Welcome MessagesTransitioning 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

Email Opt-In Sources

• Online Sign-up box• Online Purchase• Site Registration• Facebook (Social)• Paper Subscription Forms• Sweepstakes• Shows

Welcome Message Goals

Interaction Registration Subscription

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)

Examples

Step 1Welcome

Step 2Registration

Step 3Subscription

Why do this?

Sets Expectations

Creates Engagement

Higher Revenue

Happy Customers

Results

35% Register18% Subscribe

6% Buy Add-ons

175% Improvement

Next Steps

• Analyze Data• New Incentives• Improve Creative• Try New Things

Specialized Email Series

300% lift in sign-ups

Thank You

Email Growth Strategies

Bob CuccinielloNewsstand, Circulation & Production Manager

GROWTH STRATEGIES

• Sweepstakes• Email append• Newsletters• Organic• Apps

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.

SWEEPSTAKES THROUGH SOCIAL MEDIA

EMAIL APPEND

Customer’s Information

• Append email to postal address• Percent match on criteria set with append service• Individual name match important

NEWSLETTER

ORGANIC

HOME-GROWN TRAFFIC

Email addresses derived through online and digital subscriptions, merchandise sales, social media registrations, inbound customer calls, and print promotions.

APPS

Wiser Living Apps for Smartphones and Tablets• Gain registrations after downloads

FOOD GARDENING

GUIDE

PICKIN’CHICKEN

HOWTO

CAN

THANK YOU!

BIG IMPACT EMAIL MARKETING IDEASPresented by Nina M. La France

May 23, 2012

• 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

• Now

Forbes Brand Evolution

31

• Then

4/23/12 32

Email Control

Test 1: New Email Creative

4/23/12 33

• Gross Index 61

Test 2: New Email & Landing Page

34

• Gross Index 98

Test 3: Email Optimized for Preview Pane

35

• Gross Index 80

Test 4: Landing Page Optimizedfor Preview Pane

36

• Gross Index 114

Thank You

August HomePublishing

Digital First StrategySurround ourCustomers with ServiceDestroy the Company

Digital First Strategy

Digital Platforms

Digital First Strategy

PullWebsites

Apps

Pushemail

Audience AcquisitionDigital Platform

Digital First StrategyAudience AcquisitionAudience Engagement

Interactive (Swipe, Tap, Click)

Multi-Media (Video)

Audience EngagementDigital First Strategy

Universal Web App

Universal Web AppView from a Marketer’s Eye

Universal Web App

ePromo for Back Issue DVD

ePromo for Cuisine

Universal Web AppView from a Marketer’s Eye

+50%

Universal Web AppView from a Marketer’s EyeDoes it Work?

Subscribers: 500,000Revenue: $2,000,000

Universal Web AppWhat we learned

Base

$25 / M

$100 / M

$1,000 / M

eTip ePromo Campaign

$10 / M

$300 / M

Thank You