Case Study: Ancestry achieves a 28% increase in subscriber conversions with Selligent Marketing Cloud

Ancestry - Customer Case Study

Ancestry, a leading genealogy and DNA research company, needed to boost subscriptions from a large but disengaged segment of site registrants who didn’t respond well to blanket free-trial email offers. The challenge was to demonstrate product value, create an incentive to try the service, and reduce signup friction for prospects unfamiliar with Ancestry’s offerings.

Ancestry used Selligent’s segmentation and personalization to deploy an interactive surname widget, personalized subject lines, and pre-filled registration forms, testing this approach against standard free-access campaigns. The tactic re-engaged the least active users and improved performance significantly: subscriber conversion rose 28%, open rates increased over 10%, and click rates were 3.5x higher, enabling better targeting and campaign optimization.

Ancestry

Kathryn Davidson

Director of Marketing Operations