Maverick Insider tackles low conversion rates with a targeted Q&A mailer, significantly enhancing member acquisition and engagement. The initiative addresses the gap between interest and action, providing detailed answers to potential members’ questions, which has led to a notable increase in conversions.
We spoke to Julia Harris, Head of Reader Revenue at South Africa’s Daily Maverick, to hear about this strategy, informing this article.
The challenge: a click doesn’t always equal a conversion, right?
We all know the feeling: those crucial clicks on your acquisition appeals that don’t quite translate into paying members. Maverick Insider faced this head-on with their direct mailers, a primary driver of new members. Despite strong click-through rates, their signup conversion from these clicks hovered around a maximum of 10%.
The burning question? Why the gap between interest and action?
The “aha” moment: unanswered questions holding back conversions?
Maverick Insider’s team had a crucial insight: unlike straightforward product subscriptions, a membership model can sometimes leave potential new subscribers with lingering questions. Were these unanswered queries the friction point preventing that final conversion? They hypothesized that clarity on the “what,” “why,” and “how” of Maverick Insider was missing post-click.
Key Learning: Don’t assume everyone inherently understands the value proposition of your membership
> Also from Daily Maverick: building a superpower database to involve Insiders in Daily Maverick’s journalism
The solution: a proactive Q&A to overcome hesitation
Their solution? A targeted Q&A mailer deployed to those who clicked the signup button but didn’t immediately convert. Sent 24 hours later from the head of membership (adding a personal touch), this email proactively addressed common reservations:
- What exactly is Maverick Insider?
- Why no paywall? (A key differentiator at Daily Maverick)
- What impact has membership actually had?
- What are the tangible benefits of joining?
- What’s the cost, and are there any sneaky terms?
Personalization was key, addressing readers by name whenever possible.
Key Learning: Proactive communication that anticipates user questions can be a powerful conversion tool.
The results: beyond signups – engagement and insights
This Q&A mailer now accounts for a significant chunk of monthly acquisitions (up to 6.5%, averaging around 3%). But the impact went beyond just signups. They received over 1,000 responses, creating valuable one-on-one engagement opportunities and, crucially, providing direct feedback on signup barriers.
Key Learning: Sometimes, a conversion-focused initiative unlocks unexpected engagement and invaluable customer insights
What’s next for Maverick Insider? Expanding and optimizing
The team is now rolling out this Q&A approach to users arriving at their landing page from other campaigns, optimistic for similar results. They’re also keen to experiment with the timing of the Q&A email to pinpoint the optimal moment for conversion.
Key Learning: Continuous iteration and applying successful strategies across different acquisition channels are crucial for growth.
