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 Ø 5 Newsletters § § § Ø Health/Alternative Healing Personal Finance/Tax/Retirement 1, 060, 494 total subscribers E-letters: § § Daily Health News Bottom Line Secrets • • Ø Books § § More data on this topic available from: : Ø 2 Annual continuity programs 25 additional books Leader in database marketing § Ø 3 x/week free e-letters 700, 000 subscribers 7, 000 names Boardroom does not accept advertising © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 2
The Challenge: Monetizing the Names Back-end product sales drive revenue Ø Subscriptions / Book sales sold via Email Ø 1 dedicated blast/week • 23 promotional slots in free e-letters/week • § Direct mail • More data on this topic available from: : 50 mailings/year Very profitable business Ø However… Ø © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 3
Back-end Sales…the Limitations Ø 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 • § More data on this topic available from: : Ø Assuming relatively low attrition, list of products must grow along with file size Challenge: Locate products to market with existing resources © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 4
Back-end Sales…the Upside Solution: Develop partnerships to market 3 rd party products Ø Complimentary products Ø High-quality § Must have strong creative § Revenue potential must mirror house product § More data on this topic available from: : Ø You can set the rules § 50/50 net—profit is similar to house product © 2007 Marketing. Sherpa, 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 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 6
Branded 3 rd 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 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 7
Revenue Sharing Partnership Tips Ø Find partners with multiple products Accounting set-up § Relationship building § Too much for one-offs § Ø Be selective § Ø 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 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 8
List Rental: What is the Market? Ø CPM payment structure $90 -120 average § Premium for demographic targeting § Note: Email + postal carries premium § More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 9
List Rental: Evaluating Potential Ø Who are your customers? § List size 25 K minimum requirement • Growth rate? • Demographics § Psychographics § Ø 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 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 10
List Rental: Where do I start? Ø Database maintenance § Who manages the data Internal • Fulfillment center/service bureau • § What level of demographic data is required Front end collection • Demographic overlays • More data on this topic available from: : Ø List sales/marketing Internal sales department • List broker • © 2007 Marketing. Sherpa, 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 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 12
Thank You Ari Gersen Boardroom. com agersen@boardroom. com More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 13
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