Wendy Reeves, Director of Customer Success, LEAP gives a sneak peek at what is on the agenda for LEAP and its client community in 2019.

1. October 15, 2018
2019 LEAP Roadmap

2. Overview
• Enhanced Targeted Growth Model with Email/Digital
Usage/Newsletter Data
• Improvements to Customer Lifecycle Marketing
• Addition of Churn Propensity Model as Standard Solution
• Continue Test-and-Learn Methodology
• Facilitate Interaction Among Client Community
• Focus on Engagement
• Focus on Newsletters
• Grow Email Lists

3. Enhanced Targeted Growth Model
• Goal to improve response rate on prospect Direct Mail and Telemarketing
• Added new data points to Targeted Growth Model
• Email address
• Web registration
• Newsletter sign up
• High Value has the highest LTV, retention and direct mail response rate

4. Digital Customer Lifecycle Marketing
Emails
Welcome Journey
• Day of Start Purchase confirmation from paywall provider (links to digital products, customer service contact
info)
• Day 2 Welcome - download app, website, e-edition, rewards
• Day 3 App detail - features/how to use the app
• Day 5 Get to know the website - most read content, photo galleries, videos
• Day 7 e-Edition - features/how to use the e-Edition
• Day 9 Connect - sign up for newsletters, text alerts, follow on social
• Day 11 Subscriber rewards
• Day 14 Voice promo - get news on Google/Alexa
• Day 16 Letter from the editor
Renewal Journey
• Assume all digital subs are on auto-renew – no pre-expire emails needed
• CC Expire email
• CC Decline email
• Renewal emails will depend on number of grace days for digital subs

5. Enhance Print Customer Lifecycle Marketing Emails
• Optimize timing of welcome emails
• Add additional welcome emails (note from editor, newsletter sign-up,
voice promo)
• Journey for EZ Pay vs. PBM customers
• Journey for activated vs. not activated customers

6. Churn Propensity Model
• Developed predictive churn model with data from two
clients
• Validate model and intervention messaging before roll-
out
• Generate weekly report with churn score for each
customer
• Highest churn scores will get a direct mail piece and an
email
• Middle churn scores will get an email
• Control group will get no communication
• Measure results to determine if intervention is successful
• Standard solution introduced to all clients by end of Q1,
2019

7. Test-and-Learn Methodology
• Direct Mail
• Test best performers against control
• Offer testing in 2019
• Take email learnings and apply to DM
• Email
• Subject lines
• Call to action
• Offer
• Preheader text
Test
Improve Analyze
Learn

8. Test-and-Learn Methodology
Email Testing Results
• Longer term had better click through for formers
• Weekly rate vs. term rate – mixed results
• % off vs. $ savings – mixed results
• Evening has higher open rates than afternoon sends
• Question in subject line had better open and click through rate

9. Test-and-Learn Methodology
Open Rate Word Cloud

10. Test-and-Learn Methodology
Click Rate Word
Cloud

11. Interaction Among Client Community
• Be a resource for each other
https://basecamp.com/2296495/projects/1588474
5
Ask questions
Share success stories
Someone has already been
through it, so just ask
• Client directory with bios
• Web series

12. Focus on Engagement
• Engagement is a key to retention improvement
• Daily e-edition email and newsletters
• Offer more opportunities for your customers to engage with your content
• Tease new content, premium sections or evergreen content
• LEAP has email template for content promotion
• You provide content, we build and send or we can train you how to build
and send

13. Focus on Engagement

14. Focus on Newsletters
• Newsletters sign-ups are your best leads for paid conversion
• Make newsletter sign-ups a feature on your website
• Promote in stories
• Promote as part of metering messages
• Promote via social
• Curated content vs. RSS feeds

15. Focus on Newsletters

16. Focus on Newsletters

17. Focus on Newsletters

18. Focus on Newsletters
• Automated journey for new newsletter sign-ups
• First 60 days exclude from other acquisition offers
• Content-driven – reminding readers of your worth and why they signed
up
• Understand their needs – offer value and solutions
• Offer something valuable for free (free report, evergreen content,
exclusive offer or discount)
• Toot your horn – testimonials proving your credibility and usefulness
• Then move to a subscription ask using content as your selling point
• After journey move into regular monthly acquisition program

19. Grow Email List
• Have to feed your email database
• New newsletter sign-ups have the highest conversion rate
• New contest sign-ups another good lead source
• Lead magnets – ask a question, provide answer in exchange for email
address
• Promote on your site or social
• What are 10 best new restaurants in the area you should try?
• What can you do with the kids this weekend?
• What are the 5 best new TV shows you don’t want to
miss this fall?
• What are 5 best hikes in the area?

20. Your turn!
What’s on your
mind for 2019?