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Economics of Building an Email Database: NYPA

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Matt Coen's presentation on the Economics of Building an Email Database at the 2013 New York Press Association Conference.

Matt Coen's presentation on the Economics of Building an Email Database at the 2013 New York Press Association Conference.

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  • 1. Economics of Building Email Databases New York Press Association Conference April 2013D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 2. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 3. Who We AreNew York Press Association Conference 2013
  • 4. secondstreetlab.comNew York Press Association Conference 2013
  • 5. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 6. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 7. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 8. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 9. Our Partners 2,800 media companiesNew York Press Association Conference 2013
  • 10. Why Online Promotions?In Billions Source: Borrell Associates New York Press Association Conference 2013
  • 11. Case Study: GateHouse Media2012 Contest Calendar Marketing Revenue Initiative Market Initiative Date Revenue Cutest Babies January $315,000 Big Game Challenge January-February $115,505 Red Carpet Challenge February $58,674 College Basketball March $300,100 Salute to Nurses April-May $214,000 Mother’s Day April-May $65,000 The Pet Show June $71,547 Football August-October $964,000 Reader’s Choice September-November $635,000 New York Press Association Conference 2013
  • 12. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 13. Case Study: GateHouse MediaCutest Babies• Results – 2012: $300k – 2,400 submissions – 3.2 MM votes – 25k deal opt-ins – 83K registered users – 5.7 MM page views – 20% increase in monthly traffic!New York Press Association Conference 2013
  • 14. Case Study: GateHouse MediaPro Football• Results – 2011: $350K • Pro Football Pickem – 2012: $950K • Pro, College, High School and Super Bowl Games • 170% revenue increase! • Larger properties generate $50k- $100k each • Smaller properties generate $12- 15k each• Packaged with “Pro Football Weekly” publicationNew York Press Association Conference 2013
  • 15. Quad-City Times’ Get It Today• Launch of deals was aha moment of power of email• Deals dramatically moved needle for salesNew York Press Association Conference 2013
  • 16. Agency Contests• Quad-City Times – Results: • Have 7 live advertiser contests right now • Range from $5K - $15K • Building email list and fan count for local advertisers (2,000+ fans)New York Press Association Conference 2013
  • 17. Why Email Marketing?• Generate New Revenue: – Track to cross $3MM this year from email – $500K directly from contests – Over $2MM from deals – Direct marketing email for advertisers is a six figure business – Email sponsorship revenue is small, but beginning to growNew York Press Association Conference 2013
  • 18. Why Email Marketing? Direct Marketing Contests Deals Email AdsNew York Press Association Conference 2013
  • 19. Why Email Marketing?• Email Acquisition: – new way to learn more about audience & sell marketing service – Getting permission to market to consumers is critical• Don’t think of email marketing as a funnelNew York Press Association Conference 2013
  • 20. WHY NEWSPAPERS?D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 21. Why Newspapers? Affluent & Trusted Info Valuable Source Audience Ongoing Ad Key Client Options Relationships Multiple We’re Local Newspaper Media PromotionsNew York Press Association Conference 2013
  • 22. IMPORTANCE OF EMAIL FOR PROMOTIONSD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 23. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 24. Groupon’s Investment in Subscriber Acquisition Key Stats: • $179 million spent online on subscriber acquisition in Q1 2011 • Signed up over 32.5 million new subscribers in Q1 2011 • Over $1 million investment per market in Q1 2011New York Press Association Conference 2013
  • 25. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 26. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 27. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 28. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 29. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 30. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 31. Email List Types: Quality Over Quantity• Organic List – Opted-in to get Daily Deal email; best and most engaged• Promotional List – Users who have sign-up for contests, savings, and Organic Value promotions• General or Circulation List – Key list to market to; a list loyal Promotional to your company• Purchased List General – List acquired from 3rd party; very low value and low Purchased engagementNew York Press Association Conference 2013
  • 32. Go Organic!• Your Organic opt-ins General Email CTR Organic CTR are more valuable because they have a much higher Click- Through-Rate than a General opt-in. 8.7% 9.8% 6.6% 6.7% 5.7% 3.5% 2.4% 2.0% 1.6% 1.9% Email 1 Email 2 Email 3 Email 4 Email 5New York Press Association Conference 2013
  • 33. Email List Size & Revenue Impact Stone Bridge Golf Course 40,000 600 35K Emails S 35,000 500 a L 30,000 l i 400 e s 25,000 s t 513 20,000 Sold 300 15K Emails V S 15,000 o i 200 l z 10,000 205 u e 100 5,000 Sold m e - 0 1st Run 2nd RunNew York Press Association Conference 2013
  • 34. Case Study: Tracking LinksBackground• The Washington Post Top Revenue Generating Links• Tracks all online efforts through Tracking Links 93% of Revenue from Organic Email ListNew York Press Association Conference 2013
  • 35. Case Study: Tracking Links Top Non-Organic Email Revenue Generating LinksBackground Google Ad Words• The Washington Post 8% Twitter 1%• Tracks all online efforts through Tracking Links Affiliate Sites 40% Internal Email ListsHighlights 31%• Affiliate Sites for Regional travel deals• Aggregator site Display 5%• Various types of paid media• Marketed to internal lists Facebook Ads Deal Aggregator 6% Blog 7% 2%New York Press Association Conference 2013
  • 36. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 37. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 38. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 39. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 40. BEST PRACTICES FOR GROWING YOUR EMAIL LISTD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 41. GREAT DEALS WILL ALWAYS DRIVE EMAIL GROWTHD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 42. Great Deal = More Email Sign-ups 600 500 400 520 300 200 100 135 0 Avg. Daily Sign-ups Avg. Sign-up for Top 10 DealsNew York Press Association Conference 2013
  • 43. Deal Appeal Checklist Brand Recognition Location Audience Appeal Deal Uniqueness Pricing & Discount Restrictions Multiple Quantities Expiration Date Deal Category SeasonalityNew York Press Association Conference 2013
  • 44. LEVERAGING INTERNAL ASSETS TO MAXIMIZE LIST GROWTHD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 45. Strategies for Growing Your List“Every touch point with a consumer isan opportunity to capture an email.”• Tim D’Avis, Digital Director, Quad-City Times and Director of Digital Media, Lee EnterprisesNew York Press Association Conference 2013
  • 46. Traditional MediaNew York Press Association Conference 2013
  • 47. Offline and OnlineNew York Press Association Conference 2013
  • 48. WidgetsNew York Press Association Conference 2013
  • 49. Email Sign-up Opportunities• Give users as many ways to sign-up as possible – Main site newsletter registration page – Email capture form on FacebookNew York Press Association Conference 2013
  • 50. CONTESTS TO GROW YOUR ORGANIC LISTD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 51. Use Contests to increase your General ListSize WJW-TV Cleveland • 95,923 sign-ups Our Contest “was the single best way for us to grow our e-blast database!” -Jenny Kershaw, Internet Sales ManagerNew York Press Association Conference 2013
  • 52. Case Study: Building Your Deals List UsingSweepstakesHerald-Review.com• Length of campaign: 8 weeks• Promoted in print & online• Key strategy for rest of year to continue growth 360% Deals List GrowthNew York Press Association Conference 2013
  • 53. Case Studies: Building Your Deals List Using FacebookABC 15• Phoenix, AZ – Facebook Contests – Like-gate your contest to grow Likes as well as your deals email list – Social and Viral exposure for your deals programNew York Press Association Conference 2013
  • 54. PIZZA PROMOTION TAKES D.C. BY STORMD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 55. The Washington Post• Promotional giveaways to drive email sign-ups – Company: The Washington Post & The Capitol Deal – Deal Partner: Papa John’s – Offer: Free Large One-Topping Pizza and Delivery – Contest: Win Pizza for a Year New York Press Association Conference 2013
  • 56. The Washington Post• Pizza Promotion Goals – Increase email subscriber list for The Capitol Deal – Raise trial and awareness of PapaJohns.com – Generate Buzz for The Capital Deal in a crowded deals marketNew York Press Association Conference 2013
  • 57. The Washington Post• Pizza Promotion Schedule – The Washington Post used all internal and external channels to promote the offer – Washington Post and Express Subway papers wrapped first day of promotion – 750,000 emails – FB and Google PPC Buy – Twitter push – PR Push New York Press Association Conference 2013
  • 58. The Washington PostPizza Promotion Execution• Deal ran for three days• Promotion leveraged both deals and contests.• Social Boost was a difference maker: – Rewarded users for sharing with bonus entries – After submission they are given referral link – Configurable where X referrals gets them X bonus entries – 1 in 4 entries came via Social Boost New York Press Association Conference 2013
  • 59. The Washington Post• Pizza Promotion Results – 132K pizzas were claimed – 65% of participants became NEW Daily Deal subscribers – 25% of claimed pizzas came through Social Boost – Papa John’s trended on Twitter – Win-Win-WinNew York Press Association Conference 2013
  • 60. USE INCENTIVES TO MAXIMIZE YOUR LISTSD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013
  • 61. User Incentive Options Credits for Refer-a-Friend: User gets credit when they refer a friend or family member who is new to the program and makes their first purchaseBenefits• Applies to new customers only• Users with credit 3x more likely to buy• Reward users for engaging with your brandNew York Press Association Conference 2013
  • 62. Refer-a-Friend: Case StudyBackground• WCHL, Chapel Hill• Offering $5 Refer-a-Friend credit• Launched April 2011Results• 207 new buyers• $1,035 in credits given• New buyers generated $10,871• ROI = $9,836 New York Press Association Conference 2013
  • 63. User Incentive Options Promotional Codes: A code given to users that offers a discount on a purchaseBenefits• Easy way to market to new and current customers• Codes can be branded for promotional tie-ins• Gives you the flexibility to define the action you want them to takeNew York Press Association Conference 2013
  • 64. Case Study: Promotional CodesBackground• KCRG & The Gazette• Realized only 30% of subscribers had made a purchase• Created code “LUCKY” & emailed $5 credit to non- purchasers• Users had 30 days to use codeResults• Increased purchasers to 40%• Converted non-engaged users into active users New York Press Association Conference 2013
  • 65. Set Goals for Growth• Create measurable goals• Communicate goal with team and work together towards it• Be realistic and base goals on your market sizeNew York Press Association Conference 2013
  • 66. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013