Magazine Yellow Pages increases response by 50% with personalization and testing

Share this content:
Magazine Yellow Pages has seen a 50% response rate after adding personalization to its e-mail marketing program.

Working with e-mail and database services firm Intellidyn, Magazine Yellow Pages was able to test its e-mail and add personalized content to the e-mails to help lift its click-through rate to 50%. The test included sending one group of 40,000 a set of creative and degree of personalization and second set of 40,000 another set of content.

“We looked at our list and tried to figure out which people can really can handle getting two, three, four e-mails a month without blasting them and losing them,” said Cathy Miller Beers, president of Magazine Yellow Pages.

Magazine Yellow Pages sells about 700 major magazines, including a number of niche magazine titles. The Magazine Yellow Pages audience encompasses magazine readers across the US, which skews heavily female.

Beers said that she has found that knowing what a person subscribes to can really help create a personalized e-mail. Magazine Yellow Pages uses this to track a customer's profile, send them creative and then track this information for future mailings.
 
“E-mail is a highly personalized tool,” she said. “It should be used to present something that is relevant, with good copy, a striking visual and an offer that means something to the customer.”
Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here