Case Study: Aberdeen American News achieves 40% email open rates and $15K in annual revenue with Second Street Lab

Birthday Club Drives 40% Open Rate & $15K Annual Revenue

The Aberdeen American News wanted new ways to strengthen reader relationships and generate additional revenue, so it turned to Second Street Lab and used its existing subscriber database to launch an email birthday club. The paper also needed a simple way to grow sign-ups and attract advertisers with birthday offers and sponsorships.

Second Street Lab helped Aberdeen American News create and promote the birthday club, including A/B testing subject lines, collecting opt-ins through contests and social media, and adding sponsor information to the sign-up form. The program secured nine sponsors and delivered $15,000 in annual revenue, while the birthday emails consistently achieved a 40% open rate and helped re-engage inactive subscribers.

Aberdeen American News

Joe Moore

Digital Product News Manager