How to explode your subscription revenue through email testing and strategic pricing
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How to explode your subscription revenue through email testing and strategic pricing l.jpg

How to Explode Your Subscription Revenue Through Email Testingand Strategic Pricing

Julie Lohmeier

Vice President, Marketing

Zacks.com

Monday, May 7, 2007


Outline l.jpg

3 Methods of Exploding Subscription Revenue

Results

Lessons Learned

Outline

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


3 methods of exploding subscription revenue l.jpg

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.


3 methods of exploding subscription revenue4 l.jpg

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 l.jpg
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 content6 l.jpg
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.


Repackaging existing content7 l.jpg

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 content8 l.jpg
Repackaging Existing Content

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


Repackaging existing content9 l.jpg
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 content10 l.jpg
Repackaging Existing Content

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


Repackaging existing content11 l.jpg
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 content12 l.jpg
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 content13 l.jpg
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.


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Repackaging Existing Content

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


Repackaging existing content15 l.jpg
Repackaging Existing Content

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


Repackaging existing content16 l.jpg
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 content17 l.jpg
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 content18 l.jpg
Repackaging Existing Content

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


Repackaging existing content19 l.jpg
Repackaging Existing Content

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


Repackaging existing content20 l.jpg
Repackaging Existing Content

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


Repackaging existing content21 l.jpg
Repackaging Existing Content

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


Repackaging existing content22 l.jpg
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 content23 l.jpg
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.


3 methods of exploding subscription revenue24 l.jpg

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 l.jpg
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 services26 l.jpg
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 services27 l.jpg
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 services28 l.jpg
Launch New Content or Services

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


Launch new content or services29 l.jpg
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 services30 l.jpg
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 services31 l.jpg
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 services32 l.jpg
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 services33 l.jpg
Launch New Content or Services

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


Launch new content or services34 l.jpg
Launch New Content or Services

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


Launch new content or services35 l.jpg
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 services36 l.jpg
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 services37 l.jpg
Launch New Content or Services

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


Launch new content or services38 l.jpg
Launch New Content or Services

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


Launch new content or services39 l.jpg
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 services40 l.jpg
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 services41 l.jpg
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.


3 methods of exploding subscription revenue42 l.jpg

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 l.jpg
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 samples44 l.jpg
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 samples45 l.jpg
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.


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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 samples47 l.jpg
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 samples48 l.jpg
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 samples49 l.jpg
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 samples50 l.jpg
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 samples51 l.jpg
Offer Paid “Samples”

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


Offer paid samples52 l.jpg
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 l.jpg
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 l.jpg
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 l.jpg
Credit/Thank You

Julie Lohmeier

Zacks.com

[email protected]

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


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