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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 • • Books More data on this topic available from:: 2 Annual continuity programs 25 additional books Leader in database marketing 3x/week free e-letters 700,000 subscribers 7,000,000 names Boardroom does not accept advertising © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 2 The Challenge: Monetizing the Names Back-end product sales drive revenue Subscriptions / Book sales sold via Email • • Direct mail • More data on this topic available from:: 1 dedicated blast/week 23 promotional slots in free e-letters/week 50 mailings/year Very profitable business However… © 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 • • • More data on this topic available from:: 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 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 4 Back-end Sales…the Upside Solution: Develop partnerships to market 3rd party products Complimentary products More data on this topic available from:: 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 © 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 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 More data on this topic available from:: 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 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 8 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 More data on this topic available from:: Assess the market? Similar organizations renting list • • 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 List Rental: Where do I start? Database maintenance Who manages the data • • What level of demographic data is required • • More data on this topic available from:: Internal Fulfillment center/service bureau Front end collection Demographic overlays List sales/marketing • • 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 Thank You Ari Gersen Boardroom.com [email protected] More data on this topic available from:: © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 13