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Pink's Cynthia Good on Improving E-mail Newsletter Delivery

August 4, 2010 By Heather Fletcher
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TM: How many e-mails go out, for what purpose and how often? How did this change as a result of this effort?
CG: We're sending out about … 80,000 a day. … and it's also varying now, day to day, because … some women don't really care about fashion in the boardroom. And so now, they have the chance not to get the Friday fashion piece. Some of our business owners just wanted the business owner, entrepreneurial content on Mondays. So now they have a choice. …

TM: How did Pink improve its e-mail marketing program?
CG: … It's a process. We look at the data. … For instance, we ran this great program with a woman-owned company, of course, called Initials Inc. And they make these cute little bags [on which] they put your personal initials. So we ran a big campaign with them, where we said, 'You know, if you share Little Pink Book with your friends and 10 sign up, you'll receive this gift.' And we instantly saw a dramatic increase in the number of subscribers. So we've done a gazillion things like that and continue to do them on a daily basis to improve it. … At the end of the day, I think what really works in our favor is just really focusing on delivering great content that is useful to the women in our audience. And then they keep sharing it. And then it becomes viral. … You just click the top of the page, 'Share With a Friend.' … One of the things that we're really excited about is just the overall health of our subscriber readership base is very, very strong. Initially we dropped in the number of audience size a little bit, which really scared me. But what happened was … the readers who we continue to have are much more engaged and active. … That's great for the advertisers and everybody else. …

 

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