Reese's Book Club

Background

Reese's Book Club is a beloved site and newsletter that chooses a book to feature each month with a woman at the story's center. Maison Digital partnered with the team to seamlessly transition from one email service provider to another. We optimized the welcome email flow with a data-driven approach as part of ongoing optimization efforts.

The Project :

The welcome email flow is triggered whenever a new subscriber joins the master list. Using click map data and other data points available in Klaviyo analytics, we observed what could be improved and garner higher click-through rates and engagement. Working closely with our partners at Reese's Book Club, we refreshed the email and relaunched the flow.

The results :

After gathering a statistically significant amount of data, we are happy to share the results :

• Click rate grew by 40%, and the active on-site rate grew by 97%
• Open rates were 14% higher than welcome email benchmark rates
• Click rates were 71% higher than welcome email benchmark rates
• Open rates improved with better deliverability and engagement metric