to her 10 years at CNET, she was Vice President of CrossProduct Initiatives at Macromedia.

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CNET UsersTech Enthusiasts Research tech they are interested in to make buyingdecisions Learn how to use their tech Keep up with tech news and trends4

No matter the industry .Engaging an existing customer is mucheasier than acquiring a new customer.5

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Sweepstakes Engagement Rate46.10%26.66%24.29%18.10%13.03%8.63%1-30 Days31-60 DaysNew Users Who Entered Sweeps761-90 DaysCurrent Users Who Entered Sweeps

CNET’s ChallengeIncrease relevancy and personalizationDitch batch-and-blast shotgun approach to emailAchieve more engagement with subscribers8

Welcome & Nurturing SeriesPart I: Attracting and Nurturing New UsersPart II: Retaining Existing Users9

Welcome Email — ControlSubject Line:Welcome to CNET! Let’s get started10

Welcome Email — ControlSubject Line:Welcome to CNET! Let’s get startedProduct reviewsTech newsMore newslettersForums11

Experiment: Welcome emailTest Design — A/B split including: Content Subject lines Advertisements12

So we tested 13

Welcome Email: Version 2Subject Line: Welcome to CNET! Let’s get started14

Welcome Email: Version 3Subject Line: Welcome to CNET! Let’s get started15

Welcome Email: Version 4Subject Line: Thanks for joining! Let’s get started16

Welcome Email: Version 5Subject Line: Thanks for joining! Let’s get started17

Welcome Email: Version 6Subject Line: Thanks for joining! Let’s get started18

Welcome Email: Version 6Subject Line: Thanks for joining! Let’s get startedSimple worked best19

Welcome Email: ResultsIncreases in Opens and CTR in Each TestEach version of the Welcome email outperformed the Control.Email Version20Open RateCTRControl – Lots of content32.66%12.18%V2 – Simplified content, picture of editor45.46%20.25%V3 – Simplified content, no picture and ad43.20%16.08%V4 – Simplified content, ad and new subject line44.74%19.91%V5 – Simplified content, big picture and no ad46.63%20.64%V6 – Simplified content, big picture and ad46.70%21.23%

Welcome Email: ResultsIncreases in Opens and CTR in Each TestEach version of the Welcome email outperformed the Control.Email Version21Open RateCTRControl — Lots of content32.66%12.18%V2 — Simplified content, picture of editor45.46%20.25%V3 — Simplified content, no picture and ad43.20%16.08%V4 — Simplified content, ad and new subject line44.74%19.91%V5 — Simplified content, big picture and no ad46.63%20.64%V6 — Simplified content, big picture and ad46.70%21.23%!Our hypothesis was wrong: For our brand, less is better.

Now what?New user iswelcomed to CNET22

Experiment: Nurturing seriesExperiment ID: CNET Nurturing SeriesBackground: Automated nurturing series, sent after Welcome email23

Experiment: Nurturing seriesTest Design — A/B split including: Content Design Order24

First Nurturing: Social network emailVersion 125Version 2

Second Nurturing: Mobile programVersion 126Version 2

Third Nurturing: Video emailVersion 127Version 2

Order MattersOriginal Send OrderSocial28MobileVideo

Order MattersOriginal Send OrderSocial29MobileVideo

Order MattersTested Send OrderMobile30VideoSocial

Order MattersTested Send OrderMobile53.85%31Video15.83%Social37.15%

Order MattersTested Send OrderMobileVideoSocialSo we reverted back 53.85%3215.83%37.15%

Order Really MattersSocialMobile33MobileVideoVideoSocial

Nurturing Series: Results10% increase in open rate26.11% increase in clicks34!Testing is key. Sometimes testing falls to the bottom of our priorities.!What works for one brand may not work for another.

Welcome and Nurturing SeriesHuge value for the customerOpen rates range from40% to 80%Demonstrated by highengagement rates35

Welcome and Nurturing SeriesHuge value for the customerDemonstrated by highengagement rates36

Content SendsPart I: Attracting and Nurturing New UsersPart II: Retaining Existing Users37

Testing the New Way: Our hypothesisOld SchoolBatch-and-blastNew SchoolVs.Segmentation based on: Remarketing data Click segments Site behavior!38Will increase user engagement

Test DesignTest Group: 15%Test ContentSegmentedControl ContentNo TargetingControl: 85%No Targeting39

Segmentation: Home health testControl40Treatment

Segmentation: Home health testControlTreatmentHomehealthcontent41Photo andvideocontent

Segmentation: Home health testControlTreatmentHomehealthcontentPhoto andvideocontent130%in click rate42

Segmentation: NewsControl43Treatment

Segmentation: NewsTreatmentControlNewscontentSmarthome andappliancescontent44

Segmentation: NewsTreatmentControlNewscontent307%in click rate45Smarthome andappliancescontent

Segmentation: Cars of the futureControl46Treatment

Segmentation: Cars of the futureTreatmentControlCarcontentGames andgearcontent47

Segmentation: Cars of the futureTreatmentControlCarcontent119%in click rate48Games andgearcontent

Top Takeaways491Look for the low-hanging fruit.2Start now, and leverage what you have.3Your numbers will provide you with the business caseyou need to acquire new technology.4Measure and share your results — not just once butongoing.

Thank YouDiana PrimeauDirector of Member ServicesCNET@macrosmedErin HoggReporterMarketingSherpa@HoggErin50

CNET. 2. Session Speaker. Diana Primeau Director of Member Services, Audience Development CNET . Diana is Director of Member Services Audience Development at . V2 — Simplified content, picture of editor. 45.46%. 20.25%. V3 — Simplified content, no picture and ad. 43.20%. 16.08%. V4 — Simplified content, ad and new subject line. 44.74%.