Significantly boost reader passion – and revenue

As the most famous name in romance novels, Harlequin has sold more than 6.7 billion books to readers around the world. With its uplifting escapes and feel-good love stories that range from contemporary tales to inspirational romances to paranormal stories, they have some passionate fans. But with multiple romance subgenres and more than 110 new titles a month to choose from, how can readers find the perfect book for them?

Many of them rely on Harlequin’s emails and e-newsletters for guidance. The company’s email team, a small group of two full-time marketers, delivers content marketing and customer communications for the company’s entire romance division. Harlequin newsletter subscribers receive two to six emails per month, based on individual harlequin.com purchase activity and email open rates.

By using Acoustic Campaign (formerly Campaign Automation), Harlequin had already been able to drive sales by segmenting and optimizing their database of subscribers.

In 2018, Harlequin’s email team was tasked with increasing email revenue by the end of the fiscal year. The team looked at ways to better utilize Campaign software to support it in achieving this goal.

“Harlequin has a great one-on-one relationship with readers; they love our brand and they’re very loyal,” says Amy Loosemore, Harlequin’s Manager of Email and Content Marketing. “Not many publishers have a strong direct sales business like we do, and it’s definitely an advantage. The goal, and the challenge, is to match up the right reader with the right books every month, and Acoustic Campaign helps us do that.”

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