Selling Subscriptions Online

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When All the “Right” Things Go Wrong: How To Reinvigorate Email Sales Campaigns By Conducting an Intelligence Operation

Aaric S. Eisenstein, Senior Vice President Publishing

Stratfor

Tuesday, May 13, 2008


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What is Stratfor?

A paid, non-partisan, private geopolitical intelligence service

For Members-only, think Dick Cheney but apolitical

Sales channels In-house email list Membership extensions Walk-up business Sales through co-marketing partners


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Our Challenge – Anemic Sales Growth

A tired list Stale, deaf offers Product quality deterioration Exogenous factors

Economic slowdown Growth of blogs/opinion sites


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Our “Intelligence Operation”

A simple survey to the in-house email list

Keep it personally relevant “Stratfor Survey – 6 Quick Questions” Make quantum decisions but learn

iteratively from sales efforts


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Keep it Personally Relevant

Dear Stratfor Reader:

We're working to make Stratfor Membership more on-point and relevant. As part of this effort, we'd be most appreciative if you'd answer 6 very quick questions for us.

Here is a link to the survey: http://www.surveymonkey.com/s.aspx

Thanks so much for your help, and please don't hesitate to contact me directly if there's anything I can do to make your Stratfor experience even better.

All best wishes,

Aaric S. Eisenstein VP Publishing [email protected] 512-744-4308 (Direct Line)


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The 6 Questions

1. How long have you been receiving free Stratfor emails?

2. How did you first find out about Stratfor? 3. Why did you sign up for the Stratfor free

email list? 4. Please tell us what areas interest you. 5. If we were to offer special inducements to

join Stratfor, what would most appeal to you? 6. What's kept you from joining Stratfor as a

(paying) Member?


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Dramatic & Clear Conclusions

Committed readership – 2-3 years Time constrained Want “Quality of Mind” free of agenda Price sensitivity Overall response rate – 11% Write-in answers – 20%


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Before – No Wonder

Have recent global events caught you by surprise or the headlines left you searching for more understanding?

After mainstream media tell you WHAT just happened, ever wonder WHY?

Stratfor members know. With Stratfor's network of worldwide intelligence sources and world-class analyses you will clearly understand what drives world events and shapes our future. Gain access to the kind of intelligence tools used by large corporate clients at rates you can afford with the flexibility you need.

Try the flexibility of our monthly ($24.95) or quarterly ($59.00) membership packages - at lower, more affordable rates - or our annual membership at a deeply discounted price of $199, available only through this offer.


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After - Echo


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Vote With Their Feet and Echo Some More

“Test” for a resonant message Then hit it again And when you’re “done”….

Message Open Rate Click Rate

Saves Time

22.25% 3.63%

Non-Partisan

22.34% 4.94%


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Pound It Again


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So?

Sales went up 13x


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Lessons Learned

Intelligence versus analysis They want to tell you, don’t fear them LISTEN to them, do what they tell you Have some fun


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Credits/Thank You

Aaric S. Eisenstein, Stratfor

512-744-4308

[email protected]

Selling Subscriptions Online

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