Put the Magic in Your Marke4ng

Transcription

1 Put the Magic in Your Marke4ng April 8, 2015 Michelle Novak

2 Your Inland Wizards

3 Put the Magic in Your Marke4ng Stop blas9ng messages and start crea9ng compelling engaging campaigns, while driving recurring revenue. Infuse your campaigns with the wizardry of targeted marke9ng, from news headlines to adver9ser offers to subscriber acquisi9on/ reten9on campaigns. This webinar will teach you how to demys9fy mobile design, segmenta9on and automa9on and start making money.

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5 Agenda: is Enchan4ng The Power of Mobile Magic Abracadabra Automa4on Editorial NewsleHers Subscriber Reten9on Make Money for Yourself & Magic for Your Adver4sers Savings & Offers Cast a Spell on Your Audience Acquiring Subscribers Ac9va9on

6 is Enchan4ng

7 What s It All About? Filtered Messages NOT batch and blast Permission Based NOT SPAM Design for All NOT one big image The right messages. To the right people. At the right 4me.

8 How s Are Read 51 seconds: The average 9me people spend reading an . 19%: Average amount of an that s read. 35%: Of the 9me just a part of the is scanned/looked at. Keep it short Use catchy headlines Make it scan- friendly/short paragraphs Use bullet points Provide links for more detail Jakob Neilsen

9 Building Effec4ve s Include a blend of text and graphics. s that are one big image are less effec9ve. There are s9ll a number of clients that block images by default, including older versions of Outlook, Yahoo and many mobile clients. Some spam filters s9ll "ding" you for low text/image ra9o. Single- image s affect you overall spam score and will more likely land you in the spam folder. If marketers op9mized their s for image blocking, ROI would increase >9%. h1p:// convert/ sta>s>cs- that- are- shaping- the- future/

10 Image Only s

11 Image Only s

12 Text & Images

13 General: CAN SPAM Regula4ons Don t use false or misleading header informa4on. Your From, To, Reply- To, and rou9ng informa9on including the origina9ng domain name and address must be accurate and iden9fy the person or business who ini9ated the message. Don t use decep4ve subject lines. The subject line must accurately reflect the content of the message. Iden4fy the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an adver9sement. Tell recipients where you re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you ve registered with the U.S. Postal Service, or a private mailbox you ve registered with a commercial mail receiving agency established under Postal Service regula9ons. Tell recipients how to opt out of receiving future from you. Your message must include a clear and conspicuous explana9on of how the recipient can opt out of gebng from you in the future. Crad the no9ce in a way that s easy for an ordinary person to recognize, read, and understand. Crea9ve use of type size, color, and loca9on can improve clarity. Give a return address or another easy Internet- based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the op9on to stop all commercial messages from you. Make sure your spam filter doesn t block these opt- out requests. Honor opt- out requests promptly. Any opt- out mechanism you offer must be able to process opt- out requests for at least 30 days ader you send your message. You must honor a recipient s opt- out request within 10 business days. You can t charge a fee, require the recipient to give you any personally iden9fying informa9on beyond an address, or make the recipient take any step other than sending a reply or visi9ng a single page on an Internet website as a condi9on for honoring an opt- out request. Once people have told you they don t want to receive more messages from you, you can t sell or transfer their addresses, even in the form of a mailing list. The only excep9on is that you may transfer the addresses to a company you ve hired to help you comply with the CAN- SPAM Act.

14 Mobile Magic

15 Here s the thing Mobile has overtaken desktop. Marke9ngland.com

16 Ac4vity on Smartphones 91% of consumers check their at least once per day on their smartphone, making it the most used func>onality ExactTarget. Mobile Behavior Report (2014)

17 Terms Mobile Friendly: Same layout regardless of device (desktop, tablet, smartphone). No more than 600 pixels wide. Phone numbers and addresses clickable for immediate access. Finger Friendly. Not Mouse Friendly. Responsive Design: Same /site for desktop, smartphones and tablets. Coded to display (or respond) based on the device calling it. Relies heavily on CSS (Cascading Style Sheets) and has become the standard for sites and s.

18 Mobile Friendly: Same Content Works Well Either Device

19 Ideal: Responsive Design Content Automa4cally Rearranges Based on Device Michelle Novak

20 Ideal: Responsive Design Content Automa4cally Rearranges Based on Device Michelle Novak

21 Mobile Design Cri4cal to Success BlueHornet Consumer Views of Marke9ng (2012)

22 Checklist for Mobile Build in Responsive Design Concise copy Break into scanable bites, use bullet points, headlines, etc. Minimum font sizes: Body text - 14 px Headlines - 22 px Make most of Subject and Pre- header 25 characters goal for subject line. Pre- header: 1 st characters of copy

23 Checklist for Mobile Deal with "fat- finger" syndrome: Minimum pixels for clickable areas At least 10 pixel pad allowance between clickable areas Avoid including tradi9onal naviga9on menu bar Images: - May be blocked/use Alt Text - Images are eye- candy. Call to Ac4on must be clear - Immediately understand what you want - Make it obvious where to click - Drive reader to ac9on on landing page or clickable phone number

24 Abracadabra Automa4on

25 Automa4on: Newsleaers via RSS Feeds

26 Automa4on: eedi4on No4fica4on via APIs

27 Direct Mail Bill: Mail 30 days before Add: Pre- expire 21 days before expira9on date Telemarke4ng: Call 14 days pre- expire Add: Pre- expire 7 days before expira9on date Direct Mail Bill: Day of Expira9on Automa4on: Subscrip4on No4fica4ons Slot into the flow of your current reten>on process to increase reten>on and reduce telemarke>ng and direct mail costs. Add: Post- expire 10 days ader expira9on date Telemarke4ng: Call 14 days ader expire Add: Post- expire 25 days ader expira9on date Add: 1 day before Stop Date Telemarke4ng: Call on Stop date

28 Renew Subscrip4ons WELCOME RENEW

29 Renew Subscrip4ons CONVERT TO EZPAY INCLUDE DYNAMIC CONTENT

30 Make Money for Yourself & Magic for Your Adver4sers

31 Americans Say 72% say is their #1 preferred source of communica9on with companies 61% want promo9onal s 1x per week 28% want promo9onal messages even MORE frequently hhp:// keep- those- s- comin/ar9cle/396332/

32 Relevancy Demographics Interests Geography Tracked Behavior Contest Par9cipa9on Survey Par9cipa9on

33 Turning Data into Dollars Collect more data to target relevant marke4ng messages... and generate more revenue. Zip Code Targeted s List Size: 41k Revenue: $40k Birthday s $1,200- $18k Contests Newsleaer Lead Genera4ng Surveys List Size: 13k Revenue: $30k Special Offers Newsleaer List Size: 40k Revenue: $250k

34 Adver4ser Offers

35 Adver4ser Offer Categories Some rich categories for special offer s: Recruitment Healthcare Home Services Automo9ve Tickets/Events Educa9on Real Estate/Developments/Vaca9on Homes Gid retailers Florists, Chocola9ers, etc.

36 Cast a Spell on Your Audience

37 Ac4va4on

38 Ac4va4on: Site Traffic Business NewsleHer doubles site visits to Business web pages on Fridays

39 Ac4va4on: Digital Subscrip4on Success Click Throughs

40 Ac4va4on: Member Benefits

41 Ac4va4on: Loyalty 3,936 Entries from 2,097 Unique Entrants 2,183 New Registered Users 1,796 Verified Subscribers and 387 Trials All done in 3 ½ days

42 Ac4va4on: Offers/Events

43 At Registra4on Goal: Iden9fy poten9al subscribers and reader rewards (digital) members. Offer: During registra9on for newslehers, surveys or contests ask users about their subscrip9on status. Results: Nearly 200 non- subscribers who said no, but I d like more info automa9cally iden9fied and contacted in 2014.

44 Subscrip4on Offers Goal: Acquire new subscribers. Offer: One Day Black Friday Sale sent to Former subscribers or database members who have Never been subscribers. Results: The addi9on of marke9ng to annual Black Friday subscrip9on offer generated a 4- fold increase over past years. We usually acquired dozens this year we got hundreds

45 Convert Site Users Goal: Convert non- subscribers who are registered website users to subscribers. Offer: 2015 Photo Calendar with a new subscrip9on Results: Over 5,000 s sent Open Rate: 30% New Print Subscribers: 30

46 Convert Site Users Goal: Convert non- subscribers who are registered website users to subscribers. Offer: Free Centennial Magazine with subscrip9on Results: Over 4,500 s sent Open Rate: 40% New Print Subscribers: 36

47 Pu#ng it All Together

48 Magical Results Adver4sing Revenue Loyalty Cost Containment Increased Customer Reten4on Subscriber Growth Grow Newsleaer Registra4on Collect Data Strengthen Adver4ser Partnerships Support All of Your Products

49 How to Get There

50 Marke4ng Generate Recurring Sales Revenue Promote Your Print and Digital Content Renew/Convert/Acquire Print and Digital Subscrip9ons Contests Solu4on: Dat- e- Base & Exper4se Generate Adver9sing Revenue Engage and Reward Subscribers Iden9fy Prospec9ve Subscribers Surveys Learn more about subscribers/non- subscribers Iden9fy Qualified Leads for Adver9sers Acquire data to support marke9ng and adver9sing sales

51 More Magic The Magic of Using to Keep Reten4on Up and Costs Down Thursday, April 23 2pm Central Cast a cost- effec9ve spell on your subscribers, through the magic of marke9ng. Whether you've been gathering subscriber addresses for years or just gebng started, we ll show you how to build your lists through registra9on, contests and surveys and construct campaigns that will acquire, retain and build loyalty with your readers. The Magic of Lead Genera4on Thursday, May 14 2pm Central You can become a wizard at iden9fying qualified leads for local businesses, while making money for your paper. Learn how surveys and combine to create mul9ple levels of sales opportuni9es. This webinar showcases case studies the media companies who are genera9ng leads for adver9sers and tens of thousands of dollars in revenue for themselves.

52 Ques4ons? Michelle Novak (203)