The document discusses strategies for building email databases and growing audiences through email marketing. It provides examples from newspapers that have successfully grown their email lists and marketing revenue through contests, deals, and promotions. Specific case studies are presented that show how contests and promotions around things like pizza increased email list sign-ups and engagement substantially. Best practices are outlined around using deals, contests, and leveraging existing online and offline assets to maximize email list growth.
Fundraisers and charity organisations in Australia seem to mostly believe that older people are not online and don't give that way - but we wondered if this had changed because of the COVID-19 pandemic. So we did some research to find out if older donors give online?
Football is an incredible opportunity for local media companies, and we have consistently seen our partners bring in more than $100K in revenue with football promotions. Interested in learning more about how you can make the most of football season?
One of the best ways to succeed with promotions is to form a year-long strategy and build an integrated calendar, but it's just as important to revisit that calendar at the beginning of each quarter to fill in the details.
Second Street hosted our annual Promotions Summit in early June. This two-day event explored the best practices for media professionals to drive revenue, grow email databases, and engage their audience with online promotions.
At the NAB Small Market Television Exchange 2013, Matt Coen presented on a panel on how to drive revenue with social media. Here is his deck that covers Facebook contesting, deal cards, and ballot promotions.
One of the best ways to succeed with promotions is to form a year-long strategy and build an integrated calendar, but it's just as important to revisit that calendar at the beginning of each quarter to fill in the details.
Fundraisers and charity organisations in Australia seem to mostly believe that older people are not online and don't give that way - but we wondered if this had changed because of the COVID-19 pandemic. So we did some research to find out if older donors give online?
Football is an incredible opportunity for local media companies, and we have consistently seen our partners bring in more than $100K in revenue with football promotions. Interested in learning more about how you can make the most of football season?
One of the best ways to succeed with promotions is to form a year-long strategy and build an integrated calendar, but it's just as important to revisit that calendar at the beginning of each quarter to fill in the details.
Second Street hosted our annual Promotions Summit in early June. This two-day event explored the best practices for media professionals to drive revenue, grow email databases, and engage their audience with online promotions.
At the NAB Small Market Television Exchange 2013, Matt Coen presented on a panel on how to drive revenue with social media. Here is his deck that covers Facebook contesting, deal cards, and ballot promotions.
One of the best ways to succeed with promotions is to form a year-long strategy and build an integrated calendar, but it's just as important to revisit that calendar at the beginning of each quarter to fill in the details.
Football is an incredible opportunity for local media companies, and we have consistently seen our partners bring in more than $100K in revenue with football promotions. Interested in learning more about how you can make the most of football season?
Quizzes are an unique solution that will drive an immense amount of traffic to your – or an advertiser’s – website. Plus, they are incredibly social and shareable, and can reach either a broad or a niche audience, depending on the topic.
Survey from Borrell Associates reveals email is key, digital advertising is in prime spot for growth within SMBs + how you can be prepared to take advantage of this huge opportunity.
Take an in-depth tour and training of our core tools, learn to harness GlobalGiving’s GG Rewards program to help your organization reach Superstar status, and how to improve your visibility and fundraising on GlobalGiving
New Donor Trends: Why donor retention is key in 2013 with Chuck LongfieldBlackbaud Pacific
In this webinar Chuck Longfield, Senior Vice President and Chief Scientist at Blackbaud, discusses the importance of donors to your organisation and provides advice on how you can improve your donor retention.
View the recording for this webinar online at: https://www.blackbaud.com.au/notforprofit-events/webinars/past
A quick guide for new nonprofit online fundraisers to help get clarity and gain confidence. This deck features best practices for successful campaigns and how to build a marketing toolkit as well as ideas for content and fundraising email campaigns.
Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.
Donor acquisition is crucial for the future growth and longevity of nonprofits. If you are unable to replace your lost donors with new ones, it won’t be long before you’re left with no supporters.
Football is an incredible opportunity for local media companies, and we have consistently seen our partners bring in more than $100K in revenue with football promotions. Interested in learning more about how you can make the most of football season?
Quizzes are an unique solution that will drive an immense amount of traffic to your – or an advertiser’s – website. Plus, they are incredibly social and shareable, and can reach either a broad or a niche audience, depending on the topic.
Survey from Borrell Associates reveals email is key, digital advertising is in prime spot for growth within SMBs + how you can be prepared to take advantage of this huge opportunity.
Take an in-depth tour and training of our core tools, learn to harness GlobalGiving’s GG Rewards program to help your organization reach Superstar status, and how to improve your visibility and fundraising on GlobalGiving
New Donor Trends: Why donor retention is key in 2013 with Chuck LongfieldBlackbaud Pacific
In this webinar Chuck Longfield, Senior Vice President and Chief Scientist at Blackbaud, discusses the importance of donors to your organisation and provides advice on how you can improve your donor retention.
View the recording for this webinar online at: https://www.blackbaud.com.au/notforprofit-events/webinars/past
A quick guide for new nonprofit online fundraisers to help get clarity and gain confidence. This deck features best practices for successful campaigns and how to build a marketing toolkit as well as ideas for content and fundraising email campaigns.
Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.
Donor acquisition is crucial for the future growth and longevity of nonprofits. If you are unable to replace your lost donors with new ones, it won’t be long before you’re left with no supporters.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Measuring and Managing Donor Commitment to Raise More MoneyJann Schultz
Presented by Jann Schultz and Josh Whichard. Lots has been said about the need to create, maintain and grow donor relationships. What has been missing is an empirical, proven framework to measure the strength of the donor relationship AND identification of the touch points and actions your organization can take that influence donor attitudes. Learn insights that are a requirement for organizations to plug their leaky bucket in order to re-establish a path of sustainable long-term revenue growth.
Turn Up Your Fundraising to 11 with FirstGivingFirstGiving
There is more to FirstGiving than ever before! This webinar introduces the suite of FirstGiving products and partner solutions. Learn about what FirstGiving has to offer, and how you can reach more donors, raise more money, and do more for your mission in 2011.
With a million things on your plate and tons of ideas to consider, we’ve cut through the distractions to highlight four ideas you need to sell right now! In this 30-minute webinar, we’ll walk you through proven ideas, how to sell them, the advertisers to target, and all the resources you need to make it even easier to drive significant revenue.
Maximize Revenue & Renewals from Your Advertiser Lead-Gen CampaignsUpland Second Street
Lead-gen campaigns unlock an unlimited number of advertiser opportunities. Now while more businesses than ever are within your reach, are you reaching out to the top advertisers? See how you can make the right pitch to the right advertisers to maximize your results and drive renewals.
Fine Tune Your Best Of Strategy to Maximize Revenue & EngagementUpland Second Street
Learn the ins-and-outs of optimizing your ballot for success, maximizing your ad sales strategies, and prospecting businesses from nomination to winners phase. Hear top trends among our most successful Best Of campaigns to level up your strategy, get your whole company and community excited, and drive significant revenue.
Coming out of the challenges of last year, 2021 is poised to see the largest increase in advertising budgets ever. And promotions will be leading the charge. Your sales reps need to be talking to advertisers to plan their ad spend right now. Find out what to say – and how to say it – to make sure your media company is fully prepared to grab big dollars during the brewing promotions explosion!
How to Ensure Maximum Success from Recurring Revenue CampaignsUpland Second Street
Securing reliable, steady revenue is more important than ever. From covering the key steps of a perfect pitch to creating a successful long-lasting campaign, we’ll give you all the details to create a recurring revenue campaign optimized to deliver big dollars all year long.
At the 12th Annual Second Street Awards we recognized excellence across more than 4,000 media partners. With 28 categories, we shared the top promotions and email stories of 2020. This year was challenging to say the least, but the successes were bigger than ever!
Whether you’re new to promotions and interactive content, or you’re looking for ways to build on your annual revenue, it’s time to maximize your opportunities this fall.
In this webinar, we break down the opportunities month-by-month and provide you with advertisers to target, case studies for inspiration, and tips and best practices to help you succeed this fall.
While many media companies experience a dip in their revenue during the summer months, it doesn't have to be that way. By filling your summer calendar with a good mix of promotions, you can heat up your summer revenue.
40 million Americans fill out a college basketball bracket each year. Make the most of the madness by complementing your bracket with a star-studded lineup of basketball promotions that will engage your audience.
As a newspaper or magazine, you have a large audience and a nearly unlimited inventory. You can leverage the power of print to achieve maximum results with your online promotions.
Planning a calendar is key to success, revenue, and engagement with promotions. This webinar will help you brainstorm and build a year-long calendar that's built for success in 2016.
Football is an incredible opportunity for local media companies, and we have consistently seen our partners bring in more than $100K in revenue with football promotions. Interested in learning more about how you can make the most of football season?
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
1. Economics of Building Email Databases
New York Press Association Conference
April 2013
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 E
New 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 E
New 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 E
New 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 E
New 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 E
New 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 E
New York Press Association Conference 2013
9. Our Partners
2,800 media companies
New York Press Association Conference 2013
10. Why Online Promotions?
In Billions
Source: Borrell Associates
New York Press Association Conference 2013
11. Case Study: GateHouse Media
2012 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 E
New York Press Association Conference 2013
13. Case Study: GateHouse Media
Cutest 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 Media
Pro 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” publication
New 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 sales
New 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 grow
New York Press Association Conference 2013
18. Why Email Marketing?
Direct
Marketing
Contests Deals
Email
Ads
New 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 funnel
New 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 E
New 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
Promotions
New York Press Association Conference 2013
22. IMPORTANCE OF EMAIL FOR
PROMOTIONS
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 E
New 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 E
New 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 2011
New 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 E
New 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 E
New 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 E
New 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 E
New 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 E
New 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 E
New 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
engagement
New 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 5
New 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 Run
New York Press Association Conference 2013
34. Case Study: Tracking Links
Background
• The Washington Post Top Revenue Generating Links
• Tracks all online efforts
through Tracking Links
93% of Revenue
from Organic
Email List
New York Press Association Conference 2013
35. Case Study: Tracking Links
Top Non-Organic Email
Revenue Generating Links
Background
Google Ad Words
• The Washington Post 8% Twitter
1%
• Tracks all online efforts
through Tracking Links
Affiliate Sites
40%
Internal Email Lists
Highlights 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 E
New 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 E
New 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 E
New 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 E
New York Press Association Conference 2013
40. BEST PRACTICES FOR
GROWING YOUR EMAIL LIST
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 E
New York Press Association Conference 2013
41. GREAT DEALS WILL ALWAYS DRIVE
EMAIL GROWTH
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 E
New 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 Deals
New 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
Seasonality
New York Press Association Conference 2013
44. LEVERAGING INTERNAL ASSETS TO
MAXIMIZE LIST GROWTH
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 E
New York Press Association Conference 2013
45. Strategies for Growing Your List
“Every touch point with a consumer is
an opportunity to capture an email.”
• Tim D’Avis, Digital Director, Quad-City Times and Director of
Digital Media, Lee Enterprises
New 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
Facebook
New York Press Association Conference 2013
50. CONTESTS TO GROW YOUR
ORGANIC LIST
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 E
New York Press Association Conference 2013
51. Use Contests to increase your General List
Size
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
Manager
New York Press Association Conference 2013
52. Case Study: Building Your Deals List Using
Sweepstakes
Herald-Review.com
• Length of campaign:
8 weeks
• Promoted in print &
online
• Key strategy for rest
of year to continue
growth
360% Deals
List Growth
New York Press Association Conference 2013
53. Case Studies: Building Your Deals List
Using Facebook
ABC 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 program
New York Press Association Conference 2013
54. PIZZA PROMOTION TAKES D.C. BY STORM
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 E
New 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 market
New 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 Post
Pizza 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-Win
New York Press Association Conference 2013
60. USE INCENTIVES TO
MAXIMIZE YOUR LISTS
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 E
New 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 purchase
Benefits
• Applies to new customers only
• Users with credit 3x more likely to buy
• Reward users for engaging with your brand
New York Press Association Conference 2013
62. Refer-a-Friend: Case Study
Background
• WCHL, Chapel Hill
• Offering $5 Refer-a-Friend
credit
• Launched April 2011
Results
• 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 purchase
Benefits
• 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 take
New York Press Association Conference 2013
64. Case Study: Promotional Codes
Background
• 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 code
Results
• 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
size
New 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 E
New York Press Association Conference 2013