Case In Brief: Relevancy Helps Legacy Publishing Connect With Customers

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Marketing
The online publication increased email capture and open rates by offering more relevant and personalized information.

Parents want the best for their children and when faced with developmental or behavioral delays, they try their utmost to find a way to rectify the problem. Often, parents take to the Internet to read all they can find about the problem they're facing, trying to find the best mode of action to improve the situation.

One online source of such information is Legacy Publishing, which produces multimedia materials and programs aimed at helping parents by delivering empowering and practical information aimed to solve problems and improve their lives. The company specializes in child behavior problems and Meagan Moughty, the company's director of Internet business, says Legacy Publishing has a wealth of information and content aimed to help parents deal with these issues.

While the organization's website, Empowering Parents, isn't membership based and visitors can access the content without registering, the Portland-based company had been gathering data about its visitors through a preference center, asking basic questions about the content they're interested in most in an attempt to tailor the experience to their specific needs. But Moughty notes that the company wanted to go a step further and build relationships with customers through personalized emails that are targeted to their specific interests. "The goal of our email program is to build relationships with our customers and to build trust," Moughty says.

Although the company was encouraging parents to share their email addresses, this wasn't always leading to results, and Legacy Publishing wanted to encourage more parents to subscribe to its electronic mailings. Wanting to get more personal with customers, last year the company joined forces with Silverpop and transformed the way it was capturing customer data.

Results

Moughty explains that the former approach was to offer a free newsletter to customers who share their email addresses. Today, parents who access the site are presented with a pop-up asking them to tick the different challenges they are facing, for example whether their child has been diagnosed with a particular behavioral problem, like attention deficit disorder, or if he or she is abusing drugs or drinking. In order to deliver greater value, the company then offers parents a personalized parenting plan based on their child's needs. This approach, Moughty explains, has increased email capture by a staggering 400 percent. Because Legacy Publishing is offering more personalized information rather than a generic newsletter, more parents are willing to share their email address within the pop-up to receive their tailored plan. Moughty notes that the company used AB testing to try different ways to improve upon this result but has so far felt this is the best way to capture visitors' emails.

A big part of this success is attributed to the company's ability to target parents with content that is particularly relevant to their children's challenges and aims to help address them. "Our ability to build trust with customers went to the next level," Moughty says.

Sending relevant content has also resulted in high open rates. Moughty notes that the former newsletter used to have open rates of about 20 percent, but the current one that contains more relevant content is getting open rates of between 60 and 70 percent.

Lessons Learned

Connect with customers: Asking customers about their interests helps companies be more relevant.

Personalize communications: Customers want information that's relevant to their needs.

Test regularly: Organizations should test their websites to find out what works best for them and constantly attempt to improve their services.

EXPERT OPINION
EXPERT OPINION