– Cross-selling and List Revenue

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– Cross-selling and List Revenue

  1. 1. How to Make Each Subscriber More Profitable – Cross-selling and List Revenue More data on this topic available from:: Ari Gersen Web Marketing Director Boardroom.com Monday, May 7, 2007 About Boardroom  5 Newsletters  Health/Alternative Healing  Personal Finance/Tax/Retirement  1,060,494 total subscribers  E-letters:  Daily Health News  Bottom Line Secrets • 3x/week free e-letters • 700,000 subscribers  Books More data on this topic  2 Annual continuity programs available from::  25 additional books  Leader in database marketing  7,000,000 names  Boardroom does not accept advertising © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 2 1
  2. 2. The Challenge: Monetizing the Names  Back-end product sales drive revenue  Subscriptions / Book sales sold via Email • 1 dedicated blast/week • 23 promotional slots in free e-letters/week  Direct mail • 50 mailings/year  Very profitable business More data on this topic  However… available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 3 Back-end Sales…the Limitations  Cross-selling house products to internal database has limitations  Finite number of products  Creative fatigue • 24 promotional slots/week in email • 25 products • Promotion/product overexposure sets in  Assuming relatively low attrition, list of More data on this topic available from:: products must grow along with file size  Challenge: Locate products to market with existing resources © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 4 2
  3. 3. Back-end Sales…the Upside  Solution: Develop partnerships to market 3rd party products  Complimentary products  High-quality  Must have strong creative  Revenue potential must mirror house product More data on this topic available from::  You can set the rules  50/50 net—profit is similar to house product © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 5 E-letter promotional sample Product teased as editorial Advertorial text ad embedded in eletter More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 6 3
  4. 4. Branded 3rd Party Landing Page Partner landing page branded as DHN Long-form sales copy similar to Boardroom’s More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 7 Revenue Sharing Partnership Tips  Find partners with multiple products  Accounting set-up  Relationship building  Too much for one-offs  Be selective  Products reflect your brand, maintaining integrity leads to long term profitability and growth  Tie the product to your brand More data on this topic available from::  Endorsed mailings  Co-branding in promotions and on order pages © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 8 4
  5. 5. List Rental: What is the Market?  CPM payment structure  $90-120 average  Premium for demographic targeting  Note: Email + postal carries premium More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 9 List Rental: Evaluating Potential  Who are your customers?  List size • 25K minimum requirement • Growth rate?  Demographics  Psychographics  Assess the market? More data on this topic  Similar organizations renting list available from:: • Examine competitor’s rates • Learn about their list management  Tap into list broker expertise © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 10 5
  6. 6. List Rental: Where do I start?  Database maintenance  Who manages the data • Internal • Fulfillment center/service bureau  What level of demographic data is required • Front end collection • Demographic overlays  List sales/marketing More data on this topic available from:: • Internal sales department • List broker © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 11 List Rental: Data Card Elements List Segments: Active Status List segments CPMs Product Price Point Source Information Demographic Split More data on this topic available from:: List segment CPMs © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 12 6
  7. 7. Thank You Ari Gersen Boardroom.com agersen@boardroom.com More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 13 7

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