One of HFN’s key revenue channels, their e-newsletter program, was struggling; After CASL regulations changed, the organization lost over half of their subscribers, and had not managed to bring list back up in the years since the regulation change. This proved to be a challenge as value to vendor partners who purchased advertorials in the newsletter was being questioned. The design of the e-newsletter had not been updated in several years, and while the content was good, the look made it feel stale and outdated.
In order to addresses this, a re-design of the look was planned, but the value to vendors was still a challenge.
Previously, prices were never attached to items featured in advertorials, as prices were set in each store. To help tie a call to action/price to each item, a special section was added to the online version of the monthly flyer (which already had customized pricing), to help drive traffic into the store to purchase products that were featured.
To increase subscribers, e-newsletter signup links were added to the HFN corporate website, and each member’s website. Links were also added on e-newsletter articles, so anyone who came to them organically could sign up. Promotions were run on Facebook to promote articles and subscribers. Finally, in 2017, HFN launched the Holiday Magazine & Gift Basket Giveaway promotion to increase their email database
This redevelopment and promotional plan increased vendor participation/ad revenue in 2018, addressing the original challenge. These changes also increased member participation in the e-newsletter program.
To see the full look of the enewsletter redesign, click here.