The impact: Higher numbers and stronger relationships
Alessandra has seen the shift to customer-centric content perform time after time.
She was hired to consult for UPPA, an Italian parenting magazine. The company has a sizable readership, but they were struggling to build impactful and lasting relationships with their readers.
Historically, the company collected new subscribers through the distribution of content, typically an e-book about a parenting topic like breastfeeding, getting your child to sleep, or how to respond when children cry. Readers would come to a landing page, leave their information, receive the e-book, followed by an email asking them to sign up for UPPA’s print magazine.
Alessandra believed this felt more opportunistic than helpful for readers.
She switched up the strategy to revolve around the readers. Now, when a newcomer signs up for an e-book, they receive a welcome email with more tips related to the topic of the book. Two days later, they receive a second email with more relevant resources. On the third day, they receive an email with more useful parenting tips and a call to action to subscribe to the print magazine.
“This completely changed their relationships and their result, because it was no longer an opportunistic exchange between personal data for content,” says Alessandra. “It was the beginning of a relationship which was useful for both.”
The numbers support Alessandra’s tactic.
“We passed from a 30% open rate the first welcome message to an average more than 60% open rates in all the welcome emails. This also improved the open rates of the subsequent newsletters. But, the real key was shifting, improving the relationship,” she says.