Collaborative filtering in email

Collaborative filtering in email

Schibsted and Aftenposten

Oslo, Norway

Category Digital Audience Usage and Engagement

Media associated with this campaign

Overview of this campaign

Email newsletters are becoming an increasingly important tool to engage subscribers on digital platforms. However, one email does not fit all. Our objective was therefore to increase the value of email newsletters towards newspaper subscribers by making sure each recipient receives personalized recommendations of unread articles directly to the inbox. The goal has been to grow digital readership and engagement by recommending relevant content to each recipient every time a newsletter is sent. At the same time, we are looking at ways to automate manual processes without compromising quality.

Results for this campaign

Thorough a/b-testing has shown 121% better engagement (click rate) compared to manually curated editorial newsletters. We also see great numbers on article completion as 54 % of the recipients of a personalized newsletter read all the way down to the bottom of the article after clicking the email (This is currently 29% for manually curated newsletter). During the campaign period documented in this submission, the unique open rate increased from around 32% to as high as 40%. The unique click rate for personalized newsletters averaged at 8,3%, while the manual newsletter had an average of 5,3% during the same period. Our highest unique open rate was 42,66%. Our highest unique click rate was 10,18%. These results are great for editorial newsletters and much better than manually curated bulk sends. This also proves that we now can automate a manual workflow, save money, and at the same time optimize performance instead of compromising campaign quality.  


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