The Multiple Benefits of Email Marketing From Reader Rewards to Revenue, Email marketing can help you forge stronger reader relationships while bolstering circulation and sales. Walk into this session with a robust database (or no data at all ) and walk out with the ideas and methods that will make email marketing a powerful part of your business.
Presslaff Interactive Revenue Help media cos build and execute vibrant, engaged email marketing campaigns. Demonstrate how the data you collect is the pathway to audience loyalty and advertiser revenue. Provide the technology and consultation to turn emails and data into dollars.
Agenda Value of Email Variety of Print Specific Email Campaigns Benefits: Revenue Retention Acquisition
The Value of Email
A survey from Kinsey and Company found that email is almost 40 times more effective at gaining customers than Facebook and Twitter combined. http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
For every $1 spent, $44.25 is the average return on email marketing investment. - EmailExpert "[Infographic] 10 Must Know Email Marketing Stats 2014" (2014)
When marketed through email, consumers spend 138% more than people who don t receive email offers. (Source: Convince and Convert)
Mobile. Email. Money.
The Variety of Email
Advertiser Email Campaigns: Savings & Offers to All or Zip Code Targeted Emails
Advertiser Email Campaigns: Client Preferred Digital.
Birthday Emails Relationship and Revenue Builders
RETENTION EMAILS: Promote the Value of Your Product Emails to Subscribers and/or Non-Subscribers promoting print content
RETENTION: Build Loyalty - Reward Subscribers Emails to Active Subscribers with Exclusive Contests & Savings Offers Develop a Rewards program and build loyalty with exclusive contests and savings offers. Include Advertising partner offers to grow advertising revenue.
PRODUCT SUPPORT: Promote Your Other Offerings Events, Publications, Digital
PRODUCT SUPPORT: Ask for Feedback Surveys to get Reader Feedback and help inform product decisions
ACQUISITION: Non-Subscriber Offers Target Emails to Non-Subscribers with Special Offers
Benefit: DATA
Benefit: REVENUE
Turning Data into Dollars.
Turning Data into Dollars Collect more data so you can target relevant email marketing messages... and generate more revenue. Zip Codes Date of Birth Interests Special Offer Newsletters
Turning Data into Dollars How clients are using the data to make money. Zip Codes Zip Code Targeted Email Campaigns Newspaper: Circ 25k List Size: 41k 2012 Revenue Generated: $40k Birthday Emails Multiple Clients of All Market Sizes Annual Revenue: Ranges from $1,200 to $18,000 Date of Birth Interests Interest Category Targeted Email Campaigns Newspaper: Circ 75-100k List Size: 40k 2014 Projected Revenue : $120k Savings/Offers Newsletter List Campaigns Newspaper: Circ 10-20k Special Offers List Size: 10k 2013 Revenue: Over $15k (Launched May 2013) Special Offer Newsletters
Build The Database While Building Revenue
1 Newspaper - 10 Sponsors
Benefit: RETENTION
Thanks for Becoming a Subscriber/Member
Highlight Benefits Reaffirm Purchase Automate Email Everything You Get with Your Membership
Highlight Benefits Verify Start
Retention Add Automated Emails to Your Retention Process
Reduce Telemarketing & Direct Mail Costs Map Out Your Retention Calendar Slot email into the flow of your current retention process. Direct Mail Bill: Mail 30 days before Add: Pre-expire email 21 days before expiration date Telemarketing: Call 14 days pre-expire Add: Pre-expire email 7 days before expiration date Direct Mail Bill: Day of Expiration Add: Post-expire email 10 days after expiration date Telemarketing: Call 14 days after expire Add: Post-expire email 25 days after expiration date Add: 1 day before Stop Date Telemarketing: Call on Stop date
Not Just a Bill Make It Simple to Click Through and Renew Highlight Benefits/ What would they be missing Include Account Info From a PERSON not a company
Activation Drive them to Your Products Whenever we need to promote one of our products or our advertisers products we send an email and the audience responds. - Marketing Director
Membership Digital Subscription Success Click Thus
Events In-Print/Online Content
SERVICE
Loyalty Reward Subscribers Give them a little more love
Build loyalty with exclusive contests, savings offers and events. Include Advertising partner offers to grow advertising revenue.
Deliver - Weekly Emails with Rewards & Birthday Gifts Include Advertisers Recognize Winners
Surveys - Provide The Rewards Your Readers Want
Benefit: ACQUISITION And Re-Acquisition Convert Database Members It s More Than Discount Pricing
Gift Subscription Encourage Gift Subscriptions Upgrade Subscriptions
Conduct a Contest Followed By Special Subscription Offer to ALL entrants
Acquisition + Advertising Revenue + Retention + Editorial Support Readers were invited to submit their Love Story for a chance to win a bundle of prizes from 9 advertiser sponsors 9 Advertiser Sponsors
STEP 2 STEP 1 Contest login page Share Your Love Story
STEP 3 Registration Questions, as needed Identify Subscriber Status
Automated Email to Those Who Requested More Information Automated Email to Customer Service I m Not Sure Response: First Last Email Street City, State ZIP Phone
Putting it Together A unified database Newsletters Contests Circulation Classifieds eedition Facebook Fans Advertisers Registered Users On Site Event Registrants 1 Automated Email Newsletters Data Collection & Targeted Emails on Behalf of Advertisers Contests & Surveys to Collect Data and Qualified Leads Triggered Emails for Circulation Retention Data Segmentation for Sales & Marketing Subscriber Loyalty Programs
Questions? # 2 Ruth Presslaff ruth@presslaff.com 310-792-6070