• 300% increase in organic search traffic over 6 months • 87% increase in Newsletter open rate • 111% increase in clickthrough rate • Soft Bounce rate improved to 0.42% • 25% increase in Leads

1. Case Study 1: SEO & Email Marketing
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2. Case Study 1: SEO & Email Marketing
Voice of Armenians TVNY
Voice of Armenians sees an increase in site
engagement and event registrations due to
SEO optimization and improved Email
Marketing campaigns.
•
•
•
300% increase in organic search traffic over 6 months•
87% increase in Newsletter open rate
111% increase in clickthrough rate
Soft Bounce rate improved to 0.42%
25% increase in Leads•
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3. Case Study 1: SEO & Email Marketing (Continued)
The Details
Objectives
Voice of Armenians TVNY is a New York-based weekly show that
provides video coverage of the important events in the Armenian
community. The product of Voice of Armenians is the weekly
broadcast on each Sunday, segmented into separate episodes
about each topic in the program. Their video content, however,
was limited and the unique video materials became more and
more scarce. The producer of the show requested to increase
the web traffic organically and improve the newsletter
response rate.
Methodology: SEO
My approach in SEO optimization was twofold. First SEO
optimize every single page on their website and then find a way
to increase the number of pages each month.
After fully SEO optimizing their content, I offered the producer of
the show to create a page in voiceofarmenians.com where people
could upload their events for free. Since Voice of Armenians was
concentrated around community events, it was reasonable to also
include events registration system on the website. Hence, instead
of just uploading 2 to 3 video episodes each week, Voice of
Armenians could also have over 30 SEO optimized events
submitted each month, thus improving its Search Engine
reputation.
Within 2 months, we had over 60 event submission and the web
traffic increased by 300%.
Methodology: Email Marketing
Voice of Armenians originally had 20,000 subscribers which they
bought in a market. They were sending one weekly newsletter to
all their subscribers and had on average 4% open rate. The click
through rate was 0.78%.
Segmentation: I analyzed their newsletter data for the past 12
months. As a result, I identified around 15000 subscribers that
were never active with their content. I separated a list of 5000
subscriber that have opened the newsletter at least one or two
times. Only a small group of the remaining subscribers had their
first and last names indicated. Hence, I segmented those
subscribers who had their names and the ones who had just
email addresses.
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4. Case Study 1: SEO & Email Marketing (Continued)
The Details
Methodology: Email Marketing (Continued)
For the next six months, I sent two weekly newsletters (one for
weekly episodes and another newsletter on recent events) to both
the unnamed list of subscribers and to the one with first and last
names. Newsletters sent to the latter segment were personalized.
Bounce Rate: When I first started working with Voice of
Armenians, their email reputation was very low and as a result the
bounce rate was extremely high. Most of their newsletters were
being marked as spam. After cleaning the email list and
optimizing the newsletter template, I made sure that Email
Service Providers gradually improve Voice of Armenian email
reputation. After a short period of time the bounce rate
improved. Currently the open rate is 1500 (increased by 87%)
and click through rate is 330 (Increased by 111%).
Creating Qualified Leads: I sent series of personal emails on
behalf of the producer of the show, in order to learn more about
the leads and to also nurture them. I further A/B tested the CTAs
of the landing pages, in order to increase newsletter
subscription. As a result, by the end of the sixth month, I
increased the number of leads by 25% reaching a total of
6300.
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•
Results
87% increase in Newsletter open rate
300% increase in organic search traffic over 6 months
111% increase in clickthrough rate
Soft Bounce rate improved to 0.42%
25% increase in Leads•
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