Launched in March 2008, iGIZMO
is the world’s first interactive gadget magazine.
Many publishers have tried, and failed, to launch digital only editions, but Dennis Publishing
took a groundbreaking approach.
By combining the best of online, print and broadcast with an underlying strategy that was purely data driven, the magazine was a great success. The Goal
iGIZMO is an advertising-funded product, and in order to succeed Dennis Publishing needed to acquire a large digital readership quickly to establish the brand in potential advertisers' plans. This meant delivering a high number of page impressions and clickthroughs from Issue 1. The key to acheiving this success was to target the right datasets from the start to encourage quick and long-term subscribers. The Strategy
Dennis Publishing has grown a permission-based prospect database that provides it with a wealth of variables to segment its email marketing. It was able to segment data by its ideal target market for iGIZMO - young men with a high disposable income, who had a passion for gadgets and who were buying online. The Functionality
From this initial segmentation, Dennis Publishing was able to deliver relevant content to its target audience by personalising the email content using MessageFocus
’ conditional content functionality.
For example, if the contact had expressed an interest in motoring, the email content would feature sample articles from iGIZMO related to concept cars. This was enhanced by ensuring the emails all carried information of why the recipient was receiving the email about iGIZMO by saying “If you love EVO, then you’ll love iGIZMO”. The Result
Using highly targeted data and highly personalised email content, Dennis Publishing acquired 140,000 subscribers in the first 6 months which exceeded its target by 40%.
Advertising revenue also exceeded target by 9%. With an ongoing process of reactivation, the magazine continues to be a great success.
Dennis and Adestra are both AOP members
"Working with Adestra we developed a strategy for the launch of iGIZMO. Personalisation was key to the success of this magazine as the recipient knew why they were receiving the email and why it was the right magazine for them. The pre-launch emails were a great success and this is an award winning model we will be using in the future."Marketing Manager, Dennis Publishing
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