Content Marketing: Optimizing the newsletter offering for CNET
As the old saying goes, bigger isn’t always better.
For Diana Primeau, Director of Member Services at CNET, creating a strong portfolio of email newsletters that resonated with and engaged CNET’s audience was her goal. As part of an company that is the No. 1 source for researching technology and consumer electronics and with more than 100 million unique viewers, CNET had a robust newsletter program including:
- 26 editorial
- 3 deals-based
- 1 marketing
When it came time to plan a strategy for 2013, Diana and her team didn’t think they had a problem with their engagement metrics.
However, when they dug deeper, they discovered some newsletters were no longer relevant, some contained duplicate information, and some included sections that didn’t engage their audience.
“Because our business was healthy, I thought everything was good. But we found things like we had content that was no longer relevant to our audience. It wasn’t a cohesive experience,” Diana said.
In this brief excerpt from Diana’s MarketingSherpa MarketingExperiments Optimization Summit 2013 presentation, see how she began the process of increasing engagement with CNET’s audience through valuable, relevant content.
You can also watch her entire on-demand presentation, “Content Optimization: Reduce redundancy, improve relevance and increase engagement,” to learn how Diana and her team increased both open and clickthrough rates for the newsletter email sends and built a stronger alignment between CNET’s member services and editorial teams.
