How HarperCollins Publishers India Bagged “Publisher of the Year” Award
About HarperCollins Publishers India
The Missing Links
Our Approach
Solution Methodology
1. Winning Subject Lines
The first and most crucial communication element when it comes to email campaigns is the subject line. The right subject line can have a profound impact on the open rates for email. The audience is less likely to unsubscribe when they see the value that’s being delivered in the newsletters and other emails.
2. Retargeting campaigns
Unlike cold email campaigns, retargeting or remarketing campaigns are for a hot audience. These audiences have shown interest in and engaged with the campaigns in the past. Therefore, delivering relevant and interesting content to them can reduce the likelihood of unsubscribing. We leveraged the retargeting campaigns to plug the hole without spending a lot.
3. Personalised recommendations
Classifying the existing audience into different strata and classes was the key to offering personalised recommendations. We focused on dividing the audience based on some key attributes. Most personalised recommendation campaigns had a very high open rate, almost over 65%.
4. Festive giveaways
Festive giveaways by brands are something that audiences always look up to during festival seasons. Be it a discount on books or a special hamper, it can work wonders. Our festival campaigns were aimed to increase interaction and engagement. We encouraged the audience to participate in the Christmas giveaway to win a prize. This campaign had a great response from the audience with an open rate of over 33%.
Quantifying Results: Let the Numbers Do the Talking
A quick glimpse into what we were able to achieve for HarperCollins Publisher India.
- Audience size increased by 21792 subscribers from July’21 to April’22, a 48% increase in total subscriber count
- The average open rate for 5-star contacts for different groups and segments was over 67% with the highest crossing over 73% (Watch group)
- A significant increase in the organic flow of subscribers during the whole period Remarketing campaigns helped to boost the audience list in the most efficient manner
- An improvement in the click-through rate from 4% to 6% HarperCollins Bags “Publisher of The Year” award during this timeline
