selling with your database
Post on 20-Jan-2016
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Selling with your Selling with your database database
Lon HaenelCirculation & Digital Media Director, The GazetteJanesville, WI
Lonh@gazettextra.com
Twitter: @localmatters7
LinkedIn QR code:
1. Welcome on board- telephone and email
2. Customer receives Gazette Reader Rewards Card (6-mo+ terms and EASYPAY)
3. 65 days pre-expire- email
4. 30 days pre-expire- mailed renewal request
5. 28 days pre-expire- telephone
6. 15 days pre-expire- email
7. 1 day post-expire- 2nd mailed renewal request
8. 6 days post-expire- email
9. 14 days post-expire- personal letter
10. 21 days post-expire- telephone follow-up from personal letter
11. 31 days post-expire- SUBSCRIPTION ENTERS PERM STOP
12. 32 days post-expire- hand-delivered ‘ransom note’ with final, final paper
13. 45 days post-expire- personal visit from Gazette employee (if not home, leaves post it note)
14. 48 days post-expire- if not home during personal visit, customer receives call
15. 60 to 120 days post-expire- customer enters two win-back campaigns, 30 days apart
16. 60 to 120 days post-expire- customer receives two humorous post cards, 30 days apart
17. Every 90 days, all inactive former subscribers called
Gazette Subscriber Touch PointsRetention and Renewal Lifecycle
Welcome onboardWelcome onboardTelephoneEmail
How fast can you start your new start?
The most important contact you’ll ever make with your new customer.
#1 way to say, ‘Thank You’
Customer receivesCustomer receivesGazette Reader Rewards CardGazette Reader Rewards Card
6-mo+ terms and EASYPAY
Wallet card and
online companion
65 days pre-65 days pre-expireexpire
email messageemail message
30 days pre-30 days pre-expireexpire
28 days pre-expire28 days pre-expire
Telephone
Contact all customers on weekly renewal file
Within a day or twoList segmented into Marginal and CoreOffers based on segmentationAt risk renewals = more aggressive offer
Tip: Offer the core segment your standard EASYPAY rate.
15 days pre-15 days pre-expireexpire
email messageemail message
one day post-one day post-expireexpire
6 days post-6 days post-expireexpireemail email
messagemessage
14 days post-expire direct 14 days post-expire direct mailmail
21 days post-expire 21 days post-expire telemarketingtelemarketing
Telephone follow-up after personal letter
“Barb”Not much time before subscription
suspendsTelephone call adds urgencyPush EASYPAY
31 days post-31 days post-expireexpire
Subscription enters perm stop
This is an important touch pointWe’re not kidding
32 days post-32 days post-expireexpire
Hand-delivered ransom note
with final paper
45 days post-expire45 days post-expire
Personal visit from Gazette sales employee
If customer not home, we leave post-it note on door
48 days post-48 days post-expireexpire
If not home during personal visit, customer receives call within a few days.
“Sorry we missed you…”
60 to 90 days post-expire 60 to 90 days post-expire telemarketingtelemarketing
Customer enters win-back campaign
60 to 120 days post-expire60 to 120 days post-expire
Customer receives two postcards, 30 days apart.
Every 90 Every 90 daysdays
All inactive former subscribers called
“It’s been a while…..”100% EASYPAY
Understand How Understand How Your Customers Pay YouYour Customers Pay You
What would happen What would happen if everyone paid you on time?if everyone paid you on time?
You need start pressure to offset the You need start pressure to offset the losses.losses.
When you sell a new subscriber, how do When you sell a new subscriber, how do they pay you?they pay you?
Is there a connection between how they Is there a connection between how they pay you the pay you the first time first time and how they pay and how they pay you the you the next time?next time?
Understand how many payments are Understand how many payments are 52, 26, 13, and less-per year.52, 26, 13, and less-per year.
Take that emotion and use it to your benefit.
Do you make EASYPAY growth a sales and management objective?
The renewal emotion-PROCRASTINATION!
What is your EASYPAY percentage What is your EASYPAY percentage today?today?How much has it increased in the past 12
months?More importantly, what are you doing,
right now, to grow your EASYPAY base?◦ In other words, what should be your EASYPAY
marketing plan?
Samples- Samples- bill stuffersbill stuffers
Samples- Samples- kiosk sales materialkiosk sales material
Samples- Samples- single copy FSIssingle copy FSIs
Samples – Samples – Tab side 1Tab side 1
Samples – Samples – Tab side 2Tab side 2
The Social Media ConnectionThe Social Media Connection
LearnDiversifyEncourageMake Money
LEARNLEARNDiscover audiences and their
interests. When you or your news room posts, ask open ended questions. Best times to post are 8am, 11am, and 3pm.
LEARNLEARN
DIVERSIFYDIVERSIFYAcquire content and audiences
beyond your own. Encourage user-generated content, aggregate from other publishers, and link to others.
DIVERSIFYDIVERSIFY
ENCOURAGEENCOURAGE
Make your content engaging. The Facebook algorithm is all about sharing. Publish contests, news, videos, and offers. The more you get people talking, the more
their friends become acquainted with you.
EARNEARN
Make money. Probably the most challenging of the four. Incorporate social media into your active campaigns. Just like email, direct mail, telemarketing, and other channels, social media can be a mouthpiece for your newspaper offers. It will help you reach an exclusive audience.
Hint: Link your e-commerce directly to Facebook, or other social media, by using a custom URL.
Thanks for attending Thanks for attending NEACE!NEACE!
And thank you for your interest in database marketing and
social media.
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