How Trim Increased Email Traffic +68% YoY

Key Takeaways

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Trim is a financial health company with a mission to “solve financial problems so that you can live the life you want”. They have a strong and aggressive email marketing strategy that employs different content and drip tactics to encourage traffic to the site. From July 2020 to June 2021, Trim saw a +68% increase in web traffic generated from email marketing. 

Trim implemented the following tactics for their email marketing:

• Volume & Send Rate: In Q2 2021, Trim saw the best overall read rate of 12% in April when they focused more on segmented audiences, with lower volume emails instead of higher volume and mass marketed emails. 
• Aggressive Welcome Drip: After a visitor subscribes to a newsletter, they can expect an email every 2-3 days in the first month. 
• Subject Lines: Trim experiments with six different subject line types that yield read rates anywhere from 8-21%.
• Email Content: Trim uses three main content messaging strategies to pull users to their site through the use of how much they have saved for others, testimonials and unique calls to action.

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Trim is a financial health company with a mission to “solve financial problems so that you can live the life you want”. Trim started in 2015 as a solution to manage excess subscriptions that users were paying for. They have since expanded into a larger platform aimed at helping users plan to get out of debt for financial freedom and health.

Trim has a strong and aggressive email marketing strategy that employs different content and drip tactics to encourage traffic to the site.

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From July 2020 to June 2021, Trim has generated an average of 192K website visitors a month regardless of its fluctuating level of visitors over the year.

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Trim saw an increase of +68% in traffic generated from email marketing YoY leading to 2.3% of all web traffic coming from email in July 2020 to June 2021.

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From July 2020 to June 2021, web visitors from emails clicked on an average of seven web pages on Trim’s site, with two major peaks in September and November of 2020 likely due to highly read emails. 

1. SEPTEMBER 2020

Audience: 573K | Read Rate: 19.1%
Subject: Your medical bill can be lowered...

2. NOVEMBER 2020

Audience: 1.1M | Read Rate: 10.2%
Subject: We've found some more ways you can save 👀 

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In Q2 2021, Trim saw the highest read rate in April when they focused on niche targeting (lower average volume) and sending more emails within the month instead of fewer emails with larger audiences.

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Trim follows an aggressive welcome drip strategy for their email subscribers that includes a new email every two to three days post-sign up.

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Email subjects in the top performing month of Q2 2021 (April) fall into six categories:

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Examples of each email subject line include:

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Trim employs simple and clean design in their emails to keep their content easy to read and follow. They combine several different types of content within their emails to keep users engaged such as the amount of savings they have provided for others, testimonials and strong calls to action.  

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Content Messaging: Savings for Others

Best Practice: Trim used their core value proposition (helping people save money) and built a behavioural approach to apply their concept to content. For example Trim used the name “Nate” instead of “we’ve helped people” and used “AT&T bill” instead of “phone bill” for more relatable applications. 

Content to Highlight: Trim uses a mixture of imagery and text to help make the concept more approachable. They utilize bolding and highlighting to draw the eye to dollar amounts saved. 

How to Make it Actionable: Take the services being offered and combine them with a pain point customers are facing. Use copy that is relatable and can draw interest from people looking to achieve the same solution, for example getting money off their next phone bill.

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Content Messaging: Testimonials

Best Practices: Trim built relationships with their customers and asked them for honest feedback and reviews based on experiences with their team. 

Content to Highlight: Trim used bolding and icons to help align the eye and focus on the main point they want readers to take away from the content. Each testimonial is followed up by the writer’s name and their amount saved with Trim.

How to Make it Actionable: Use an email campaign to reach out to existing customers and encourage them to write reviews or submit a testimonial to support the business. Then filter through reviews that speak the most to concerns from skeptical prospects online.

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Content Messaging: Call to Action

Best Practice: Trim doesn’t use calls to action like “read more” or “learn more” but focused more on specific follow through actions that could be taken for their buttons in campaigns such as “Calculate My Savings”. 

Content to Highlight: Trim built a free resource that allows potential customers to see the benefits of their service with a savings calculator. This would drive curious prospects to the site to test the demonstrated product benefits. 

How to Make it Actionable: Create a call to action that will be beneficial to newsletter subscribers. Encourage click-through with positive copy such as “takes 2 minutes!”, “easy as 1, 2, 3!” or “find out how much Trim can save you!”.