Bronto Blog

For the final blog post in my series on Netflix’s email marketing program (see part 1 & part 2) we are going to gain a little insight into the testing Netflix has done to get them where they are as well as take a look at where they can go from here.

Testing, Testing, 1, 2, 3

Testing is key to any good email marketing program. As much as you may think you have your finger on the pulse of your list, you can’t know it all. Testing allows you to optimize your message for your goals.

The folks at Netflix have taken this to heart and do quite a bit of testing. From the talk I sat in on at the Email Evolution conference I learned that they have found one consistent results: simpler is better. This is true in terms of both copy and creative, the simpler the email, the better it performed.

This is evident in all of their messaging, you’ll never find long-winded copy or elaborate pictures. They limit themselves to a few short sentences, movie covers, and a couple of simple Netflix based ads. Even the layout of the page quite simple.

As you can see in the Return Survey emails, they get right to the point and provide clear options for the survey. It’s a simple email with no distractions, it serves its purpose very effectively. Read the rest of this entry »

As we discussed last week, Netflix does a great job of taking care of its new members with a helpful introductory life cycle program. Today I’d like to talk about the day-to-day emails that keep you involved with your Netflix account.

I’m quickly learning that Netflix works best when it’s an integrated part of your life. As you talk with friends and coworkers some one will mention a great movie and your first thought is, “is that in my queue?” Netflix encourages that mentality with ongoing emails that keep you involved with your queue.

Keeping You Informed

Whenever Netflix sends you a new dvd they also send an email letting you know what you’ll be receiving and an estimate on when it will arrive. Upon receiving a returned dvd they send another email. These emails are quite helpful, it’s good to keep your customers informed, similar to shipment confirmations for retailers. Read the rest of this entry »