Vi I Villa is Sweden’s most-read magazine for home owners and presents six new editions per year. In 2016, the magazine celebrated 60 years and have produced 2,186,270 editions since. Home owners read Vi I Villa to get everyday tips for their homes and gardens and can do so free of charge.
We started working with Tipser because we wanted to have a shop where people could buy the products we are promoting. Tipser’s existing inventory went well with our target group and the fact that Tipser is providing the tech solution, customer service and inventory made the decision easy. It’s a complete solution that is easy to work with.
To offer nine seasonal products for home owners with attractive discounts and promote them in a newsletter to 508,000 subscribers. Besides selling, the purpose of the newsletter was to test a new newsletter design where fewer products got more exposure. Vi I Villa made the prices of the products in a larger font size and clearly stated how much the customer would save in buying from Vi I Villa. The goal was to see an improved conversion rate through the newsletter.
Even though the prerequisites weren’t exactly the same, the updated newsletter design resulted in CTR that increased with 44,5%. The amount of orders almost doubled compared to Vi I Villa’s usual result of sending a shopping newsletter. In other words, a huge success and Vi I Villa will continue with the new format. “Working with e-commerce is a learning process. We are not afraid to try new things and later evaluate the outcome. Vi i Villa also noticed that people don’t have any problems with scrolling through the newsletter. “The products in the bottom convert as good as the products in the top. That indicates that the recipients really like our newsletter”.