Background
The Taunton Press has been a trusted source of valuable information and inspiration on the house and home since 1975. Millions of professionals and consumers purchase Taunton's books, magazines, and DVDs, and use its apps and websites to improve their skills and expand their horizons.
Challenge
Email response rates were declining year-over-year, and the executive team at Taunton realized that it needed to re-focus and reinvigorate its communications.
Idea
Implement a rigorous 12-month plan to improve open and click-through rates on email campaigns through creative testing.
Campaign
Taunton leveraged Movable Ink’s Creative Optimizer to identify which versions of its email newsletters would yield the highest response rates. To set it up, Taunton simply created 2 different template images, dropped them into Movable Ink’s dashboard, and defined a test population. When the campaign was deployed, Movable Ink was able to identify the winning content in real-time, and have it delivered to the remainder of the list on the fly.
Results
Taunton has been able to identify and deliver winning email templates that yield click-through rates more than twice as high as poorer performing ones.
