How to explode your subscription revenue through email testing and strategic pricing
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How to Explode Your Subscription

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Presentation Transcript


How to Explode Your Subscription Revenue Through Email Testingand Strategic Pricing

Julie Lohmeier

Vice President, Marketing

Zacks.com

Monday, May 7, 2007


3 Methods of Exploding Subscription Revenue

Results

Lessons Learned

Outline

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackage existing content

Launch new content or services

Offer paid “samples”

3 Methods of Exploding Subscription Revenue

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackage existing content

Launch new content or services

Offer paid “samples”

3 Methods of Exploding Subscription Revenue

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Overview

    • Often convert free content to paid

    • Difficult at first, user resistance

    • Requires low prices

    • Example: Zacks Premium

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Zacks Premium

    • Zacks Rank

      • Rank Stocks from #1(Strong Buy) to #5 (Strong Sell)

      • “Earnings estimate revisions are the most powerful force impacting stock prices.”

      • 31.9% Average Annual Return

      • $10,000 in 1988 now worth $1.7 Million

      • Partially free previously

      • Now only available through Zacks Premium or Zacks Elite

    • Additional exclusive research

    • Incredible value

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Zacks Process

Free Preview Period – 14 days

Introductory Rate – 1 month

Occasional discounts post launch

Email to house list for “heavy lifting”

Integrate on web site

90-Day Refund Policy

Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Pricing Strategy

    • Preview Period: $99 for 13 months

    • Charter Membership: $99 for 12 months

    • Full price: $199

    • Discount: $149

    • Monthly option: $24.95

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Tests – Subject line 2/14/07

    • 90 Days to More Profits – or Your Money Back

    • How to Beat the Market with a Premium Portfolio

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Tests – Subject line 2/14/07

    • 90 Days to More Profits – or Your Money Back

    • Winner: 17% increase on Open rate

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Tests – Postcard 3/13/07

    • Long email to buy page

    • Postcard to long page to buy page

    • (Long email = Long page)

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Tests – Postcard 3/13/07

    • Postcard to long page to buy page

    • Winner: 4x more orders

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Creative

    • Winning postcard 3/13/07

      • Subject = Limited Time: Save Now on Zacks Premium

    • New postcard to new landing page 4/17/07

      • Subject = Special Savings for Zacks.com Users – Expires Friday

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Creative

    • New postcard to new landing page 4/17/07

    • Winner: 36% more opens, 28% more clicks, 136% more sales

    • Landing page became new landing page

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackaging Existing Content

  • Future Tests

    • $50 off

    • $150 off

    • 25% savings

    • Price = $149 on all

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackage existing content

Launch new content or services

Offer paid “samples”

3 Methods of Exploding Subscription Revenue

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Overview

    • Easier user acceptance

    • Higher prices typically

    • Counter-Intuitive: Customers will pay more for less if it’s EASY and PROVEN to work

    • Example: Trading Services – Surprise Trader, Breakout Trader, Options Trader

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Trading Services

    • Easy: What to buy, when to buy it, and when to sell

    • Proven: Back-tested results = 55.8% per year on Breakout Trader

    • Real results: Surprise Trader – beats S7P 500 by nearly 3x, one stock up 17% in 13 days

    • Zacks Rank foundation

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Zacks Process

    • Launch

    • “Updates” at week 1 or 2

    • Last week countdown on introductory price

    • Last day for charter price – 30 days

    • Email + web site links and placements

    • 90-Day Refund Policy + Guarantee

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Pricing

    • Launch price: $995

    • Full price: $1495

    • Occasional discount offers at $995 – limited time

    • Once proven performance and accepted,6-12 months, raise to $2995

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Surprise Trader – Subject 10/10/06

    • Zacks Best Kept Secret: Available Now

    • Zacks Secret to Profits this Earnings Season

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Surprise Trader – Subject 10/10/06

    • Zacks Best Kept Secret: Available Now

    • Winner: 13% higher net CTR

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Surprise Trader – Postcard 3/20/07

    • Long Page to Buy Page

    • Postcard to Long Page to Buy Page

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Surprise Trader – Postcard 3/20/07

    • Postcard to Long Page to Buy Page

    • Winner: 166% more sales

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Breakout Trader – Copy 2/21/07

    • Resend

    • Introduction to previous email

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Breakout Trader – Copy 2/21/07

    • Introduction to previous email

    • Winner: 4:1 more in sales

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Breakout Trader – Subject 4/3/07

    • From a Lowly Zacks Sell or Hold to an Emphatic Zacks Buy

    • Outsmart Wall Street with New Zacks Rank Breakout Trader

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Launch New Content or Services

  • Tests

    • Breakout Trader – Subject 4/3/07

    • From a Lowly Zacks Sell or Hold to an Emphatic Zacks Buy

    • Winner: 5:1 better on sales, 20% higher net CTR

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Repackage existing content

Launch new content or services

Offer paid “samples”

3 Methods of Exploding Subscription Revenue

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Overview

    • Low-cost product*

    • Loyalty reward, value add, or enhancement to more expensive products

    • First purchase

    • Relatively short-lived

    • Timely offerings (eg., Top Stocks for 2007)

    • Special Opportunities (eg., Stocks to Double)

    • Hot industries (eg., biotech, energy, etc.)

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Zacks Process

    • Pre-launch promotion

    • Launch

    • Update

      • Performance

      • “Teasers”

    • One month

    • Regularly after launch, about 6 months

    • Email + integrated on web site

    • No Refund, Limited Guarantee

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Price

    • Encourage first time sale

    • Don’t cheapen product

    • Top 10: $299, Stocks to Double: $99

    • Special discounts and permissions

      • $100 off for paid customers (Top 10)

      • Free enhancement for Zacks Elite (S2D)

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Tests

    • Subject – Top 10 (12/9)

    • What are Zacks Top 10 Stocks for 2007?

    • Introducing Zacks top 10 Stocks for 2007

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Tests

    • Subject – Top 10 (12/9)

    • Introducing Zacks top 10 Stocks for 2007

    • Winner: 22% higher net CTR

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Tests

    • Subject – Stocks to Double (4/24/07)

    • Introducing Zacks New 6 Stocks to Double

    • New Zacks Report: Stocks to Double

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Tests

    • Subject – Stocks to Double (4/24/07)

    • New Zacks Report: Stocks to Double

    • Winner: 8% higher open, 22%% better net CTR, 75% more orders

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Tests

    • Subject – Stocks to Double (5/1/07)

    • Updated New Zacks Report, Stocks to Double

    • Breaking News on Zacks Report, Stocks to Double

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Offer Paid “Samples”

  • Tests

    • Subject – Stocks to Double (5/1/07)

    • Breaking News on Zacks Report, Stocks to Double

    • Winner: 31% better net CTR, 25% more orders

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Results

  • Quadrupled subscription business in 12 months

  • Launched 6 products

  • Improved process as we went

  • Did most of it with 3 staff, $0 external marketing

  • Grew department to 6 employees

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Lessons Learned

  • Don’t be afraid to charge high prices

  • Guarantees and refund policies close sales

  • Postcards work

  • Use Zacks name

  • Test!

  • When a price is over, it’s over.

  • Copy is key.

  • Leverage what you have.

  • Don’t wait ‘til it’s perfect, get out there and learn as you go.

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


Credit/Thank You

Julie Lohmeier

Zacks.com

jlohmeier@zacks.com

© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.


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