Happy Monday, y’all! Hope everyone had an amazing weekend. Last week was my birthday, so I decided to take Monday off, then on Tuesday I got a bit sick and decided to rest for a couple days and before I knew it, it was Friday and I’d lost the whole week here! So sorry, I will try to make it up to you this week, starting today!
So NBC Universal is doing something interesting with its new streaming service and its hit series The Office. I found this story in The Hustle newsletter and unfortunately they didn’t tweet a link to it. NBC Universal is actually building out the service around one show; The Office. They have a freemium plan that gives you access to the first two seasons of The Office. If you want more, you pay for it, and get all the seasons as well as additional ‘superfan’ content. It will be interesting to see if more streaming services move toward packages built around individual programs. I could see certain very popular shows having enough of a fanbase to add in bonus content, maybe access to Zoom calls with actors from the show, etc, and that being a standalone product. If this was done around shows that are in the catalog, this could really work well. A package for Cheers fans, or Friends fans that includes Zoom ‘reunion’ calls with the actors, or something similar. For your business, think about your more profitable product or service, and how that could potentially be a draw to attract new customers.
The Office isn't just popular…
It's the most popular streaming show on the internet.
The Office racked up 57B (billion) minutes in 2020! pic.twitter.com/A8YRvMjwQh
— The Hustle (@TheHustle) January 15, 2021
This tweet is a few months old, but I’m just now seeing it and it had such good lessons that I wanted to share. The Morning Brew is a wildly popular business newsletter that last August reached a milestone of having one million people open a single newsletter. If I have 500 people open mine, I’m thrilled! There were many key takeaways from the article, but the two I noted were that they didn’t focus on number of subscribers, they focused on levels of engagement. Their goal was to get each subscriber to open that first email, with the thinking being that when they do, that greatly increases the chances of them being an engaged reader. One thing they do that I think is genius (but really won’t work unless you have a huge list) is they send out 4 different subject lines for each newsletter to a small subsection of the list. Then, they see which subject line led to the most opens, and pick that one to send out to the remainder of the list. Another smart thing is they promote the newsletter via other newsletters! The thinking was that people that like newsletters, will read multiple ones, so advertise where their attention already is, on reading another newsletter! Check out the article for some great insights on building your own newsletter audience. This is definitely a priority for me in 2021!
Back in August, @morningbrew hit a major milestone:
A single edition of the newsletter was opened by 1 million people.
Here’s a piece I wrote about how we think about growth, what we prioritize, what we don’t, and some things I wish I’d known earlier:https://t.co/pfDm1rW9vj
— Jenny Rothenberg ☕ (@jrothenberg_) October 26, 2020
Finally, let’s wrap up with a share from the fantabulous Kelly Hungerford. You can never go wrong with Kelly! She points to a CoSchedule study that found that 32% of customers would leave a brand they claim to love after just one bad customer experience. Showing empathy for your customers via your content and interactions can go a long way toward keeping unhappy customers!
— Kelly Hungerford (@KDHungerford) January 8, 2021
Thank you so much for reading, I will be back tomorrow with another post, and remember that tomorrow night on Twitter we will have #ContentCircus, starting at 7pm Central! Be safe and be careful this week!