Online Marketing
Case Study: How Rose Publishing increased online sales
 by 50% during the worst recession since World War...
Problem
Independent brick and mortar bookstores are in
  decline. Retail in general is suffering.
Goal
To increase our dir...
First, the Offer
Something irresistible and valuable…
“Be generous online.”
• Through the Bible in a year?
• Verse a day?
...
The Offer
• Through the Bible in a year?
   Done by many others

• Verse a day?
   Done by many others

• Free Bible eChar...
Determine the best methods

               • Banners
               • Social media
                 -Twitter, Facebook, Li...
Banners on the most compatible
  websites 279 names, $1800, <3 sales in 8 weeks
Social Media
Social Media


Not highly effective for
•   Direct selling
Good for
•   Google ranking (link authority) Top 2.6%=>1%
•   G...
Where did our ONLINE sales come
      from Sep 08 - Aug 09?
Email marketing                             40%
Direct - peopl...
90% of our online
     business came from
          3 sources

1. Email marketing to our own list
2. Our own snail mail ca...
Email Marketing
• To develop an email
  list fast that
  – Delights our customers
  – Connects with old & new
    customer...
Email Marketing
•   A recommended
    book: Seth Godin’s
    Permission Marketing.

•   Long on principles,
    short on d...
What We Learned
1. You have to earn someone’s email address –
   The offer and design must be good.
    • Offer was good. ...
After:
Offer was good. Design good. 20% conversion.
Increasing Sign-ups



Reasons to give
us information


Establish
credibility
What We Learned
2. People can be tricky - close the loopholes.
After:
 New Design - no access to free chart without double
         opt-in verification of email account.
Subscription co...
What We Learned
3. Overwhelm them with value.
    • Not just one, but nine free e-Charts. Plus another one each week.
    ...
What We Learned
4. Invite them to share with friends and they will.
   •   Add urgency – limited time to share
   •   Reas...
What We Learned
6. Add LOTS of self-advertising
   below the fold
  • Here’s an old email
    Conversion Rate = 0.22%
Here’s a new email that is
3 times longer

 • More products
 • Discounts
 • Related items

 Conversion Rate = 1.17%
     5...
What We Learned
7. Provide a consistent look throughout sales process –
show other products of interest.
What We Learned
8. A healthy email list requires work

 • Check deliverability (from 90% to 99% - solve
   problems with I...
Results: Number of Online Visits
      and Orders Increased




• Web visits tripled over 8 months
• Our number of web ord...
Results: Competitive Advantage




                                                  Rose Publishing

                    ...
Gretchen Goldsmith
          CEO/President
        Rose Publishing, Inc.
   gretchen@rose-publishing.com

           Feedb...
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Gretchen Goldsmith - How Rose Publishing's web traffic and online sales have grown during the worst recession since WW2

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Online marketing is growing due to the high costs and declining effectiveness of traditional methods. There are many choices: emailing, banner ads, Twitter, Facebook, Google Adwords, SEO, and more. Forget the wild-eyed blue-sky mentality toward internet advertising, this seminar is packed with tips and data based on a one-year case study of Rose Publishing's four-fold growth in unique visitors to their website from September 08 to August 09, as well as measurable increases in sales in multiple channels. It will give traditional print publishers a variety of ideas about new methods and will show ways to track ROI for online efforts. Marketing, technical, and financial people will benefit from this 30-minute session.

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Gretchen Goldsmith - How Rose Publishing's web traffic and online sales have grown during the worst recession since WW2

  1. 1. Online Marketing Case Study: How Rose Publishing increased online sales by 50% during the worst recession since World War 2 Sept 08-Aug 09 Twitter hashtag: #ECPAELS Gretchen Goldsmith, CEO, Rose Publishing Inc.
  2. 2. Problem Independent brick and mortar bookstores are in decline. Retail in general is suffering. Goal To increase our direct business via the Internet.
  3. 3. First, the Offer Something irresistible and valuable… “Be generous online.” • Through the Bible in a year? • Verse a day? • Free Bible eChart each week?
  4. 4. The Offer • Through the Bible in a year? Done by many others • Verse a day? Done by many others • Free Bible eChart each week - Proprietary Rose Publishing content
  5. 5. Determine the best methods • Banners • Social media -Twitter, Facebook, Linkedin • Google AdWords • Search Engine Optimization (SEO) • Our own paper catalogs
  6. 6. Banners on the most compatible websites 279 names, $1800, <3 sales in 8 weeks
  7. 7. Social Media
  8. 8. Social Media Not highly effective for • Direct selling Good for • Google ranking (link authority) Top 2.6%=>1% • Getting to know industry leaders, authors; • Seminars (mind-reading industry influencers) • News (heard about airplane in Hudson River first)
  9. 9. Where did our ONLINE sales come from Sep 08 - Aug 09? Email marketing 40% Direct - people who enter our URL usually 29% through catalogs or word of mouth Search engines: Google/organic 12% (unpaid) Google AdWords 10% Search engines: All others/organic 5% (unpaid) Referrals from people via email 4% Banner ads <1% Social Media: Facebook, Twitter, <1% LinkedIn
  10. 10. 90% of our online business came from 3 sources 1. Email marketing to our own list 2. Our own snail mail catalog 3. Google paid/unpaid traffic
  11. 11. Email Marketing • To develop an email list fast that – Delights our customers – Connects with old & new customers – Generates direct sales – Helps provide feedback for customer service & product development
  12. 12. Email Marketing • A recommended book: Seth Godin’s Permission Marketing. • Long on principles, short on details.
  13. 13. What We Learned 1. You have to earn someone’s email address – The offer and design must be good. • Offer was good. Design needed pizzaz. • Result: 10% conversion
  14. 14. After: Offer was good. Design good. 20% conversion.
  15. 15. Increasing Sign-ups Reasons to give us information Establish credibility
  16. 16. What We Learned 2. People can be tricky - close the loopholes.
  17. 17. After: New Design - no access to free chart without double opt-in verification of email account. Subscription confirmation rate went from 50% to 70%.
  18. 18. What We Learned 3. Overwhelm them with value. • Not just one, but nine free e-Charts. Plus another one each week. • Counterintuitive: Giveaways help product sales in most cases.
  19. 19. What We Learned 4. Invite them to share with friends and they will. • Add urgency – limited time to share • Reassure privacy • Give ways to share 5. Test your customers’ tolerance. • Number of emails per week? • Best day of the week to send?
  20. 20. What We Learned 6. Add LOTS of self-advertising below the fold • Here’s an old email Conversion Rate = 0.22%
  21. 21. Here’s a new email that is 3 times longer • More products • Discounts • Related items Conversion Rate = 1.17% 5 times higher!
  22. 22. What We Learned 7. Provide a consistent look throughout sales process – show other products of interest.
  23. 23. What We Learned 8. A healthy email list requires work • Check deliverability (from 90% to 99% - solve problems with ISPs). • Segment subscribers (according to sources). • Track metrics (opens, clickthroughs, sales, date & time). Google Analytics is free. • Track value per name a year later. • Reengage inactive names by email AND snail mail. • Remove non-responsive email addresses. • Ask for a purchase in a low-key but clear way.
  24. 24. Results: Number of Online Visits and Orders Increased • Web visits tripled over 8 months • Our number of web orders in Jan-Apr 09 were nearly double the number in Jan-Apr 08 • The orders were smaller but our retail sales increased in 12 months by 20%. Online buyers buy less but more often. Lifetime value will probably be higher.
  25. 25. Results: Competitive Advantage Rose Publishing Publisher 1 Publisher 2 • Visits per month compared to two industry leading competitors as reported from compete.com
  26. 26. Gretchen Goldsmith CEO/President Rose Publishing, Inc. gretchen@rose-publishing.com Feedback, please! Five-question survey has link to handouts www.tinyurl.com/ecparose

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