Lifecycle marketing, targeted email marketing | Bonnier | Silverpop
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Major publisher increases content relevancy and doubles open and click rates for its newsletters using Silverpop Engage

One of the things we most like about Engage is its ease of use. We can customize it to our particular needs for each of our 50 different properties. The flexibility of Silverpop Engage was critical to the success of this redesign and the ability to make our newsletters an integral part of Bonnier’s growth strategy to drive more traffic to the site.

Heather Vessey, Email Marketing Senior Manager, Bonnier Corporation

The Company

Bonnier Corporation is one of the largest consumer-publishing groups in America, and with more than 50 special-interest magazines and related multimedia projects and events, it’s the leading media company serving passionate, highly engaged audiences. With over 1,000 employees and more than $350 million in annual revenue, Bonnier ranks in the top 10 nationally among publishing companies.

The Challenge

Bonnier has been using Silverpop Engage for several years across all of its properties, including such popular titles as Yachting, Field & Stream, Caribbean Travel & Life and Saveur. Although already popular with its strong readership base, Bonnier saw an opportunity to grow and further engage with its readers according to their stage of parenthood. At the time, offered limited newsletters to its readership. “We knew who our typical readers were,” said Heather Vessey, email marketing, senior manager, Bonnier. “Since we understood our readers’ interests as well as where they were in their particular life stages, we saw an opportunity to expand our newsletter readership by increasing our level of relevancy to those target audiences.”

To keep reading about Bonnier and their success with Silverpop, download the case study.


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