Strong engagement is what enables media companies to sell more ads or more subscriptions at higher price points than Joe Blogger. Still, in the hyper-competitive digital media space, attracting and retaining an audience is hard.

Digital media companies use Boomtrain technology to increase engagement by giving each reader a unique, tailored experience. This strategy ultimately allows them to create a loyal audience, stand out from other media companies and reduce their reliance on outside platforms.

 

Key Takeaways

By using machine learning to personalize the content of each email, Chowhound increased subscriber engagement:

  • 2.5x higher click-to-open rate 
  • 15% lift in click-through rate

 

Challenge

With millions of page views a month and an active community to boot, CBS Interactive’s Chowhound is an undisputed leader in food media. Chowhound produces videos, recipes, restaurant recommendations, and more; its message boards cover everything from cookware to kosher food.

Like many digital media companies, Chowhound has a mountain of tasks and only so many resources. Along with reducing the time it took to create newsletters, Chowhound wanted to turn more subscribers into engaged, loyal readers.

 

Solution

Chowhound used Boomtrain technology to:

  1. Automate the content population and delivery of its emails
  2. Personalize the content of each email to each subscriber’s behaviors and interests

Chowhound personalizes its emails with Boomtrain machine learning technology, which uses a deep understanding of Chowhound’s users and content to send each subscriber a unique, relevant email. Behind the hood, the personalization process is highly complex; for Chowhound’s team, it was incredibly easy — easier than handcrafting a newsletter every time.

From Patrick Sullivan, Chowhound’s Director of Product:

“Before Boomtrain, our small editorial team was scrambling to curate weekly newsletters in four different regions and we weren’t seeing the results we wanted . . . . With Boomtrain, we can be mostly hands off and let the software do all of the hard work.”

Results

With Boomtrain, Chowhound saw a clear lift in engagement:

  • 2.5x higher click-to-open rate for users receiving personalized content vs. popular content
  • 15% lift in click-through rate for users receiving personalized content vs. popular content

In addition to making its emails more valuable to subscribers, Chowhound made the most of its evergreen content, making sure every piece was resurfaced for the right reader.

Want to make your emails smarter? Learn more about Boomtrain Marketing Engine here. 

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