more data on this topic available from:: how to make each subscriber more profitable –...
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How to Make Each Subscriber More Profitable – Cross-selling and List Revenue
Ari GersenWeb Marketing DirectorBoardroom.comMonday, May 7, 2007
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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 2 Annual continuity programs 25 additional books
Leader in database marketing 7,000,000 names
Boardroom does not accept advertising
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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 However…
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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 products must grow along with file size
Challenge: Locate products to market with existing resources
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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 You can set the rules
50/50 net—profit is similar to house product
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E-letter promotional sample
Product teased as editorial
Advertorial text ad embedded in
eletter
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Branded 3rd Party Landing Page
Long-form sales copy similar to Boardroom’s
Partner landing page branded as
DHN
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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 Endorsed mailings Co-branding in promotions and on
order pages
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List Rental: What is the Market?
CPM payment structure $90-120 average Premium for demographic targeting Note: Email + postal carries
premium
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List Rental: Evaluating Potential
Who are your customers? List size
• 25K minimum requirement• Growth rate?
Demographics Psychographics
Assess the market? Similar organizations renting list
• Examine competitor’s rates• Learn about their list management
Tap into list broker expertise
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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• Internal sales department• List broker
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List Rental: Data Card Elements
List segments CPMs
Product Price Point
List segment CPMs
Source Information
Demographic Split
List Segments: Active Status
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Thank You