Like any savvy marketer, The Penny Hoarder began by learning about their readers’ interests and preferences. They incentivized subscribers to build profiles and used the in-house email marketing platform to send readers surveys that enabled the brand to better understand their audience. They also used Data Axle’s comprehensive analytics capabilities to identify the type of content that best resonates with different subscriber segments.
Using both the user survey responses and the insights collected in the in-house email marketing platform, the Penny Hoarder team worked to create new content for their email program. “This year we accomplished something we had wanted to do for a while; we introduced a daily newsletter that is doing great for both our brand and our readers. With all the challenges we had with our previous provider, we were never confident enough to implement a daily mailing program. With all of the deliverability, segmentation, tracking and analytics problems solved by Data Axle’s platform, we can confidently continue to grow our community,”said Kathleen Garvin.
The Penny Hoarder team wanted to infuse humor and personality into their daily newsletter so they enlisted the help of senior writer Dana Sitar to create a personalized voice that complimented the tone of their website.
As a result, the daily newsletter has proven to be a very successful addition to their email program, generating an open rate that is almost 50% above the industry average for publishers.
The team also launched two new newsletters to cater to the ever-expanding interests of their audience: The Penny Hoarders Jobs and The Penny Hoarder Food. These niche weekly communications have generated notable results for the brand, driving an impressive average unique click rate of 21% for The Penny Hoarder Jobs and a strong 13% unique click rate for The Penny Hoarder Food.
