Scientific American: Boosting Revenue and Efficiency with Acoustic Campaign
Technology Category
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
- Sensors - Acoustic Sensors
Applicable Functions
- Sales & Marketing
Use Cases
- Leasing Finance Automation
- Material Handling Automation
Services
- Testing & Certification
About The Customer
Scientific American is the longest continuously published magazine in the U.S., providing its readers with unique insights about developments in science and technology for over 175 years. The magazine offers print and digital subscriptions, eBooks, and newsletters in 14 languages. It boasts 9.5 million print and tablet readers worldwide, over 10 million global online unique visitors monthly, and a social media reach of over 7 million. Despite its long history and large readership, the magazine faced challenges in optimizing its digital marketing efforts, particularly in the area of email marketing.
The Challenge
Scientific American, a magazine with 9.5 million global readers, was facing a challenge with their email marketing strategy. The magazine was sending out an excessive number of emails, around 11 to 13 million per month, without any segmentation. This approach was not only costly but also inefficient, as it resulted in lower engagement metrics for marketing emails, including the average open rate and click-through rate. The magazine's primary goal was to use email marketing to grow sales, and a secondary goal was to increase profitability by reducing the number of emails being sent. The challenge was to optimize their digital marketing efforts and use their marketing tool, Acoustic Campaign, to its full potential.
The Solution
Scientific American decided to streamline their campaign execution with greater automation. They started by creating engagement suppression lists, designed to avoid sending emails to disengaged readers who hadn't opened an email in three months. The magazine also utilized the automation programs of Acoustic Campaign, which significantly reduced the time spent on setting up the framework and flows. A new feature added to the Campaign queries, engagement behavior filters, allowed them to exclude recipients based on engagement during longer-tail campaigns. The magazine also connected the Campaign to their website, triggering a subscription promotion when a non-subscriber visitor views a page. They also implemented A/B testing and used heat maps to track and optimize their metrics. The automation programs also enabled cross-selling, promoting other products to customers who purchased a print or digital subscription.
Operational Impact
Quantitative Benefit
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