___, Email Marketing
Denise Austin is a fitness expert who starred in the longest running fitness show in the history of television, and has sold over 24 million exercise videos and DVDs. Her approach to health is very straight-forward – exercise and eat fresh, healthy food. On her website she offers a 10 week program with videos, recipes, etc to provide more structured guidance and encouragement to become healthy.
When the 10 week program was developed in early 2015, Denise’s team needed a way to keep their program users disciplined, and entice fans to try it. An email marketing plan for each of these audiences was needed.
I wanted to make the emails as personalized as I could, believing that the inbox is an intimate space and knowing that the program needed to be tailored to each person. With that in mind, I created email drips that were automatically sent after each user performed an action like signing up or opening a previous email. I also set up separate emails to send on a set schedule which were based around the plan. To achieve maximum engagement, I also automatically resent important emails a day later if they were not opened, changing the content slightly. I worked closely with Denise’s team on content, offering recipes and embedded videos in addition to the usual content. At the end of 6 months I had instructed the team on how to manage the infrastructure, and they were able to fully take over.
In the first 6 months email went from contributing 0 to over 100,000 site visits. Email also contributed 28% of all signups to the program. The team was able to manage the setup effectively, and at the end of 2015 email contributed 32% of site visits, outperforming every other channel.