Economics of Building an Email Database: NYPA
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Transcript of Economics of Building an Email Database: NYPA
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New York Press Association Conference 2013
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 E
Economics of Building Email Databases
New York Press Association Conference
April 2013
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New York Press Association Conference 2013
Presenter
Matt Coen
President & Co-Founder
314.880.4902
@mcoen
@secondstreetlab
secondstreetlab.com
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New York Press Association Conference 2013
Who We Are
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New York Press Association Conference 2013
secondstreetlab.com
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New York Press Association Conference 2013
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New York Press Association Conference 2013
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New York Press Association Conference 2013
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New York Press Association Conference 2013
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Our Partners
2,800 media companies
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New York Press Association Conference 2013
Why Online Promotions?
Sour
ce: B
orre
ll As
soci
ates
In B
illio
ns
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New York Press Association Conference 2013
Case Study: GateHouse Media
2012 Contest Calendar
Marketing Revenue Initiative Market Initiative Date Revenue
Cutest Babies January $315,000
Big Game Challenge January-February $115,505
Red Carpet Challenge February $58,674
College Basketball March $300,100
Salute to Nurses April-May $214,000
Mother’s Day April-May $65,000
The Pet Show June $71,547
Football August-October $964,000
Reader’s Choice September-November $635,000
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New York Press Association Conference 2013
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Case Study: GateHouse Media
Cutest 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!
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Case Study: GateHouse Media
Pro 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 Football Weekly” publication
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Quad-City Times’ Get It Today
• Launch of deals was aha moment of power of email
• Deals dramatically moved needle for sales
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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)
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Why Email Marketing?
• Generate New Revenue:– Track to cross $3MM this year
from email– $500K directly from contests– Over $2MM from deals– Direct marketing email for
advertisers is a six figure business
– Email sponsorship revenue is small, but beginning to grow
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Contests Deals
Why Email Marketing?
Direct Marketing
Email Ads
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Why Email Marketing?
• Email Acquisition:– new way to learn more
about audience & sell marketing service
– Getting permission to market to consumers is critical
• Don’t think of email marketing as a funnel
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New York Press Association Conference 2013
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 E
WHY NEWSPAPERS?
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New York Press Association Conference 2013
Why Newspapers?
NewspaperWe’re Local
Ongoing Ad Options
Trusted Info Source
Affluent & Valuable Audience
Key Client Relationships
Multiple Media
Promotions
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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 E
IMPORTANCE OF EMAIL FOR PROMOTIONS
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New York Press Association Conference 2013
Revenue from Email
66%
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New York Press Association Conference 2013
Groupon’s 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 2011
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Perceived Decline in Deals
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A $4.2 Billion Business by 2015
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A Tale of Two Cities
1 2 3 4 5 6 7 8 9 10 11 12 13 14 $-
$50,000
$100,000
$150,000
$200,000
$250,000
Revenue Growth
Database Growth &
Engagement
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New York Press Association Conference 2013
A Tale of Two Cities
1 2 3 4 5 6 7 8 9 1011121314 $-
$50,000
$100,000
$150,000
$200,000
$250,000
Revenue Growth
1 2 3 4 5 6 7 8 9 10 11 12 13 140
5,000
10,000
15,000
20,000
25,000
Email Growth
Database Growth &
Engagement
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New York Press Association Conference 2013
Understand the Value of Your List
Sales
Average Revshare
Conversion Rate
Average Price
Database
Emails per Year
Opt-outs
Database Growth &
Engagement
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• UT San Diego• Facebook-based contest• 6,300 submissions• Dates: 11/9 - 12/13• Six rounds of giveaways
- $500 gift card• 2,508 email sign-ups
Case Study: Contests and Deals
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New York Press Association Conference 2013
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 for
contests, savings, and promotions
• General or Circulation List– Key list to market to; a list loyal to
your company
• Purchased List– List acquired from 3rd party; very
low value and low engagementPurchased
General
Promotional
Organic Value
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New York Press Association Conference 2013
Go Organic!
• Your Organic opt-ins are more valuable because they have a much higher Click-Through-Rate than a General opt-in.
Email 1 Email 2 Email 3 Email 4 Email 5
2.4%1.6%
3.5%
1.9% 2.0%
8.7%
6.6%
9.8%
5.7%6.7%
General Email CTR Organic CTR
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1st Run 2nd Run -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
0
100
200
300
400
500
600
15K Emails
35K Emails
Stone Bridge Golf Course
List Size
Sales Volume
205 Sold
Email List Size & Revenue Impact
513 Sold
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Case Study: Tracking Links
Top Revenue Generating Links
93% of Revenue from Organic
Email List
Background• The Washington Post• Tracks all online efforts
through Tracking Links
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New York Press Association Conference 2013
Case Study: Tracking Links
Affiliate Sites41%
Deal Aggregator8%Blog
2%Display
5%
Facebook Ads6%
Internal Email Lists31%
Google Ad Words8% Twitter
1%
Top Non-Organic Email Revenue Generating LinksBackground
• The Washington Post• Tracks all online efforts
through Tracking Links
Highlights• Affiliate Sites for Regional
travel deals• Aggregator site• Various types of paid media• Marketed to internal lists
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Impact of Email On Contests
Day 1 Day 2 Email Sent Day 4 Day 5 Day 6 Day 70
50
100
150
200
250
300
350
400
450
500
Submissions by Day
Represents 22% of
Submissions
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New York Press Association Conference 2013
Intersection of Promotions
Contests Deals
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Email Growth: Next Steps
Audit Current Efforts
Set GoalsCreate Annual Plan
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New York Press Association Conference 2013
Deal Stores Credits Free Deals
January Free food deals
February Valentine’s Day Store
March
April
May Mother’s Day Store
June Golf Store (tie in w/ Father’s Day)
July Regional Travel StoreCredit to
everyone to re-engage list
August
September University Store Free food deals
October Best Of Store (Q4)
November
December Cyber Monday/Holiday Store
Credit to inactive buyers
Contests Sweepstakes
Kids Whole New You
Cutest Couples Valentine’s Day
Basketball Spring Break
Mother’s Day
Golf Sweeps
Father’s Day Travel Giveaway
Travel/Vacation Photos Concert Tickets
Football (Sept-Feb) Football Tickets
Voter’s Choice Voter’s Choice
Holiday Shopping
Scared of Santa Holiday Shopping
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New York Press Association Conference 2013
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 E
BEST PRACTICES FOR GROWING YOUR EMAIL LIST
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New York Press Association Conference 2013
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 E
GREAT DEALS WILL ALWAYS DRIVE EMAIL GROWTH
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New York Press Association Conference 2013
Great Deal = More Email Sign-ups
Avg. Daily Sign-ups Avg. Sign-up for Top 10 Deals0
100
200
300
400
500
600
135
520
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Deal Appeal Checklist
Brand Recognition Location Audience Appeal Deal Uniqueness Pricing & Discount Restrictions Multiple Quantities Expiration Date Deal Category Seasonality
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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 E
LEVERAGING INTERNAL ASSETS TO MAXIMIZE LIST GROWTH
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New York Press Association Conference 2013
“Every touch point with a consumer is an opportunity to capture an email.”• Tim D’Avis, Digital Director, Quad-City Times and Director of
Digital Media, Lee Enterprises
Strategies for Growing Your List
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Traditional Media
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Offline and Online
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Widgets
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Email Sign-up Opportunities
• Give users as many ways to sign-up as possible– Main site newsletter
registration page– Email capture form on
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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 E
CONTESTS TO GROW YOUR ORGANIC LIST
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New York Press Association Conference 2013
Use Contests to increase your General List Size
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 Manager
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New York Press Association Conference 2013
Case Study: Building Your Deals List Using Sweepstakes
Herald-Review.com• Length of campaign:
8 weeks• Promoted in print &
online• Key strategy for rest
of year to continue growth
360% Deals List Growth
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New York Press Association Conference 2013
Case Studies: Building Your Deals List Using Facebook
ABC 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 program
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New York Press Association Conference 2013
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 E
PIZZA PROMOTION TAKES D.C. BY STORM
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New York Press Association Conference 2013
The Washington Post
• Promotional giveaways to drive email sign-ups– Company: The Washington
Post & The Capitol Deal– Deal Partner: Papa John’s – Offer: Free Large One-Topping
Pizza and Delivery– Contest: Win Pizza for a Year
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The Washington Post
• Pizza Promotion Goals– Increase email subscriber
list for The Capitol Deal– Raise trial and
awareness of PapaJohns.com
– Generate Buzz for The Capital Deal in a crowded deals market
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The Washington Post
• Pizza Promotion Schedule– The Washington Post used all
internal and external channels to promote the offer
– Washington Post and Express Subway papers wrapped first day of promotion
– 750,000 emails– FB and Google PPC Buy– Twitter push– PR Push
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The Washington Post
Pizza Promotion Execution• Deal ran for three days• Promotion leveraged both deals and
contests.
• Social Boost was a difference maker:
– Rewarded users for sharing with bonus entries
– After submission they are given referral link
– Configurable where X referrals gets them X bonus entries
– 1 in 4 entries came via Social Boost
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The Washington Post
• Pizza Promotion Results– 132K pizzas were claimed– 65% of participants became
NEW Daily Deal subscribers– 25% of claimed pizzas came
through Social Boost– Papa John’s trended on
Twitter– Win-Win-Win
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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 E
USE INCENTIVES TO MAXIMIZE YOUR LISTS
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User Incentive Options
Benefits• Applies to new customers only• Users with credit 3x more likely to buy• Reward users for engaging with your brand
Credits for Refer-a-Friend:User gets credit when they refer a friend or family member who is new to the program and makes their first purchase
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Refer-a-Friend: Case Study
Background• WCHL, Chapel Hill• Offering $5 Refer-a-Friend
credit• Launched April 2011
Results
• 207 new buyers
• $1,035 in credits given
• New buyers generated $10,871
• ROI = $9,836
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New York Press Association Conference 2013
User Incentive Options
Benefits• Easy way to market to new and current customers• Codes can be branded for promotional tie-ins• Gives you the flexibility to define the action you want
them to take
Promotional Codes: A code given to users that offers a discount on a purchase
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Case Study: Promotional CodesBackground• KCRG & The Gazette• Realized only 30% of
subscribers had made a purchase
• Created code “LUCKY” & emailed $5 credit to non-purchasers
• Users had 30 days to use code
Results• Increased purchasers to
40% • Converted non-engaged
users into active users
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New York Press Association Conference 2013
Set Goals for Growth
• Create measurable goals• Communicate goal with
team and work together towards it
• Be realistic and base goals on your market size
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New York Press Association Conference 2013
Q & A
Matt Coen
President & Co-Founder
314.880.4902
@mcoen
@secondstreetlab
secondstreetlab.com