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Welcome Messages

Welcome Messages. Transitioning 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.

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Welcome Messages

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  1. Welcome Messages Transitioning casual users into lifetime customers Rob Oberheide - Internet Marketing Manager

  2. Kalmbach Publishing

  3. Email Program • 17 Newsletters • 8 Million Messages Monthly • High Opens • Automated Programs • Birthday • Renewals • Welcome

  4. Welcome: Purpose and Goals

  5. Email Opt-In Sources • Online Sign-up box • Online Purchase • Site Registration • Facebook (Social) • Paper Subscription Forms • Sweepstakes • Shows

  6. Welcome Message Goals

  7. Welcome Message Framework

  8. Examples

  9. Step 1 Welcome

  10. Step 2 Registration

  11. Step 3 Subscription

  12. Why do this?

  13. Results 35% Register 18% Subscribe 6% Buy Add-ons 175% Improvement

  14. Next Steps • Analyze Data • New Incentives • Improve Creative • Try New Things

  15. Specialized Email Series 300% lift in sign-ups

  16. Thank You

  17. Email Growth Strategies Bob Cucciniello Newsstand, Circulation & Production Manager

  18. GROWTH STRATEGIES • Sweepstakes • Email append • Newsletters • Organic • Apps

  19. 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.

  20. SWEEPSTAKES THROUGH SOCIAL MEDIA

  21. EMAIL APPEND Customer’s Information • Append email to postal address • Percent match on criteria set with append service • Individual name match important

  22. NEWSLETTER

  23. ORGANIC HOME-GROWN TRAFFIC Email addresses derived through online and digital subscriptions, merchandise sales, social media registrations, inbound customer calls, and print promotions.

  24. APPS Wiser Living Apps for Smartphones and Tablets • Gain registrations after downloads FOOD GARDENING GUIDE PICKIN’ CHICKEN HOW TO CAN

  25. THANK YOU!

  26. BIG IMPACT EMAIL MARKETING IDEAS Presented by Nina M. La France May 23, 2012

  27. Email Testing Evolution • Goal • To transition email creative to new Forbes brand identity. • Challenge • To achieve the goal while improving response rates. • Execution • A disciplined, iterative approach.

  28. Forbes Brand Evolution • Then • Now

  29. Email Control

  30. Test 1: New Email Creative • Gross Index 61

  31. Test 2: New Email & Landing Page • Gross Index 98

  32. Test 3: Email Optimized for Preview Pane • Gross Index 80

  33. Test 4: Landing Page Optimizedfor Preview Pane • Gross Index 114

  34. Thank You

  35. August HomePublishing

  36. Surround our Customers with Service Digital First Strategy Destroy the Company

  37. Digital Platforms Digital First Strategy

  38. Digital First Strategy Audience Acquisition Digital Platform Pull Websites Apps Push email

  39. Digital First Strategy Audience Engagement Audience Acquisition Interactive (Swipe, Tap, Click) Multi-Media (Video)

  40. Digital First Strategy Audience Engagement Universal Web App

  41. Universal Web App View from a Marketer’s Eye

  42. Universal Web App ePromo for Back Issue DVD ePromo for Cuisine

  43. Universal Web App View from a Marketer’s Eye +50%

  44. Universal Web App View from a Marketer’s Eye Does it Work? 500,000 Subscribers: $2,000,000 Revenue:

  45. $1,000 / M Universal Web App $300 / M What we learned $100 / M $25 / M $10 / M ePromo Campaign Base eTip

  46. Thank You

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