• Save
Baird Direct Marketing Case Studies
Upcoming SlideShare
Loading in...5

Baird Direct Marketing Case Studies



Want to turn more of your website visitors into longer-term, higher-value customers? See how Baird Direct helped these 8 publishers do it -- with easy-to-implement, proven best practices and ...

Want to turn more of your website visitors into longer-term, higher-value customers? See how Baird Direct helped these 8 publishers do it -- with easy-to-implement, proven best practices and reliable results. Or call us directly at (203) 838-5444 to find out more.



Total Views
Views on SlideShare
Embed Views



2 Embeds 5

http://paywall-times.com 4
http://www.slideshare.net 1



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Baird Direct Marketing Case Studies Baird Direct Marketing Case Studies Presentation Transcript

  • Baird Direct Marketing
    The CRM Value Specialists
    For Website Publishers
    Services Overview
  • Baird
    What’s Our Mission?
    CRM for Website Publishers
    Marketing, Inc.
    We Turn Visitors Into Value!
    Financial Modeling
    360 Degrees
    of Expertise
    House Email
    Offer / Price
    Here’s how ….
  • Registration
    CRM for Website Publishers
    Dow Jones Local Media Group
    A publisher of 15 regional newspapers asked us to recommend enhancements to their post-launch, metered-access websites.
    We reviewed their prior results and modeled different response rate and revenue scenarios.
    We then recommended a two-step conversion strategy, emphasizing registration more than the launch did. Sales email would then be used to convert registrants. Funnels were also streamlined to reduce abandon rates.
    We provided detailed comps for all pages. The changes produced a registration increase of 300% with no apparent loss of paid subscription upsells in the funnel.
  • (You wouldn’t believe the impact if we told you.)
    Lead Conversion
    CRM for Website Publishers
    Registration Page
    Fidelity Insight:
    A Lead Conversion Series
    A financial newsletter publisher had run SEM campaigns to generate email leads via a free report incentive. Response to their upsell and first email did not meet expectations.
    We reviewed all creative, offers and metrics and suggested:
    We then provided layout templates, headlines and a
    skeleton copy outline, and they produced the
    creative in-house with our feedback and guidance.
    The campaign converted more than enough leads to be above breakeven at the target CPA.
    • A new landing page and abandon recovery strategy.
    • In the report, tease the lead back to order.
    - Add an autoresponder email conversion series.
    Email Series
  • House Email Marketing
    > 150%
    CRM for Website Publishers
    Edweek.com and Posit Science Email Programs
    Both websites wanted to move their sales email programs further forward. We assessed both clients’ creative, offers, timing and list segmentation, and recommended taking the best of their former campaigns and merging those features with several new ones.
    We provided detailed creative for EdWeek.org, whereas Posit Science preferred to receive templates and guidelines and produce art and copy themselves, with only our ongoing review.
    In both cases gross response rate more than doubled, and the increase was sustained over the campaigns which followed.
  • Short-Term Retention
    CRM for Website Publishers
    A Research-Driven Approach
    A database publisher wanted to reduce new customer cancels. We recommended assistive messaging on the Thank You screen and in a series of short emails.
    Faster Value.We wanted the user to say “Wow!” immediately. Later, we ‘d show other uses and value.
    Cancel Drivers: Research showed that cancellation was driven by the user’s ability to quickly and easily find their target. If they could not, then they’d leave. Other product databases and power features had no influence yet.
    The phone reps agreed, but also said that the target usually wasin the system! New users didn’t know how to search.
    Messaging: The layout of the new Thank You page focused on the 3 most common tasks, and when a button was clicked, more effective instructions and a link would appear.
    The client viewed the project as a success, but asked that we not share the results. (Reference available on request).
  • Long-Term Retention
    + $500k
    CRM for Website Publishers
    The Motley Fool: The Early Days
    After launching its first paid content product, The Motley Fool wanted to gain a better understanding of retention best practices and which ones they should employ or enhance.
    Our assessment resulted in a recommendation to:
    - Focus first on payment processing, not on call center marketing as they’d originally planned.
    • Shift communication timing.
    • Reassess test priorities with our S-E-L algorithm.
    • Enhance reports, with formats we provided.
    These recommendations added $500,000 to The Motley Fool’s bottom line within 12 months.
  • Offers,Modeling and Analysis
    CRM for Website Publishers
    + $500k - $750k
    “The $500,000+ Report”
    A mid-size data publisher used a 14-day Free Trial offer, and in tests using makeshift retention reports, the offer appeared to produce more revenue than a regular Hard Offer.
    We recommended creating a carefully-validated, routine monthly Retention Report combining front- and back-end metrics.
    We worked closely with the team to design and validate the report against other data sources within the company.
    During that reconciliation process, it became clear
    that the makeshift reports had been misinterpreted
    due to the data’s complexity.
    The new, validated report indicated that the Hard
    Offer was more profitable than the Free Trial.
    The client rapidly changed offers.
    This discovery from the new report increased the
    client’s annual revenue by an estimated $500k –
    $750k. (Client reference available upon request.)
  • Other Projects
    CRM for Website Publishers
    • Due Diligence for VC’s / Acquirers
    • Customer Onboarding Best Practices
    • Business/Launch Plan Assessment
    • Industry Retention Rate Studies
  • Thank You!
    Bill Bairdasap@bairddirect.com
    (203) 838-5444
    Marketing, Inc.