How would you rate your organization’s ability to acquire and retain a deeply engaged digital audience? If you’re like most publishers, your website visitors come and go and your e-edition subscribers probably aren’t spending as much time in your content as you’d like them to. To help you solve this problem, Olive Software is pleased to share this slide deck from our webinar focusing on audience acquisition and retention featuring the following industry experts: ** Linda Schaible, VP of Marketing & Audience Development at the Houston Chronicle ** John Rockwell, Director of Subscription Sales and Retention at the San Francisco Chronicle This session will be loaded with valuable facts and figures gathered from the audience engagement tactics these two Hearst papers have employed over the years. Here are just a few of the topics Linda and John cover: ** Successful techniques to acquire new readers ** How to increase reader engagement ** Optimizing email alerts and newsletters

1. 1
Secrets of Audience Acquisition & Retention
Creating Digital Product Success

2. 2
Acquisition Across Your Subscriber Base & Beyond
• Key subscriber acquisition strategies – what’s
working now …
 Short-term “sales” events (72 hour sale)
 Social media
• Sponsored “content” ads in FB timeline exploiting
“custom audiences”
 Daily deals (excellent way to sell “new” households)
 Better use of every customer “touch-point”
• Your best customers will pay more!
 Bundling digital components & value proposition
(platform agnostic)
 Smarter offers and pricing
• Longer-term “all-digital” subscriptions are
improving retention

3. 3
Acquisition Across Your Subscriber Base & Beyond
• Lead generation
 Leverage CRM capabilities to capture and exploit leads across channels
 Test multiple free trial (sample) programs
• Aggressively promote conversion to paid
• Cross-Promotion Leveraging Your Biggest Megaphone

4. 4
eEdition As Part Of Our Premium Product Solutions

5. 5
eEdition Interface As Marketing Tool

6. 6
San Antonio Adds eBooks To Mix

7. 7
Connecticut Creates Digital-Only Sections
13% Lift in
eEdition
usage
when a
digital-only
section is
available and
promoted

8. 8
Traffic-Driving Tips To Increase Engagement
• Consistent Schedule of Emails
 Top Stories (100K)
 Weekend Preview (120K)
 Daily eEdition (180K)
 Other: Activation & Member VIP Events
• Best Practices
 All drive to all premium products
(iPad, Premium site, eEdition)
 Monitor opt-outs for stale content
 Create goals:
• Open Rate (Opens/Delivered) 22.0%
• Click-Thru Rate (Clicks/Delivered) 4.0%
• Click-To-Open (Clicks/Opens) 16.5%
Opt-Out Only 0.06%

9. 9
Expand The Audience To Drive Engagement
August membership featuring Levi's Stadium tours, photo8g/r2a0p/1h4y,, w4:i5n9e ,P thMeater and more!
[ view this email in your browser ]
John Rockwell,
We hope you have been enjoying the first month of your fr ee San Francisco
Chronicle membership! We have even more exciting ideas up our sleeves and look
forward to sharing great experiences and providing more value to your
subscription than ever before.
You were one of the first to test out our membership pr ogram (thank you!) and
based on your feedback we have now launched the pr ogram out to all Chronicle
subscribers. The membership section can now be accessed from the main
navigation bar anywhere on SFChronicle.com and you will see more
announcements and reminders in your paper in the weeks to come.
Many of you have asked for updates and our goal is to keep you informed without
clogging up your inbox. You can expect a monthly email from us to announce new
offers that we think will interest you. You may always unsubscribe below if you
prefer to not receive any additional communications.
NEW OFFERS THIS WEEK:
Sport fans
Grab limited tickets to a private Chronicle tour at the brand-new Levi's stadium
this Wednesday, before it opens to the public.
Photography lovers
Don't miss "The Valley/El Valle: Photo-essays from California’s Heartland" tour led
by exhibit curator, Ann Jastrab, and San Francisco Chronicle Director of
Photography, Judy Walgren.
Wine connoisseurs
Join Chronicle wine editor Jon Bonné for a private tasting of the best r osé made
in California on August 26.
Deal seekers
Save 50% on tickets to American Conservatory Theater's annual sell-out
production of "A Christmas Carol" thru August 13.
Plus much more! Visit sfchronicle.com/membership now to see what else will
pique your interest and email us your thoughts and questions at
membership@sfchronicle.com.
Thanks you for continuing your San Francisco Chronicle subscription and we look
forward to connecting with you soon.
Best,
The San Francisco Chronicle Membership Team
100% satisfaction guaranteed
If, at anytime, you’r e not 100% satisfied with your San Francisco Chr onicle subscription, simply
cancel and get a refund of your un-used subscription balance.
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This email was sent to jrockwell@sfchronicle.com because it is associated with an active San Francisco
Chronicle subscription that is opted in to r eceive emails about membership benefits.
View our privacy policy.
San Francisco Chronicle | 901 Mission St, San Francisco, CA 94103
Unsubscribe from future membership related mailings.
http://enews.mg2mail.com/q/aFQ8YHbEWLQ4hYsgjgn-X8SaKcxRdPLargWeN 1klEIFBRkzB3QnKQFSnEiYLfv
• Expanded e-Newsletter Program
 Daily e-edition (75K)
 180% increase in e-edition usage
 470% increase in mobile e-edition
usage
 Premium recap (75K)
 Expanded to 3X weekly
 Membership: events (20K)
• Driving “sold-out” free and paid events
• Expanded Distribution
• Newsletters to all active subscribers
• 370% increase in volume of opens
• Goals
• Open rate goal = 30%
• Click thru rate goal = 7%
• Click to open rate goal = 34%

10. 10
Experiment & Iterate
Average 8,700 Average 10,000
(2 weeks after redesign)
Average 5,600

11. 11
Optimize Your Email Programs
• Frequency
 Track your open and click-thru percentages
 Track your opt-outs
• Maintaining Your List
 Keep a global Do Not Email list and apply it
 Keep separate opt-out lists for each email type
 Separate subscriber list from advertiser third party programs
 Get “aligned” with evolving permission, privacy and email laws
• Reacquisition after opt-out:
 Special coverage
 Member-only offers/benefits

12. 12
Questions