The Revenue Shift: Driving ROI with Email Marketing October 30, 2008
“ The Internet represents a significant opportunity to extend – and even improve upon – existing news brands and reach out to new consumers with living, breathing real-time content. Just because print circulations are declining does not mean there are fewer news consumers . In fact, just the opposite is true . ” Jack Flanagan, executive vice president
Online Newspaper Readership is GROWING. And online readership is RISING at 2x the rate of the general Internet audience!* *Nielsen//NetRatings for the Newspaper Association of America, 7/07 Monthly online newspaper readers GREW by more than 3.6 million in 2007, a new record* Declines in print readership are being offset by INCREASES in online readership.
Your Online Assets are Very Valuable to Advertisers: FREQUENCY CREDIBILITY TARGETED PURCHASING POWER CONTENT QUANTIFIABLE MULTI-CHANNEL HIGH PROFILE CUTTING EDGE ACTIONABLE A Treasure Chest of Benefits For Internet Advertisers
Advertisers Demanding Increasingly Narrow Targeted Audiences… Female, 22 College Student Male, 33 Married, Home Owner And consumers are embracing the proliferation of choices that news media offers in forms of Web and Newsletter content. Male, 28 Single, Rents Female, 41 Single Mother
This is an incredible opportunity to monetize your online media. Consumers will not complain. They are familiar with advertising … 59% of online advertising inventory is in or around the Inbox* *adRelevance, 3/08
Take That Approach Online Targeted Banners ; Timely, Not Obtrusive
Take That Approach Online Targeted Stand-Alone Email Messages
Everything is Measurable ! You will know when people open, click and convert. Giving you and the advertiser a smarter way to deliver ads in the future.
Gets Digital! <ul><ul><li>Boston.com, a member of Boston Globe Media and a division of The New York Times , was seeking to execute a sophisticated email marketing plan to support both member retention and advertiser needs. The team at Boston.com selected Datran Media to achieve these goals. </li></ul></ul><ul><ul><li>Boston.com gained access to a suite of features including advanced content management tools, flexible and sophisticated reporting capabilities and the ability to reach customers through emerging digital channels to help them meet and outperform their online marketing goals. </li></ul></ul>
Ten Keys to Data Collection <ul><ul><li>Ask for email address at EVERY customer touch point </li></ul></ul><ul><ul><li>Articulate a fair value proposition </li></ul></ul><ul><ul><li>Address privacy concerns </li></ul></ul><ul><ul><li>Link to examples of specific emails and frequency info </li></ul></ul><ul><ul><li>Give users enough space on forms </li></ul></ul><ul><ul><li>Don’t ask for too much data up front </li></ul></ul><ul><ul><li>Do ask for the data you really need now </li></ul></ul><ul><ul><li>Send a confirmation message </li></ul></ul><ul><ul><li>Append offline data with email address </li></ul></ul><ul><ul><li>Leverage social media </li></ul></ul>
Example of a Good Registration Page Clean, simple layout Descriptive, straightforward Effortless sign up
Example of a Not-So-Good Registration Page Busy, confusing Privacy statement does not stand out Asks for too much information…
Keep Messages Personalized With a little information about your subscriber, you can send personal messages like birthday wishes, etc.
Create an Easy-to-Use Membership Management Page
Thank You! Dave Hendricks EVP, Operations [email_address] (212) 706-4911