Reese's Book Club

Backgronud

Reese's Book Club is a beloved siteand newsletter that chooses a bookto feature each month with a woman atthe story's center. Maison Digital partnered with the teamto seamlessly transition from one emailservice provider to another. We optimizedthe welcome email flow with a data-drivenapproach as part of ongoing optimizationefforts.

The Project :

The welcome email flow is triggered whenever a new subscriberjoins the master list. Using click map data and other data pointsavailable in Klaviyo analytics, we observed what could be improvedand 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 deliverabilityand engagement metric