CHALLENGE
Cox Media Group runs seven newspapers across the country and hits over 3.5 million doorsteps daily. But their subscribers weren’t crossing over to online channels for breaking news and updates. Enter: email. And the opportunity to improve engagement right from the inbox.
Cox came to the table with preexisting email campaigns. Some, such as a welcome, re-engagement, and daily reminder emails, fit their business model nicely. But they weren’t delivering. So Ansira dug deeper, and after a 360-degree analysis and data dive, the team found target areas to increase engagement. Ansira decided to do that by observing implicit and explicit news preferences—then serving only the headlines that resonate in daily touches.
ACTIVE
email design and tracking pixels
SMART
emails made brilliant
TAILORED
content to each subscriber’s interests
SOLUTION
Progressive Profiling is complex, but it shouldn’t be complicated. It’s simply seeing beyond the inbox to what really matters: Are readers interested in sports? Do they want today’s political drama? What’re they doing this weekend? Ansira’s inbox preference collection technique allows readers to let us know in a snap. Or rather a click. Our innovative tech utilizes interactive design and a tracking pixel to get the job done.
The Cox Welcome Series was ground zero. The juncture where new subscribers and new subscriber behavior meet. Will they open the email? What will they click? How long will they engage? The Ansira team observed these behaviors, and more, enabling Cox to start dynamically populating emails with content tailored to each subscriber’s interests.
People are constantly bombarded with notifications, texts and emails. By taking the time to learn about a subscriber’s interests, Ansira was able to help CMG stand out in the crowd and deliver tailored, relevant emails to its subscribers.