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.
