online marketing success: ecpa case study 2010
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ECPA Industry Case Study: How Rose Publishing increased it’s online sales by 50% during the worst recession since WW2. (Sep 08 - Aug 09).TRANSCRIPT
Online MarketingCase Study: How Rose Publishing increased online sales
by 50% during the worst recession since World War 2Sept 08-Aug 09 Twitter hashtag: #ECPAELS
Gretchen Goldsmith, CEO, Rose Publishing Inc.
ProblemIndependent brick and mortar bookstores are in
decline. Retail in general is suffering.
GoalTo increase our direct business via the Internet.
First, the Offer
Something irresistible and valuable…“Be generous online.”• Through the Bible in a year?• Verse a day?• Free Bible eChart each week?
The Offer
• Through the Bible in a year? Done by many others
• Verse a day? Done by many others
• Free Bible eChart each week - Proprietary Rose Publishing content
Determine the best methods
• Banners• Social media
-Twitter, Facebook, Linkedin
• Google AdWords• Search Engine
Optimization (SEO)
• Our own paper catalogs
Banners on the most compatible websites 279 names, $1800, <3 sales in 8 weeks
Social Media
Social Media
Not highly effective for
• Direct selling
Good for
• Google ranking (link authority) Top 2.6%=>1%
• Getting to know industry leaders, authors;
• Seminars (mind-reading industry influencers)
• News (heard about airplane in Hudson River first)
Email marketing 40%Direct - people who enter our URL usually through catalogs or word of mouth
29%
Search engines: Google/organic (unpaid)
12%
Google AdWords 10%
Search engines: All others/organic (unpaid)
5%
Referrals from people via email 4%Banner ads <1%Social Media: Facebook, Twitter, LinkedIn
<1%
Where did our ONLINE sales come from Sep 08 - Aug 09?
1. Email marketing to our own list 2. Our own snail mail catalog 3. Google paid/unpaid traffic
90% of our online business came from
3 sources
Email Marketing
• To develop an email list fast that – Delights our customers– Connects with old & new
customers– Generates direct sales– Helps provide feedback
for customer service & product development
Email Marketing
• A recommended book: Seth Godin’s Permission Marketing.
• Long on principles, short on details.
What We Learned1. You have to earn someone’s email address –
The offer and design must be good.• Offer was good. Design needed pizzaz. • Result: 10% conversion
After: Offer was good. Design good. 20% conversion.
Increasing Sign-ups
Reasons to give us information
Establish credibility
2. People can be tricky - close the loopholes.What We Learned
After: New Design - no access to free chart without double
opt-in verification of email account. Subscription confirmation rate went from 50% to 70%.
3. Overwhelm them with value.What We Learned
• Not just one, but nine free e-Charts. Plus another one each week.
• Counterintuitive: Giveaways help product sales in most cases.
4. Invite them to share with friends and they will.
What We Learned
5. Test your customers’ tolerance.• Number of emails per week?
• Best day of the week to send?
• Add urgency – limited time to share
• Reassure privacy
• Give ways to share
6. Add LOTS of self-advertising below the fold
What We Learned
• Here’s an old email Conversion Rate = 0.22%
Here’s a new email that is 3 times longer
• More products
• Discounts
• Related items
Conversion Rate = 1.17%
5 times higher!
7. Provide a consistent look throughout sales process – show other products of interest.
What We Learned
8. A healthy email list requires work
• Check deliverability (from 90% to 99% - solve problems with ISPs).
• Segment subscribers (according to sources).• Track metrics (opens, clickthroughs, sales, date &
time). Google Analytics is free.• Track value per name a year later. • Reengage inactive names by email AND snail mail.• Remove non-responsive email addresses.• Ask for a purchase in a low-key but clear way.
What We Learned
Results: Number of Online Visits and Orders Increased
• Web visits tripled over 8 months• Our number of web orders in Jan-Apr 09 were nearly
double the number in Jan-Apr 08• The orders were smaller but our retail sales increased in
12 months by 20%. Online buyers buy less but more often. Lifetime value will probably be higher.
Results: Competitive Advantage
• Visits per month compared to two industry leading competitors as reported from compete.com
Rose Publishing
Publisher 1
Publisher 2
Gretchen GoldsmithCEO/President
Rose Publishing, [email protected]
Feedback, please! Five-question survey has link to handouts
www.tinyurl.com/ecparose