welcome messages transitioning casual users into lifetime customers rob oberheide - internet...
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Welcome MessagesTransitioning casual users into
lifetime customers
Rob Oberheide - Internet Marketing Manager
Kalmbach Publishing
Email Program
• 17 Newsletters• 8 Million Messages Monthly• High Opens• Automated Programs
– Birthday– Renewals– Welcome
Welcome: Purpose and Goals
Email Opt-In Sources
• Online Sign-up box• Online Purchase• Site Registration• Facebook (Social)• Paper Subscription Forms• Sweepstakes• Shows
Welcome Message Goals
Interaction Registration Subscription
Welcome Message Framework
New Opt-in Welcome24 Hrs
Registration2 Days after
(Non-Subscriber)
Thank You(Non-Subscriber)
Thank You(Subscriber)
Registration2 Days after(Subscriber)
Thank You(Subscriber)
Examples
Step 1Welcome
Step 2Registration
Step 3Subscription
Why do this?
Sets Expectations
Creates Engagement
Higher Revenue
Happy Customers
Results
35% Register18% Subscribe
6% Buy Add-ons
175% Improvement
Next Steps
• Analyze Data• New Incentives• Improve Creative• Try New Things
Specialized Email Series
300% lift in sign-ups
Thank You
Email Growth Strategies
Bob Cucciniello
Newsstand, Circulation & Production Manager
GROWTH STRATEGIES
• Sweepstakes• Email append• Newsletters• Organic• Apps
SWEEPSTAKES
Ultimate Garden Giveaway
• Marketed in all media formats• Entry button on home page
navigation • New point of entry with
advertiser• Products valuable to the
reader.
SWEEPSTAKES THROUGH SOCIAL MEDIA
EMAIL APPEND
Customer’s Information
• Append email to postal address• Percent match on criteria set with append service• Individual name match important
NEWSLETTER
ORGANIC
HOME-GROWN TRAFFIC
Email addresses derived through online and digital subscriptions, merchandise sales, social media registrations, inbound customer calls, and print promotions.
APPS
Wiser Living Apps for Smartphones and Tablets
• Gain registrations after downloads
FOOD
GARDENING
GUIDE
PICKIN’
CHICKEN
HOW
TO
CAN
THANK YOU!
BIG IMPACT EMAIL MARKETING IDEASPresented by Nina M. La France
May 23, 2012
• Goal– To transition email creative to new Forbes brand
identity.
• Challenge– To achieve the goal while improving response
rates.• Execution
– A disciplined, iterative approach.
Email Testing Evolution
30
• Now
Forbes Brand Evolution
31
• Then
4/23/12 32
Email Control
Test 1: New Email Creative
4/23/12 33
• Gross Index 61
Test 2: New Email & Landing Page
34
• Gross Index 98
Test 3: Email Optimized for Preview Pane
35
• Gross Index 80
Test 4: Landing Page Optimizedfor Preview Pane
36
• Gross Index 114
Thank You
August HomePublishing
Digital First StrategySurround our
Customers with ServiceDestroy the Company
Digital First Strategy
Digital Platforms
Digital First Strategy
PullWebsites
Apps
Pushemail
Audience AcquisitionDigital Platform
Digital First StrategyAudience AcquisitionAudience Engagement
Interactive (Swipe, Tap, Click)
Multi-Media (Video)
Audience EngagementDigital First Strategy
Universal Web App
Universal Web AppView from a Marketer’s Eye
Universal Web App
ePromo for Back Issue DVD
ePromo for Cuisine
Universal Web AppView from a Marketer’s Eye
+50%
Universal Web AppView from a Marketer’s EyeDoes it Work?
Subscribers: 500,000
Revenue: $2,000,000
Universal Web AppWhat we learned
Base
$25 / M
$100 / M
$1,000 / M
eTip ePromo Campaign
$10 / M
$300 / M
Thank You