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How would you rate your organization’s ability to acquire and retain a deeply engaged digital audience? If you’re like most publishers, your website visitors come and go and your e-edition subscribers probably aren’t spending as much time in your content as you’d like them to. To help you solve this problem, Olive Software is pleased to share this slide deck from our webinar focusing on audience acquisition and retention featuring the following industry experts: ** Linda Schaible, VP of Marketing & Audience Development at the Houston Chronicle ** John Rockwell, Director of Subscription Sales and Retention at the San Francisco Chronicle This session will be loaded with valuable facts and figures gathered from the audience engagement tactics these two Hearst papers have employed over the years. Here are just a few of the topics Linda and John cover: ** Successful techniques to acquire new readers ** How to increase reader engagement ** Optimizing email alerts and newsletters
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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