2. ADVANSTAR Real Time E-mail Verification (REV) ANALYSIS
Project Completes REVed Emails New/ Unique Emails % REV to Completes %NewEmail to REVs
DealerExpo 4,990 1,625 1,625 32.57% 100.00%
Dental Lab Products 5,730 730 705 12.74% 96.58%
Dental ProductsReport 20,674 1,614 1,614 7.81% 100.00%
Drug Topics 34,561 4,084 1,929 11.82% 47.23%
License Global 2,816 130 130 4.62% 100.00%
License International Domestic 4,974 1,142 1,142 22.96% 100.00%
License International Japan 2,170 862 862 39.72% 100.00%
Magic Trade Show 71,726 12,327 12,034 17.19% 97.62%
MotorAge 30,681 3,103 1,669 10.11% 53.79%
MotorAge E-Products(Service Flash) 67,682 16,521 14,046 24.41% 85.02%
Pharmaceutical Technology 31,555 3,064 2,833 9.71% 92.46%
TOTAL 277,559 45,202 38,589 16.29% 85.37%
3. Email Excerpt fromRhonda Hughes
..........
To: Ron McKay
Subject: FW: Strategy Plan meetings recurring theme regarding marketingto obtain e-mail opt-ins
Sent: Sep 13, 2010 12:19 PM
Please read from the bottom up
The automotive strategy meeting caused a companywide initiative for more opt-ins. I mentioned e-mail confirmation below and
highlighted in yellow, but I didn’t spell it out how ADS uses REV; however, I just got off the phone with the directors and again
mentioned how ADS is a crucial opt-in partner with the automotive group because of their REV program. I just wanted to give you a
heads up because if we mandate this across the board, I might ask that you come back to Duluth and give a presentation on Real
Time Email Verification (REV) to the entire department and I would ask that Joy make it a mandatory meeting. Again, I’m not sure
how far this is going to go, but wanted to give you a heads up.
Here is what I have so far….
Current A.D. E-strategy:
- Quarterly e-mail appends for U.S. and International files
- E-mail captured on every A.D. campaign
- E-newsletter sign-up added to every A.D. campaign
- Profile forms now implemented across every product
- Safe Sender e-mails sent to questionable helds
4. - Engagement campaigns underway
- Confirmation E-mails sent after every on-line order should be cross promoting all e-products and include sign-up link(s) – this needs
to be confirmed with each ADM
- Thank you pop-up after every on-line order should be cross promoting all e-products and include sign-up links(s) – this needs to be
confirmed with each ADM
- E-mail address confirmation sent out to every new e-mail acquired via telemarketing – this needs to be confirmed with each ADM
- Proposal to “clean up” CI2, removing all Lyris Held e-mails from the CI2 systemso ADMs have a true sense of e-mail counts, which
then should result in aggressive efforts to start re-building the e-mails on CI2.
Automotive E-Strategy (in additionto the above):
- Print objectives reduced shifting our focus to e-products; therefore, shifting expenses to e-product list growth and opt-ins
- Acquired/Purchased e-mail records from outside source(s)
- E-products designed for particular market niches (right content, right user)
- Expenses allocated for e-product opt-ins ONLY! Single purpose efforts pull better than multiple purpose efforts (sign up for print,
digital, and/or e-newsletters all in one campaign)
- Designed a rotation schedule for non-engaged e-mail addresses, which will give non opt-ins an incentive to sign-up or they will
have a disruption in service
- Focusing on SAP engagement and e-product sign up at all industry events
- Proving opt-ins increase sales, we moved our e-newsletter deployment to IMS so leads can be tracked and sent to the advertisers
- “Soft Leads” for digital editions also send to the advertisers using a combination of resources; Nxtbook, Tracy White (ADM), and
IMS
5. From: Joy Puzzo
Sent: Friday, September 10, 2010 12:43 PM
To: Mike Alic
Subject: RE: Strategy Plan meetings recurring theme regarding marketing to obtain e-mail opt-ins
Excellent looking forward to addressing, also a key part of Jim Savas strategy is providing new content to the specifics segments so
maybe we can address that as well.Have a great weekend.
From: Mike Alic
Sent: Friday, September 10, 2010 12:25 PM
To: Joy Puzzo<jpuzzo@advanstar.com>
Cc: Francis Heid<fheid@advanstar.com>
Subject: Strategy Plan meetings recurring theme regarding marketing to obtain e-mail opt-ins
Hi Joy –
I’ll give you a call next week to discuss, but while it’s fresh in my mind I wanted to give you a heads-up. Joe asked me to convey that
as a matter of general policy we need to begin treating our efforts to obtain opt-in subscribers to our e-newsletters, digital editions,
e-mail alerts and other products delivered by e-mail with the same level of intensity and rigor that your team brings to reaching our
subscriber goals for our print magazines.
6. In concrete terms, I think this means being even more systematic in setting goals, setting budgets, and finding ways to optimize cost-
per-acquisition. I think Ronda’s efforts in driving opt-ins for specific segments of the automotive audience are a good example of
how we need to proceed.
Obviously, we’ll need to prioritize our efforts by product and to evaluate the resource demands.
Let’s discuss next week. Have a good weekend,
Mike Alic
Phone: 1 (212) 951-6642
7. ADVANSTAR VOLUME REBATE
REBATE CHART
$500,000 = 2.5% rebate or $12,500
$625,000 = 5.0% rebate or $31,250
$750,000 = 7.5% rebate or $56,250
$1,000,000 = 10 % rebate or $100,000
Rhonda Hughes
Other Advanstar ProjectsAudience Development Director
Type Date Amount Type Date Amount
ABRN Invoice 8/3/10- 10/22/10 $33, 306.00 Applied Clinical Trials Invoice 10/19/10- 10/26/10 $5,047.00
Dental Lab Products Invoice 11/11/10- 11/30/10 $8,502.29 Cosmetic Surgery Times Invoice 03/03/10- 04/27/10 $10,131.50
Dental Products Invoice 03/09/11- 07/20/10 $85,778.42 Dealer Expo Invoice 11/11/10-12/07/10 $4,214.70
License Global Exhibition Invoice 1/20/10- 04/27/10 $7,797.00 Dermatology Times Invoice 04/27/10 $1,576.91
Motor Age Invoice 1/20/10- 10/31/10 $303, 224.76 Drug Topics Invoice 2/9/10- 12/20/10 99, 936.35
Pharmaceutical Technology Invoice 3/4/10- 12/31/10 $73,143.55 DVM Magazine Invoice 02/23/10-04/12/10 23,954.00
Medical Economics Invoice 11/30/10- 12/28/10 24,098.81
TOTAL SPENT $511,752.02 168,959.27
8. From: Ronda Hughes
Sent: Thursday, January 06, 2011 2:06 PM
To: Joy Puzzo; Christine Shappell; Mark Rosen
Cc: Francis Heid
Subject: ADS Telemarketing Rebate
Good news! We are receiving $31,250 in rebates for 2011 telemarketing at ADS. The attached shows the publications ADS worked
on and how much each spent to reach the benchmark of $625,000. I need to know how you would like to manage this rebate. If we
go by the % of money spent by each publication and then apply that to the rebate it would work out as summarized below and
detailed in the attached. As you can see, some of the amounts are rather small, but hey… a buck’s a buck! Let me know if you want
me to break it out this way, or spread it across the top spenders, or…..
REBATE
ABRN = $1,581 DERM = $75
ACT = $240 DT = $4,234
CST = $481 DVM = $1,137
DN = $108 LCNS = $370
DLP = $404 MEDEC = $825
DPROD = $4,073 MA = $14,397
PT = $3,325
TOTAL = $31,250
