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Time, Inc. Case Study
CUSTOMERTime Inc. is the world’s leading magazine publisher, with more than 150 titles that are read more than 300 million times worldwide on a monthly basis and account for nearly a quarter of the total advertising revenues of U.S. consumer magazines. Time Consumer Marketing Inc. launched a new online customer service site for these magazines and they wanted to encourage subscribers to use this site to manage their subscriptions, choosing various options such as renewing, paying bills, and making changes to their account information. Although deliverability was good, their messages were often presented without links and images.
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 |
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| Non-CertifiedEmail sample as received by the customer | CertifiedEmail sample as received by the customer. |
RESULTS
The response rates for the
Certifi edEmail recipients as
compared to the non-certified
email recipients showed the
following increases:
| Click-through rate | +30% |
| Site login: | +28% |
ANALYSIS
All variables between the Certifi edEmail messages and the non-certifi ed emails were tightly controlled, leaving two primary differences between the populations. Firstly, as a secure, trusted message, the Certifi edEmails were presented with links and images rendered intact by default. Secondly, the Certifi edEmails were presented with a unique trust icon indicating to the recipient that the message was authentic and trustworthy. It is concluded therefore that these characteristics were responsible for the positive lift on metrics. Time’s return on investment (ROI) was calculated to be extremely positive.
TERMINOLGY
| Click-through rate | The number of emails that were clicked-through to the website over the emails received, as a percent. A single email clicked |
| Site login | The number of people that logged into the website over the emails received, as a percent. Multiple logins driven from the same email are counted as a single login (unique login). |
| Return-on-investment (ROI) | Profit generated by a marketing campaign less the cost of the campaign (return), over the cost of the campaign, expressed as a percent. A positive ROI is one where the profit generated exceeds the cost of the campaign. For example, an ROI of 180% means an investment of $1.00 generated a return of $2.80. |
Download the PDF of the Time Case Study
“The business benefits of CertifiedEmail – assured delivery of messages to our subscribers with all links and images presented intact – had a clear impact on results.
Trusted, authenticated CertifiedEmail messages resulted
in higher click-throughs, and improved program response rates.”
Ernie Vickroy
Marketing Director, Time Consumer Marketing, Inc.