Date post: | 05-Dec-2014 |
Category: |
Business |
Upload: | olivesoftware |
View: | 374 times |
Download: | 0 times |
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Secrets of Audience Acquisition & Retention
Creating Digital Product Success
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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
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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
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eEdition As Part Of Our Premium Product Solutions
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eEdition Interface As Marketing Tool
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San Antonio Adds eBooks To Mix
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Connecticut Creates Digital-Only Sections
13% Lift in eEdition
usagewhen a
digital-only section is
available and promoted
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• 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%
Traffic-Driving Tips To Increase Engagement
Opt-Out Only 0.06%
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• 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%
Expand The Audience To Drive Engagement
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Experiment & Iterate
Average 8,700 Average 10,000(2 weeks after redesign)
Average 5,600
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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
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Questions