Lassie is a well-known brand that many people know from the supermarket. The website plays an important role as an inspiration platform for recipes, product information and more. To better meet the needs of the online audience, OMA set to work on an email marketing campaign.
The goal was to make visitors return to the website more often by providing them with relevant and inspiring content.
During an extensive CRO process for Lassie, key insights about website visitor behavior emerged. Surveys and user analysis showed that one-third of visitors were interested in weekly recipes from Lassie. Of this group, 70% preferred email as their means of communication.
With this data in mind, we decided to launch a weekly recipe email, and the main goal was to increase visitor engagement and loyalty. We did this by regularly providing them with relevant and inspiring content via email.
The biggest challenge was to align the email strategy with the preferences of the target audience. In addition, the email frequency had to be designed to match readers' preferences. The existing newsletter was sent monthly, but we noticed that visitors needed more frequent and targeted content, such as recipes for every day.
In addition, the integration of the weekly recipe email had to be done in a user-friendly way, where existing newsletter subscribers could easily switch to the weekly option without losing engagement.
To introduce the weekly recipe email, we created an email campaign that was sent to 10,547 existing addresses on the mailing list. In this email, recipients could easily indicate if they preferred to receive weekly recipes instead of the monthly newsletter. With a clear button, signing up for the weekly recipe email was quick and easy.
In the first week of the weekly recipe email, there were 798 recipients on the list right away, a number that continued to increase weekly.
People who signed up received the recipe email weekly from then on. We also offered the option to revert to the monthly newsletter at any time, giving visitors control over the way and frequency of communication.
The weekly recipe email showed impressive results immediately.
Visitors who land on the website via the recipe email show a high engagement duration per session, and in addition, the number of returning visitors from email traffic increased significantly. This contributes to Lassie's broader goals of creating loyal Lassie fans who return regularly for more inspiration.
By the way, the monthly newsletter also continues to perform extremely well, with a 41% open rate and a 5% CTR. This shows that despite many subscribers switching to the weekly recipe email, the newsletter retains its effectiveness and makes a valuable contribution to customer engagement.
TheThey case demonstrates that aligning content and frequency with the needs van the target audience leads to a strong emailstrategy, while maintaining the value of existing channels.
Based on these successful results, we decided to adjust the communication on the website. Desubscribe option is now clearly presented as 'subscribe'weekly menu' inInstead of 'subscribenewsletter'. This change led to accelerated email list growth, which increased the effectiveness of the campaignmore further strengthened.
Wondering what we can do for your email marketing? Contact us and discover the possibilities.
