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Welcome MessagesTransitioning casual users into
lifetime customers
Rob Oberheide - Internet Marketing Manager
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Kalmbach Publishing
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Email Program
• 17 Newsletters• 8 Million Messages Monthly• High Opens• Automated Programs
– Birthday– Renewals– Welcome
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Welcome: Purpose and Goals
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Email Opt-In Sources
• Online Sign-up box• Online Purchase• Site Registration• Facebook (Social)• Paper Subscription Forms• Sweepstakes• Shows
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Welcome Message Goals
Interaction Registration Subscription
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Welcome Message Framework
New Opt-in Welcome24 Hrs
Registration2 Days after
(Non-Subscriber)
Thank You(Non-Subscriber)
Thank You(Subscriber)
Registration2 Days after(Subscriber)
Thank You(Subscriber)
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Examples
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Step 1Welcome
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Step 2Registration
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Step 3Subscription
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Why do this?
Sets Expectations
Creates Engagement
Higher Revenue
Happy Customers
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Results
35% Register18% Subscribe
6% Buy Add-ons
175% Improvement
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Next Steps
• Analyze Data• New Incentives• Improve Creative• Try New Things
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Specialized Email Series
300% lift in sign-ups
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Thank You
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Email Growth Strategies
Bob Cucciniello
Newsstand, Circulation & Production Manager
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GROWTH STRATEGIES
• Sweepstakes• Email append• Newsletters• Organic• Apps
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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.
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SWEEPSTAKES THROUGH SOCIAL MEDIA
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EMAIL APPEND
Customer’s Information
• Append email to postal address• Percent match on criteria set with append service• Individual name match important
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NEWSLETTER
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ORGANIC
HOME-GROWN TRAFFIC
Email addresses derived through online and digital subscriptions, merchandise sales, social media registrations, inbound customer calls, and print promotions.
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APPS
Wiser Living Apps for Smartphones and Tablets
• Gain registrations after downloads
FOOD
GARDENING
GUIDE
PICKIN’
CHICKEN
HOW
TO
CAN
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THANK YOU!
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BIG IMPACT EMAIL MARKETING IDEASPresented by Nina M. La France
May 23, 2012
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• Goal– To transition email creative to new Forbes brand
identity.
• Challenge– To achieve the goal while improving response
rates.• Execution
– A disciplined, iterative approach.
Email Testing Evolution
30
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• Now
Forbes Brand Evolution
31
• Then
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4/23/12 32
Email Control
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Test 1: New Email Creative
4/23/12 33
• Gross Index 61
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Test 2: New Email & Landing Page
34
• Gross Index 98
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Test 3: Email Optimized for Preview Pane
35
• Gross Index 80
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Test 4: Landing Page Optimizedfor Preview Pane
36
• Gross Index 114
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Thank You
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August HomePublishing
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Digital First StrategySurround our
Customers with ServiceDestroy the Company
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Digital First Strategy
Digital Platforms
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Digital First Strategy
PullWebsites
Apps
Pushemail
Audience AcquisitionDigital Platform
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Digital First StrategyAudience AcquisitionAudience Engagement
Interactive (Swipe, Tap, Click)
Multi-Media (Video)
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Audience EngagementDigital First Strategy
Universal Web App
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Universal Web AppView from a Marketer’s Eye
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Universal Web App
ePromo for Back Issue DVD
ePromo for Cuisine
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Universal Web AppView from a Marketer’s Eye
+50%
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Universal Web AppView from a Marketer’s EyeDoes it Work?
Subscribers: 500,000
Revenue: $2,000,000
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Universal Web AppWhat we learned
Base
$25 / M
$100 / M
$1,000 / M
eTip ePromo Campaign
$10 / M
$300 / M
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Thank You