AOL Integrated Feature Engagement Campaigns Encourage Retention
Challenge:
Increase retention among AOL subscribers identified as at risk to cancel their memberships.
Solution:
The Lacek Group developed an integrated feature engagement campaign that leveraged both the offline and online channels. A self-mailer was sent to members to engage them on the AOL Food content site. The mailer provided information on the variety and breadth of food- and cooking-related content available on the AOL Food, including recipes, nutrition tips and complete menu ideas, as well as valuable interactive tools like Shopping List, Kitchen Assistant and how-to videos. Free gifts in the form of personalized recipe cards and "From The Kitchen Of" stickers.
In addition to the mailer, a series of three informational emails were also generated to reinforce AOL Food's features and benefits. A test was implemented to assess the campaign's creative concepts and determine the best look and feel. Two concepts were produced, the first focusing heavily on lifestyle imagery and the joy of cooking and entertaining, and a second emphasizing food itself.
Results:
The campaign increased use of the AOL Food site among targeted members, ultimately helping to retain those members beyond their AOL free trial period.
Challenge:
Increase retention among AOL subscribers identified as at risk to cancel their memberships.
Solution:
The Lacek Group developed an integrated feature engagement campaign that leveraged both the offline and online channels. A self-mailer was sent to members to engage them on the AOL Food content site. The mailer provided information on the variety and breadth of food- and cooking-related content available on the AOL Food, including recipes, nutrition tips and complete menu ideas, as well as valuable interactive tools like Shopping List, Kitchen Assistant and how-to videos. Free gifts in the form of personalized recipe cards and "From The Kitchen Of" stickers.
In addition to the mailer, a series of three informational emails were also generated to reinforce AOL Food's features and benefits. A test was implemented to assess the campaign's creative concepts and determine the best look and feel. Two concepts were produced, the first focusing heavily on lifestyle imagery and the joy of cooking and entertaining, and a second emphasizing food itself.
Results:
The campaign increased use of the AOL Food site among targeted members, ultimately helping to retain those members beyond their AOL free trial period.
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