More data on this topic available from:: How to Make Each Subscriber More Profitable – Cross-selling and List Revenue Ari Gersen Web Marketing Director.

More data on this topic available from::

How to Make Each Subscriber More Profitable – Cross-selling and List Revenue

Ari GersenWeb Marketing DirectorBoardroom.comMonday, May 7, 2007

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About Boardroom

5 Newsletters Health/Alternative Healing Personal Finance/Tax/Retirement 1,060,494 total subscribers

E-letters: Daily Health News Bottom Line Secrets

• 3x/week free e-letters• 700,000 subscribers

Books 2 Annual continuity programs 25 additional books

Leader in database marketing 7,000,000 names

Boardroom does not accept advertising

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The Challenge: Monetizing the Names

Back-end product sales drive revenue

Subscriptions / Book sales sold via Email

• 1 dedicated blast/week• 23 promotional slots in free

e-letters/week Direct mail

• 50 mailings/year

Very profitable business However…

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Back-end Sales…the Limitations

Cross-selling house products to internal database has limitations Finite number of products Creative fatigue

• 24 promotional slots/week in email• 25 products• Promotion/product overexposure sets in

Assuming relatively low attrition, list of products must grow along with file size

Challenge: Locate products to market with existing resources

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Back-end Sales…the Upside

Solution: Develop partnerships to market 3rd party products

Complimentary products High-quality Must have strong creative Revenue potential must mirror

house product You can set the rules

50/50 net—profit is similar to house product

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E-letter promotional sample

Product teased as editorial

Advertorial text ad embedded in

eletter

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Branded 3rd Party Landing Page

Long-form sales copy similar to Boardroom’s

Partner landing page branded as

DHN

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Revenue Sharing Partnership Tips Find partners with multiple

products Accounting set-up Relationship building Too much for one-offs

Be selective Products reflect your brand,

maintaining integrity leads to long term profitability and growth

Tie the product to your brand Endorsed mailings Co-branding in promotions and on

order pages

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List Rental: What is the Market?

CPM payment structure $90-120 average Premium for demographic targeting Note: Email + postal carries

premium

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List Rental: Evaluating Potential

Who are your customers? List size

• 25K minimum requirement• Growth rate?

Demographics Psychographics

Assess the market? Similar organizations renting list

• Examine competitor’s rates• Learn about their list management

Tap into list broker expertise

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List Rental: Where do I start?

Database maintenance Who manages the data

• Internal• Fulfillment center/service bureau

What level of demographic data is required• Front end collection• Demographic overlays

List sales/marketing• Internal sales department• List broker

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List Rental: Data Card Elements

List segments CPMs

Product Price Point

List segment CPMs

Source Information

Demographic Split

List Segments: Active Status

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Thank You

Ari [email protected]