1 B-to-B Email: New 2007 Research on Effective Email Marketing Tactics Wednesday, February 7, 2007...

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1 B-to-B Email: New 2007 Research on Effective Email Marketing Tactics Wednesday, February 7, 2007 2007 Subscription Benchmarks Stefan Tornquist Research Director Sean Donahue Senior Reporter, ContentBiz

Transcript of 1 B-to-B Email: New 2007 Research on Effective Email Marketing Tactics Wednesday, February 7, 2007...

Page 1: 1 B-to-B Email: New 2007 Research on Effective Email Marketing Tactics Wednesday, February 7, 2007 2007 Subscription Benchmarks Stefan Tornquist Research.

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B-to-B Email: New 2007 Research on Effective Email Marketing Tactics

Wednesday, February 7, 2007

2007 Subscription Benchmarks

Stefan TornquistResearch Director

Sean DonahueSenior Reporter, ContentBiz

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The Big Number

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Data Sources

1 - Survey of 65 Summit Publishers

2 - Survey of 337 paid content publisher subscribers to ContentBiz

3 - Interactive audit of 50 paid content publishers’ free trial practices

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Attracting New Subscribers

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Attracting New Subscribers

ContentBiz Pubs Summit Pubs Rank

SEO Acquisition email 1

Offline adv. SEO 2 Acquisition email Paid search 3 Viral campaigns Offline adv. 4 Paid search Online adv. 5 PR Viral campaigns 6 Online adv. Co-registration 7 Co-registration PR 8 Affiliates Affiliates 9

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Promoting Free Trials

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Free Trial Promotion - emusic

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Free Trial Promotion

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Length of Free Trials

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Free Trial Conversions

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Free Trial Promo - Britannica

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# of Registration Pages

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Multi-year subs

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The Welcome Message

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What’s in a Welcome Message?

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Welcome Message - Classmates

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Welcome Message - SalesGenie

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Paid Conversion

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Reconnecting After Abandonment

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How Long Do Subs. Last?

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Multi-year subs

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Which Tests Are Being Conducted?

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Which Tests Are Working?

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State of Web 2.0

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Measuring Impact of Web 2.0

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Impact of Web 2.0

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Emerging Media

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Price Testing

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Revenue Tomorrow?

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Thank You

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

Sean Donahue [email protected]

Stefan Tornquist [email protected]


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