With the Covid-19 pandemic driving more holiday shopping online this year, The Strategist is leveraging email marketing to do what it does best, year-round: help its readers shop better and maybe just as important to get offers.
New York Magazine's editorial website for product reviews and gift guides has launched a 20-day newsletter series for subscribers, offering recommendations and offers for the gift of the day, as well as discounts exclusive to the inbox. For the series, which runs December 1-20, The Strategist has partnered with numerous retailers including Free People, Fenty Beauty, Parachute, Baron Fig, Look Optics and Outdoor Voices in emails sent straight to their websites refer.
E-Commerce's Vox Media svp Camilla Cho (NY Magazine merged with Vox Media in late 2019) stated that email has always been an important part of The Strategist's marketing strategy, but the pandemic has made it more important to attract its newsletter subscribers tie.
“The value of our email subscribers has come to the fore this year. We've done a lot of analysis and explored the data on our email subscribers and they come to the site much more often than the average user, ”said Cho. "We try to do more for our email subscribers as they have proven to be the most engaged and loyal audiences we have."
For this year's holiday boost, Cho said her team had learned from The Strategist's first two-day (actually good) sale, an event the brand debuted in July as an alternative to Amazon's delayed Prime Day earlier this year.
The aim of the series was to diversify the shopping opportunities for viewers and help them discover new, smaller brands. In the days leading up to the event in July, The Strategist announced that it would be offering offers exclusively to newsletter subscribers. According to Cho, this resulted in readers subscribing at eight times the average rate.
"That was a signal that our email subscribers are responding well to offers and exclusive discounts we curate for them, and we should build on that," she said. "It's obvious when you think about it. Reaching out to your most loyal audience to curate gifts and combine them with a discount is a winning combination."
Cho said her team curated brands and products that readers have had positive reactions to in the past while highlighting black-owned brands for the Gift of the Day series and prices between $ 20 and $ 200.
According to Cho, the decision was made to highlight one gift and one deal per day so as not to bombard readers with a long list.
"I think people will respond well to this rather than something like 100 top gifts for mom, which can be a little overwhelming," she said. "This is just another great way to highlight a very curated range of products that we love."
To measure the performance of the series, Cho says her team will mainly focus on how much revenue is being generated from the email broadcasts and what the subscription rate is before and during the series. They also analyze how subscribers react to receiving an email on a daily basis for most of December.
“When we first decided to do this Gift of the Day series, we asked: is it too much to send an email every day for 20 days? Maybe people get interested in the first four days of sales and then start to rejuvenate, ”she said. "We're going to look at the unsubscribe and open rates. We're pretty confident (we won't see any waste), but it's something to keep an eye on."