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Ads were outdated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

brooks@brooks-bell.com