Founded in 2000, 6sicuro was Italy’s first online car and motorcycle insurance comparison site. Since then, the site has helped millions of people to find the cheapest option that suits their needs. Thanks to the site’s blog, 6sicuro offers its users daily news and insights about savings, finance, tax and technology.
Alongside the development of the company’s Content Marketing strategy – involving the expansion of its editorial plan – 6sicuro set itself another goal for the third quarter of 2016: to widen its pool of blog readers using newsletters while simultaneously increasing the number of articles read by each individual recipient. All without compromising delivery times.
More specifically, 6sicuro’s goal was to increase the open rate of its emails and the click-through rates of the blog posts included in the messages. These two key indicators could then help the company to achieve two further objectives: increasing traffic to the site, and potentially attracting ads from other brands (to be featured in the newsletter).
MailUp helped 6sicuro to redefine its Email Marketing strategy, starting with the design of the newsletter, whose dated and impractical layout was replaced with a more modern and lightweight look allowing the reader to interact more easily with the content.
More specifically, 6sicuro needed a structure that was modular and complex yet easy to read, evoking the layout of an online magazine. The goal was to offer the right mix between readability, thoroughness and a logical hierarchy of content, covering all the topics that readers care about while also assigning them an order of priority. 6sicuro decides on its topics and subsequently defines its editorial calendar by carrying out regular Analytics studies, cross-referencing news statistics against seasonal search peaks for a given topic.
In terms of the composition of the newsletter, three substantial changes were made:
- The number of news items was raised from 6 to about 20, divided into categories and topics
- The number of banners was raised from 1 to 4, thus giving rise to an organic Email Advertising strategy that allows 6sicuro to host ads from other brands in its emails
- The hierarchy of articles: previously, all articles were equally prominent, but in the new layout certain items are given a greater visual impact in order to focus the recipient’s attention on specific content.
Another equally important tool in order to guarantee the success of the strategy was the A/B test, which helped 6sicuro to determine what type of subject line encourages recipients to open the newsletter. In particular, the brand discovered that recipients are more likely to react to subject lines that contain their name as well as those in the form of a statement rather than a question.