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.