Think started working with Petplan in 2020 with a brief to improve engagement in its bi-monthly newsletters and update existing web articles to provide a streamlined flow of content.
| Details | |
|---|---|
| Project Type | Newsletter and web content revamp |
| Category | Consumer |
| Services | Strategy • Content • Email |
Petplan wanted to meet the needs of new pet owners looking for advice and support, while increasing customer engagement and retention.
Think came up with a high-performing newsletter content programme showcasing illustrations, informative articles and videos. It also implemented a testing programme to inform tailored content.
We respond to what content works, moving from real-life stories to ‘curiosity content’ that consistently gets results.
Using data monitoring, we’ve created a newsletter programme that Petplan’s audience loves.
Data insight revealed that pet owners want to understand their pet, so that’s the content we deliver. New articles such as ‘Signs your dog loves you’ and ‘Why does my cat like to sleep in bed with me?’ outperformed older pieces, garnering multiple reactions across social media.
Petplan’s content now boasts great engagement via time on page and click-through rates from emails. Newsletter engagement continues to grow, alongside greater visibility for Petplan in search engine result pages.
We’re cementing Petplan’s place as the provider of best care for animals – and its improved newsletter programme demonstrates this.
| 1.2m+ | organic search sessions |
|---|---|
| 369,968 | search sessions directly from email. |
| 37.5% | average bounce rate |
| 5.7% | decrease in bounce rate YOY. |
| 26K+ | views on new content in one month. |
| 5,183 | at 90% scroll depth. |
“I love receiving Petplan newsletters! They’re always full of interesting articles that have been essential in keeping my 18-year-old cat, Kylie, in tip-top condition.”
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