Selling Subscriptions Online


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A presentation for Marketing Sherpa\'s Selling Subscriptions Online conference in May 2008.

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Selling Subscriptions Online

  1. 1. When All the “Right” Things Go Wrong: How To Reinvigorate Email Sales Campaigns By Conducting an Intelligence Operation Aaric S. Eisenstein, Senior Vice President Publishing Stratfor Tuesday, May 13, 2008
  2. 2. What is Stratfor? <ul><li>A paid, non-partisan, private geopolitical intelligence service </li></ul><ul><li>For Members-only, think Dick Cheney but apolitical </li></ul><ul><li>Sales channels </li></ul><ul><ul><li>In-house email list </li></ul></ul><ul><ul><li>Membership extensions </li></ul></ul><ul><ul><li>Walk-up business </li></ul></ul><ul><ul><li>Sales through co-marketing partners </li></ul></ul>
  3. 3. Our Challenge – Anemic Sales Growth <ul><li>A tired list </li></ul><ul><li>Stale, deaf offers </li></ul><ul><li>Product quality deterioration </li></ul><ul><li>Exogenous factors </li></ul><ul><ul><li>Economic slowdown </li></ul></ul><ul><ul><li>Growth of blogs/opinion sites </li></ul></ul>
  4. 4. Our “Intelligence Operation” <ul><li>A simple survey to the in-house email list </li></ul><ul><li>Keep it personally relevant </li></ul><ul><li>“Stratfor Survey – 6 Quick Questions” </li></ul><ul><li>Make quantum decisions but learn iteratively from sales efforts </li></ul>
  5. 5. Keep it Personally Relevant <ul><li>Dear Stratfor Reader: We're working to make Stratfor Membership more on-point and relevant.  As part of this effort, we'd be most appreciative if you'd answer 6 very quick questions for us. Here is a link to the survey: Thanks so much for your help, and please don't hesitate to contact me directly if there's anything I can do to make your Stratfor experience even better. All best wishes, Aaric S. Eisenstein VP Publishing 512-744-4308 (Direct Line) </li></ul>
  6. 6. The 6 Questions <ul><li>1. How long have you been receiving free Stratfor emails? </li></ul><ul><li>2. How did you first find out about Stratfor? </li></ul><ul><li>3. Why did you sign up for the Stratfor free email list? </li></ul><ul><li>4. Please tell us what areas interest you. </li></ul><ul><li>5. If we were to offer special inducements to join Stratfor, what would most appeal to you? </li></ul><ul><li>6. What's kept you from joining Stratfor as a (paying) Member? </li></ul>
  7. 7. Dramatic & Clear Conclusions <ul><li>Committed readership – 2-3 years </li></ul><ul><li>Time constrained </li></ul><ul><li>Want “Quality of Mind” free of agenda </li></ul><ul><li>Price sensitivity </li></ul><ul><li>Overall response rate – 11% </li></ul><ul><li>Write-in answers – 20% </li></ul>
  8. 8. Before – No Wonder <ul><li>Have recent global events caught you by surprise or the headlines left you searching for more understanding? </li></ul><ul><li>After mainstream media tell you WHAT just happened, ever wonder WHY? </li></ul><ul><li>Stratfor members know. With Stratfor's network of worldwide intelligence sources and world-class analyses you will clearly understand what drives world events and shapes our future. Gain access to the kind of intelligence tools used by large corporate clients at rates you can afford with the flexibility you need. </li></ul><ul><li>Try the flexibility of our monthly ($24.95) or quarterly ($59.00) membership packages - at lower, more affordable rates - or our annual membership at a deeply discounted price of $199, available only through this offer. </li></ul>
  9. 9. After - Echo
  10. 10. Vote With Their Feet and Echo Some More <ul><li>“ Test” for a resonant message </li></ul><ul><li>Then hit it again </li></ul><ul><li>And when you’re “done”…. </li></ul>4.94% 22.34% Non-Partisan 3.63% 22.25% Saves Time Click Rate Open Rate Message
  11. 11. Pound It Again
  12. 12. So? <ul><li>Sales went up 13x </li></ul>
  13. 13. Lessons Learned <ul><li>Intelligence versus analysis </li></ul><ul><li>They want to tell you, don’t fear them </li></ul><ul><li>LISTEN to them, do what they tell you </li></ul><ul><li>Have some fun </li></ul>
  14. 14. Credits/Thank You <ul><li>Aaric S. Eisenstein, Stratfor </li></ul><ul><li>512-744-4308 </li></ul><ul><li>[email_address] </li></ul>