Bet on Horses, Not Customer Assumptions: How the Kentucky Derby tested content into relevance for customers

Tweet Assumptions can be a dangerous territory — especially when it comes to being relevant with your customers. When a brand has a large gap between purchases, keeping customers engaged becomes a consistent concern. The team at the Kentucky Derby faced that issue when they decided to use the weekly newsletter to identify and validate customer segments. “When we look to grow a brand like the Kentucky Derby, that breadth of engagement is really core to our growth path,” Jeff Koleba, Vice President of Marketing and Programming, Kentucky Derby, said in this session from MarketingSherpa Email Summit 2015. To solve this issue, Jeff and Kate Ellis, Marketing Analyst, Kentucky Derby, decided to begin segmenting and directing content directly towards the customers who wanted it most. Within its established customer personas, the Derby focused testing on three segments: Social content interests Equine enthusiasts Betting/wagering information Once they set up segmentation and supported it with relevant content, the team began optimizing for maximum engagement. Subject line testing First, the team began testing subject lines for The Derby Insider newsletter. “We really just wanted to optimize this whole newsletter to get us as much click data as we could,” Kate said. Control: “The Kentucky Derby Experience — 80 Days Left” Treatment A: “The Newest Kentucky Derby Hopeful & Kentucky Derby Insider Info” The Treatment saw a 20% increase in clickthrough rate, which lead the team to the conclusion that more detailed subject lines result in higher clickthrough rates for subscribers.   Day of the week…
Source: Marketing Experiments
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