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Case Study: Progressive Profiling

“What are you interested in?” It’s a simple, yet bold question. One that’s driving a new kind of marketing engagement for Cox Media Group. We call it Progressive Profiling—the simple act of observing inbox behavior or asking the recipient what they are interested in and then serving up just the most relevant content. And it’s transforming an age-old question into a modern conversation.

ENGAGEMENT

BEYOND THE FOLD

Cox Media Group runs seven newspapers across the country and hits over 3.5 million doorsteps daily. It has readers in droves. But their subscribers aren’t crossing over to online channels for breaking news and updates. Enter: email. And the opportunity to improve engagement right from the inbox.

UNEARTHING THE DATA

Cox came to the table with preexisting email campaigns. Some, such as a Welcome, Re-Engagement and Daily Reminder emails, fit their business model very nicely. But they weren’t delivering. So BrightWave dug deeper, and after a massive 360º analysis and data dive, found target areas to increase engagement. We decided to do that by observing implicit and explicit news preferences—then serving only the headlines that resonate in daily touches.

FACT-FINDING MISSION

Progressive Profiling is complex, but it shouldn't be complicated. It’s simply seeing beyond the inbox to what really matters: Are readers interested in sports? Do they want today’s political drama? What’re they doing this weekend? BrightWave’s inbox preference collection technique allows readers to let us know in a snap. Or rather a click. Our innovative tech utilizes interactive design and a tracking pixel to get the job done.

FRONT PAGE NEWS

The Cox Welcome Series was ground zero. The juncture where new subscribers and new subscriber behavior meet. Will they open the email? What will they click? How long will they engage? BrightWave observed these behaviors, and more, enabling Cox to start dynamically populating emails with content tailored to each subscriber’s interests.

THE BOTTOM LINE

People are constantly bombarded with notifications, texts and emails. By taking the time to learn about a subscriber’s interests, BrightWave was able to help CMG stand out in the crowd and deliver tailored, relevant emails to its subscribers.

BrightWave helped us develop the strong, consistent, brand-appropriate look and feel that we were missing—and helped us push the boundaries a little bit, too.

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