Marketing Automation Immediately Impactful for Publisher. A Real Magnet success story featuring Jennifer Kern, Marketing Director, Gale Media.

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1 Marketing Automation Immediately Impactful for Publisher A Real Magnet success story featuring Jennifer Kern, Marketing Director, Gale Media.

2 About Real Magnet Real Magnet is changing the way associations market to their members and prospects. For the first time, a comprehensive marketing platform has been designed specifically for Association marketers. Based just outside of Washington in Bethesda, MD, Real Magnet has been providing Associations with marketing technology for more than 15 years. More than 600 associations and nonprofits, including the American Hospital Association, American Chemical Society, the American Red-Cross, and the National Association of Home Builders, are using Real Magnet as their primary marketing platform.

3 Marketing Automation Immediately Impactful for Publisher A Real Magnet success story featuring Jennifer Kern, Marketing Director, Gale Media. Gale Media is a market research and publishing company that provides wholesale distribution company executives with industry trend analysis and competitive intelligence. It operates a hybrid publishing model a daily ad-sponsored reaches 15,000 readers, while its flagship twice-monthly newsletter since 1967 is subscription-based. Its product portfolio built around its website, includes sponsored content, webcasts, books, research reports and subscriptionbased market data services. The marketing team at Gale Media had been aware of the advantages of marketing automation for publishers for some time and chose Real Magnet Marketing Automation in February 2015 after an assessment of relevant solutions. Their path to marketing automation started with an objective to increase the effectiveness of their marketing campaigns. They wanted to send fewer, more targeted messages to their audience based on industry role and specific interests. Marketing Director Jennifer Kern knew the value and yield of multi-touch campaigns, but was resource-constrained to customize s. It was labor-intensive to segment the audience and then deploy discrete campaigns for each segment. Within 30 days of implementing Real Magnet s marketing automation solution, the Gale Media team launched an automated two-part welcome campaign. The structured campaign sends each person who downloads a report a timely series of s, starting with delivery of their first message within two minutes of their download. Two days later, an upsell message is triggered promoting their premium newsletter. realmagnet.com contact@realmagnet.com (240)

4 Kern has been pleased to see a meaningful increase in conversions (subscriptions to their premium newsletter). Because the campaign can be built initially and its deployment automated, no staff resource is required for follow-up campaign tasks. Based on rules defined for the campaign, each new customer receives a select message at a defined time literally like clockwork. Kern can focus on higher-value testing, monitoring and campaign refinement activities to increase revenue. This immediate success validated for Gale Media that tailored and timely upsell messages work. By using the Real Magnet system to automate parts of their delivery, the team was freed up to create other automated campaigns. Within the first 90 days of integrating the system, Gale Media also deployed the following campaigns: Three-part welcome series to MDM Premium subscribers Free trial offer - automation allows instant gratification for qualified prospects (previously had to wait hours) Student membership offer - Gale Media was able to copy the free trial logic and easily offer student access Beyond these automated campaigns, the marketing and content teams will benefit from the new functionality to segment customers and prospects according to interest areas. We have a segmentation campaign in place, Kern said. The logic automatically adds individuals who click on topic-specific links to topic-specific groups. These buckets will make it easier for us to send targeted messages to group members based on their interests. Overall, with the introduction of marketing automation as part of a series of subscription marketing initiatives, Gale Media realized a June-August increase in new subscriptions of 33% versus the same three months the prior year. Their targeted welcome series s have seen open rates as high as 47%. This success, combined with staff time now saved due to the automated nature of these campaigns, has the entire company excited about the next wave of programs it can introduce to benefit current and future customers. We found that Real Magnet fits the unique needs of a publishing organization and is easy to use, Kern said. It has made it much simpler for us to segment our audiences, tailor messages, and deliver them in a timely fashion. It improves the customer experience while helping us boost revenue it s a win-win. realmagnet.com contact@realmagnet.com (240)

5 About the Client Jennifer Kern, Marketing Director Gale Media As the Marketing Director for Gale Media, Inc., Jennifer manages digital marketing efforts for the company, including marketing, lead generation, landing page optimization, A/B testing, SEO and PPC campaigns. She is also responsible for Gale Media s website customer experience and has been project lead for two website redesigns.

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