Brief: To create an email targeted to a specific audience of circa 4,000 recipients who had opened two or three of African Business’s most recent emails, but had not yet taken out a paid subscription to view the content.
Creative Process: I created an engaging email that highlighted the benefits of subscription to African Business and offered them the chance to view more of the content they love to engage with for a low price.
I combined persuasive and informative copy, and used different techniques to catch my readers’ eye, including bullet points and bold text. I finished the email with the call to action of reading some African Business articles that I knew would appeal most to their interests.
Success: This email exceeded all expectations. It enjoyed a 79.5% open rate and a 5% click through rate, which resulted in over 200 new subscribers to the magazine (taking out both print and digital subscriptions) over the next few days.
