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Economics of Building an Email Database: NYPA

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Matt Coen's presentation on the Economics of Building an Email Database at the 2013 New York Press Association Conference.
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  • 1. Economics of Building Email Databases New York Press Association Conference April 2013D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013

2. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 3. Who We AreNew York Press Association Conference 2013 4. secondstreetlab.comNew York Press Association Conference 2013 5. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 6. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 7. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 8. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 9. Our Partners 2,800 media companiesNew York Press Association Conference 2013 10. Why Online Promotions?In Billions Source: Borrell AssociatesNew York Press Association Conference 2013 11. Case Study: GateHouse Media2012 Contest Calendar Marketing Revenue InitiativeMarket Initiative Date Revenue Cutest Babies January$315,000 Big Game ChallengeJanuary-February $115,505 Red Carpet ChallengeFebruary $58,674 College BasketballMarch$300,100 Salute to NursesApril-May$214,000 Mothers DayApril-May$65,000 The Pet ShowJune $71,547 FootballAugust-October $964,000 Readers Choice September-November $635,000 New York Press Association Conference 2013 12. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 13. Case Study: GateHouse MediaCutest Babies Results 2012: $300k 2,400 submissions 3.2 MM votes 25k deal opt-ins 83K registered users 5.7 MM page views 20% increase in monthly traffic!New York Press Association Conference 2013 14. Case Study: GateHouse MediaPro Football Results 2011: $350K Pro Football Pickem 2012: $950K Pro, College, High School and Super Bowl Games 170% revenue increase! Larger properties generate $50k- $100k each Smaller properties generate $12- 15k each Packaged with Pro FootballWeekly publicationNew York Press Association Conference 2013 15. Quad-City Times Get It Today Launch of deals wasaha moment of powerof email Deals dramaticallymoved needle for salesNew York Press Association Conference 2013 16. Agency Contests Quad-City Times Results: Have 7 live advertiser contests right now Range from $5K - $15K Building email list and fan count for local advertisers (2,000+ fans)New York Press Association Conference 2013 17. Why Email Marketing? Generate New Revenue: Track to cross $3MM this yearfrom email $500K directly from contests Over $2MM from deals Direct marketing email foradvertisers is a six figurebusiness Email sponsorship revenue issmall, but beginning to growNew York Press Association Conference 2013 18. Why Email Marketing?Direct MarketingContests DealsEmail AdsNew York Press Association Conference 2013 19. Why Email Marketing? Email Acquisition: new way to learn moreabout audience & sellmarketing service Getting permission tomarket to consumers iscritical Dont think of emailmarketing as a funnelNew York Press Association Conference 2013 20. WHY NEWSPAPERS?D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 21. Why Newspapers? Affluent &Trusted InfoValuable Source Audience Ongoing AdKey ClientOptions RelationshipsMultiple Were Local Newspaper Media PromotionsNew York Press Association Conference 2013 22. IMPORTANCE OF EMAIL FOR PROMOTIONSD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 23. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 24. Groupons Investment in Subscriber Acquisition Key Stats: $179 million spent online on subscriber acquisition in Q1 2011 Signed up over 32.5 million new subscribers in Q1 2011 Over $1 million investment per market in Q1 2011New York Press Association Conference 2013 25. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 26. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 27. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 28. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 29. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 30. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 31. Email List Types: Quality Over Quantity Organic List Opted-in to get Daily Deal email;best and most engaged Promotional List Users who have sign-up forcontests, savings, andOrganic Valuepromotions General or Circulation List Key list to market to; a list loyal Promotionalto your company Purchased List General List acquired from 3rd party;very low value and lowPurchasedengagementNew York Press Association Conference 2013 32. Go Organic! Your Organic opt-insGeneral Email CTR Organic CTRare more valuablebecause they have amuch higher Click-Through-Rate than aGeneral opt-in.8.7% 9.8% 6.6%6.7% 5.7%3.5%2.4%2.0%1.6%1.9% Email 1 Email 2Email 3 Email 4 Email 5New York Press Association Conference 2013 33. Email List Size & Revenue Impact Stone Bridge Golf Course40,000 60035K Emails S35,000 500 aL30,000 li 400 es 25,000 st 51320,000Sold 300 15K EmailsVS 15,000 oi200 lz 10,000 205 ue100 5,000 Soldm e-0 1st Run 2nd RunNew York Press Association Conference 2013 34. Case Study: Tracking LinksBackground The Washington PostTop Revenue Generating Links Tracks all online effortsthrough Tracking Links 93% of Revenuefrom OrganicEmail ListNew York Press Association Conference 2013 35. Case Study: Tracking Links Top Non-Organic EmailRevenue Generating LinksBackgroundGoogle Ad Words The Washington Post 8%Twitter 1% Tracks all online effortsthrough Tracking Links Affiliate Sites 40%Internal Email ListsHighlights31% Affiliate Sites for Regionaltravel deals Aggregator site Display5% Various types of paid media Marketed to internal lists Facebook AdsDeal Aggregator 6% Blog 7%2%New York Press Association Conference 2013 36. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 37. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 38. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 39. D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 40. BEST PRACTICES FOR GROWING YOUR EMAIL LISTD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 41. GREAT DEALS WILL ALWAYS DRIVE EMAIL GROWTHD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 42. Great Deal = More Email Sign-ups600500400 520300200100 1350Avg. Daily Sign-upsAvg. Sign-up for Top 10 DealsNew York Press Association Conference 2013 43. Deal Appeal Checklist Brand Recognition Location Audience Appeal Deal Uniqueness Pricing & Discount Restrictions Multiple Quantities Expiration Date Deal Category SeasonalityNew York Press Association Conference 2013 44. LEVERAGING INTERNAL ASSETS TO MAXIMIZE LIST GROWTHD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 45. Strategies for Growing Your ListEvery touch point with a consumer isan opportunity to capture an email. Tim DAvis, Digital Director, Quad-City Times and Director ofDigital Media, Lee EnterprisesNew York Press Association Conference 2013 46. Traditional MediaNew York Press Association Conference 2013 47. Offline and OnlineNew York Press Association Conference 2013 48. WidgetsNew York Press Association Conference 2013 49. Email Sign-up Opportunities Give users as manyways to sign-up aspossible Main site newsletterregistration page Email capture form onFacebookNew York Press Association Conference 2013 50. CONTESTS TO GROW YOUR ORGANIC LISTD R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C ENew York Press Association Conference 2013 51. Use Contests to increase your General ListSize WJW-TV Cleveland 95,923 sign-ups Our Contest was the single best way for us to grow our e-blast database! -Jenny Kershaw, Internet Sales ManagerNew York Press Association Conference 2013 52. Case Study: Building Your Deals List UsingSweepstakesHerald-Review.com Length of campaign:8 weeks Promoted in print &online Key strategy for restof year to continuegrowth360% DealsList GrowthNew York Press Association Conference 2013 53. Case Studies: Building Your Deals List Using FacebookABC 15 Phoenix, AZ Facebook Contests Like-gate your contest to grow Likes as well as your deals email list Social and Viral exposure for your deals programNew York Press Association Conference 2013 54

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