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Reinventing AARP‟s Newsletter: Methodologies and Learnings from a Successful Transition
Brooks Bell
President
Brooks Bell Interactive
Tuesday, March 17, 2009
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About AARP
40 Million Members
$16/year
Non-profit
AARP.org is open to
members and non-members
Site relaunched last year
Focused on issues important
to 50+
Tip: Don‟t call it “ARP”!
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AARP‟s weekly newsletter is called the “Webletter”
Sent to AARP Members & Non-Members
Mix of fresh content from AARP media properties
including AARP The Magazine, Bulletin Today, Segunda
Juventud, AARP.org and much more
Purpose of Webletter
Drive traffic to AARP.org
Increase engagement with the brand via actions (signed petitions,
registrations, etc.)
Convert non-members to members
Drive ad revenue
One year ago, in March…
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The Webletter performance was stagnant
80% hadn‟t opened in over 6 months
Open rate: 13%
CTR: Only 4.3%
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The design felt „old‟
Text heavy
No strategy
Ads were outdated
sizes
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Our Plan of Attack
Divide and conquer
Segment the list by usage (inactive, passive, active)
Introduce a Test Plan
Establish a control
Weekly test grid
Test creative, subject lines, elements and content to
find winning combination
Scrub the list
Ad sales commitments needed to be considered
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Results…11 months later
Webletter is the #2 traffic driver to
AARP.org
Traffic spikes every weekend after
Webletter is sent
Increased active list by 59%
Inactive is now under 50% (38% lift)
Open rate is averaging 18% (39% lift!)
CTR is averaging 12%(180% lift!)
Average total weekly clicks are up 56%
Least expensive marketing program
Here‟s how it was done…
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Segmentation by Usage
Segment Definition Goal #1 Goal #2
Active Clicked at least once in the last 4 sends
Passive Opened in the last 4 sends, but hasn't clicked
Inactive Hasn't opened or clicked in the last 4 sends
Size
Clicks
Clicks
Opens
Size
DESIGN & CONTENT
SUBJECT LINE
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Test Plan
10 test cells every week
A/B/C/D Subject Lines in
Inactive
A/B/C Creative in
Active/Passive
Test a variable cluster
(aka creative redesign)
A/B/C tests (aka
element test)
Impact of Content
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Test Grid Worksheet
Pre-Test Plan
Creative Test: Impact of
Links at top
SL Test: “We Miss You” vs.
Short
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Control
Control
Control
Results
Creative Test: Impact of Links
at top
SL Test: “We Miss You” vs.
Short
Test Grid Worksheet
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Creative Test: Impact of Links at top
SL Test: “We Miss You” vs. Short
Test Grid Worksheet
Post Test
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Scrub Efforts
In June, the inactive segment was „healthy‟ enough to
get scrubbed
Targeted those who hadn‟t opened in 18 months
But first, wanted to try to „save‟ as many as possible
3-part scrub series
Saved 2% of the list
Scrubbing improved all open and click-through rates
List size remained above the minimum threshold
Now, we regularly scrub names with no activity for 6
months
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Scrub Series
Scrub #1
Scrub #2
Scrub #3
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Some highlights from 52 weeks of testing
Does ugly work?
Content really matters
Best subject lines
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Does Ugly Work?
-25%-28%
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Does Ugly Work?
+11%
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FINALLY!
(There‟s hope in this world…)
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+31%
But we can still be surprised…
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Content really matters!
Lowest Response Record-breaking Response
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Content Tips
Avoid negative, depressing, scary content
Users respond to “Best” lists
Timely content is king
Gas hikes, Stimulus packages
Have broad appeal
Diets, Saving money
Writing in a personal, “you” focus
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Best Subject Lines (Inactive)
[NAME], We Miss You! Have You Seen the Latest from
AARP?
AARP Webletter--Jamie Lee Curtis Bares All, Get Your
Stimulus Payment, Traveling Solo, Political Punning
[NAME], Get More Back From Social Security
[NAME], New Games From AARP!
[NAME], This Diet Could Save Your Life
[NAME], Don‟t Let Your Doctor Make A Mistake!
[NAME], More Stimulus Payments On The Way?
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Subject Line strategies you can try
Personalization
Question-format
Boring
Slightly alarming
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Some takeaways on implementing your successful newsletter program
Always start with a control…and then beat it
Fresh creative is not guaranteed to outperform
Segment your list
Usage is one of many ways to segment
Constant testing is crucial
Lots of victories and defeats…
Can‟t expect overnight success
The Importance of Content
Good action-oriented copywriting makes a huge difference
Provides insight into what your audience cares about
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What we‟re testing in 2009…
Table of Contents (Kicking a** so far!)
Number of Content Modules
Call to action/link strategy
“Click to continue” may be fatiguing
Email Width
More advanced personalization
Alternative engagement techniques
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Credits/Thank You
Big Thanks to:
Nataki Clarke, Director, Online Marketing, AARP.org
Maria Zaman, Online Marketing Manager, AARP.org
Team Dynamo at Brooks Bell Interactive
Diana Tong, Account Manager & Team Lead
Rebecca Schofield, Interactive Producer
Kristen Collosso, Designer
Christine Babcock, Designer
Brooks Bell, President Brooks Bell Interactive
Call or email me at: 1-866-831-1886
