- 1. Integrating Permission-Email into the Newspaper Marketing
ProcessNew Media Strategies ASTECH-IntermediaScott
StinesPresident1-800-499-6780www.mass2one.com
2. Celebrating 5 Years of Helping Newspapers Succeed Online Use
the information from your billing systems, enhanced databases, and
websites to manage relationships with subscribers, readers, and
website users. Services Website audience and advertising e-commerce
audits E-marketing strategic planning Opt-in database development
and maintenance Permission email campaign implementationImperial
Valley Press Baltimore Sun London Free PressThe Blade Globe and
MailHerald NewsThe RecordOdessa American South Bend TribuneDaily
AmericanToronto Sun Detroit Newspapers 3. Our Time Today Maximizing
the return on investment from yourenhanced consumer and business
databases - Building and maintaining your opt-in email database
Using permission-marketing to manage relationshipsand drive online
transactions at a lower cost Growing print and online audience and
revenue usingpermission-based email communications 4. Benefits
Lower Cost per Contact and Transaction Targeted, Timed, One-to-One
Communications Speed to Market 24/7 Relationship Management
Incremental Revenue and Profitability 5. Email Append ProcessYour
current/past customer Your file is matched against a national Email
Append Solutiondatabase is submitted for Emailpermission-based
Email AppendAppend processing. database. When a match is found, the
email address is added to your file.EmailEnhancementAt the
completion of theEmail AppendingProcess, the enhancedfile is sent
back to you.The email addressesthat you receive are A Welcome email
is sent to your customersthose that were both introducing online
communications to them,successfully delivered and giving them an
opportunity toand of your customers decline your online
offers.Enhanced Consumer that did not unsubscribeDatabase for
Marketing 6. Results from Newspaper Email Append
RecordsSubmittedMatch % Individual HouseholdTotal 184,311
21.4%21,78617,711 39,497 136,819 20.3%16,11111,705 27,816 118,884
18.4%13,543 8,320 21,863 110,432 17.6%10,124 9,333 19,45798,556
19.6%10,054 9,304 19,35887,987 19.0% 8,967 7,719 16,68645,992 20.9%
5,345 4,2809,625 7. Customer Email Collection Circulation customer
service Classified call center Website registration In-paper
promotion Community events Contests 8. What to Collect? Email
address Opt-In permission Date email collected/updated Source of
email; call center, event, etc. 9. Subscriber Email
CollectionCirculation Classified Monthly Call Volume7,0002,300% of
Subscribers with Emails 65% 65%Total Subscribers with Emails
4,5501,495Less Duplicate Contact (10%) 455150Emails Available for
Collection 4,0951,346Emails Collected (60%)2,457 807 Total Emails
Collected Each Quarter7,3712,422 Total Email Collected Each Year
29,4849,688 10. Matching Resources to ROIHigh Crew/Kiosk
TelephoneSalesContactPermission Direct MailEmailEvent
In-PaperMktg.Promo BroadcastFaxLowLowSales CostsHigh 11. Benefits
for Circulation Reach a growing online audience Migrate postal mail
and phone to email Lower costs per contact and transaction Timed,
targeted, one-to-one communications Measurable real-time results Do
more with less staff, resources 12. Permission Email MarketingStore
email and permission status Call Centers Billing System/Web Site
Data Warehouse Timed, Targeted,Database1:1 CommunicationsEvents,
PromotionContestsOnline Real-Time Response ReportingForms Collect
emails and permission with every contact 13. Managing Subscriber
RelationshipsSubscriber StartAcquisition VerificationSubscriber
SubscriberEmailAuto PayWin-Back Collection &Conversion Email
Append ServiceSubscriptionSubscriptionRenewal Upgrade 14. Managing
Subscriber Relationships 1st Postal Bill Courtesy CallStart Date
Expire Date2nd Postal Bill 15. Managing Subscriber Relationships
New Sub Welcome StartVerification 1st Postal BillCourtesy Call
Expire Date2nd Postal Bill Pre-ExpirePost-ExpireRenewal Renewal
EmailEmail 16. Migration to Internet Cost SavingsMonthly Postal
Volume and Cost Analysis EmailInternet Cost per Total Cost per
Migration - Total Savings - Current Use of Regular MailVolumePiece
Cost Piece 5% 5% @ $0.01Subscriber Bills13,000$0.3903$5,074
$0.01650$247.20New Start Welcome Letters1,200$0.7028$843 $0.01 60
$41.57Subscriber Acquisition15,000$0.3000$4,500
$0.01750$217.50Subscriber Loyalty Program 3,500$0.3400$1,190
$0.01175 $57.75Transient Classified Bills 4,500$0.3900$1,755
$0.01225 $85.50EZ Renew Post Card 750$0.1800$135 $0.01
38$6.38Collection Letter/Exp. Credit Letter 1,000$0.4047$405 $0.01
50 $19.74Draft By Phone letters 200$0.3300 $66 $0.01 10$3.20 0 0
Totals 39,150$13,9681,958$678.82 17. DAY 1 Welcome Tell us any
Delivery Problems TO: Randall Phelpsfrom thePay your currentOA
Subscription On behalf of more than 120 hardworking associates at
the Odessa American, Id like to take this opportunity to
PublisherStop your Paper Delivery thank you for making the OA a
part of your life. Youfor Vacation were scheduled to start
receiving the Odessa American on Wed, December 22, 2004, please
click on Verify Delivery Retailers that sell to let us know if you
are receiving your newspaper. copies of the OA Link to For more
than 60 years, the Odessa American has beenOA on Education the
indispensable source of news and information for the Start Permian
Basin. This -- along with providing great customerContact Us
service -- is a tradition we strive hard to continue today.
VerificationEvery morning, well hit your porch no later than 6 a.m.
Monday-Friday and 7 a.m. on Surveyweekends with all the information
you need to be better informed and entertained. Notonly that, the
advertising and coupons youll find in each edition will help you
savemuch more than it costs for your monthly subscription. Now
thats a great return onyour investment. After all, you are the
reason we at the Odessa American do what wedo seven days a week,
365 days a year. We take great pride in serving our readers.Simply
put, the Odessa American is a big part of our lives. Were glad you
made uspart of yours.Every best wish,Patrick S.
CantyPublisherOdessa American 18. Are you receivingyour
newspaper?DeliveryVerificationThank you for subscribing to the
Odessa American. Please let usknow if you are receiving your
newspaper: Survey Yes, I am receiving my newspaper No, I am NOT
receiving my newspaperForm If you are not receiving your newspaper,
please verify or update Pre-Populated your information: With Name:
Randall PhelpsSubscriber Address: 3425 Willowby Drive NE
Information City: Odessa State: TXZIP: 55555 Phone:432-555-5555
Email:[email protected] click on the SUBMIT button to make
sure your informationIs recorded.SUBMIT 19. New
SubscriberNon-DeliveryNon-Delivery Notice EmailTO: Linda
FuryNoticeA new subscriber reports they are not receiving their
newspaperas scheduled. Following is information on the new
subscriber: Sent withinRandall Phelpsminutes of3425 Willowby Drive
NEOdessa, TX
[email protected]
formScheduled Start Date: 12/23/2003Sub Type: P7Payment Method: 2
20. New Sub WelcomeDeliveryVerificationFooter AdsFeaturing
paidAdvertising or In-House Ad 21. New Sub
WelcomeDeliveryVerificationFooter AdsFeaturing paidAdvertising or
In-House Ad 22. SubscriptionRenewal WithDear Marilyn:Auto PayThank
you for subscribing to The Detroit News. Your subscriptionexpires
on Thursday, April 11, 2004.ConversionWhen you renew your
subscription using our convenient EZ PAYprogram you will receive a
certificate for a 3-Day/2-Night GetAwayat a participating Marriott
Courtyard or Fairfield Inn.Imagine, no more checks to write,
searching for stamps, or bills tomail when you sign up for The
Detroit News convenient EZ PAYoption. Your subscription will be
automatically debited from thecredit card of your choice.Click on
FREE GetAway and respond by Friday, March 15, 2004.I hope you will
be able to take advantage of this limited-time
offer.Sincerely,Annette LozenThe Detroit News 23. Upgrade
FrequencyWith EZPAYUpgrade to Daily Sunday for 12 Weeksby March 18
and Choose Your SavingsTO: Scott StinesWhen you upgrade your
subscription to Daily Sunday for 12 weeks($33.00)by Friday, March
18 using our convenient EZ PAY program,you can choose a $10
National Amusement Cinema Gift Card goodfor FREE Movies or a $10
gift card from Walmart or Target.Imagine, no more checks to write,
searching for stamps, or bills to mailwhen you sign up for The
Blades convenient EZ PAY option. Yoursubscription will be
automatically debited from the credit card of yourchoice. Click on
Upgrade and Save by Friday, March 18, 2005 to signup for 12weeks of
The Blade and choose your gift of savings.You can also reach us at
419-724-6300 or 1-800-245-3317 should youhave any questions. If you
are not currently a subscriber to The Blade,please click on New
Subscriber SavingsThank you again for subscribing to The
Blade.Sincerely,John FortnerCirculation DirectorThe Blade 24.
Carrier CollecttoEZPAYTO: Rhonda FontanelleThank you for
subscribing to the Imperial Valley Press.You currently pay your
carrier for your subscription to the Imperial Message andValley
Press. Save time and simplify your life by changing
yoursubscription payment from Carrier Collect to EZ-PAY. Once you
offer Versionedsign-up, it automatically debits your subscription
to the ImperialValley Press from the credit card or bank account of
your choice. based on current payment methodTo pay your
subscription using the credit card of your choice, pleaseclick on
EZPAY by Friday, July 16th and tell us whether you prefer to
receive a $10 Vons gift certificate or two 30-minute phone
cards*.To pay your subscription from your checking or savings
account,please click on Bank Debit by Friday, July 16th and tell us
whetheryou prefer a $10 Vons gift certificate or two 30-minute
phone cards*.You can also sign up by calling us at 760-337-3456
Monday throughFriday from 8:00 a.m. to 5:00 p.m.Todd
BenzCirculation DirectorImperial Valley Press 25.
SubscriptionRenewalTo: Edgar RodriguezThank you for subscribing to
the Imperial Valley Press.As our way of saying thanks we would like
to invite you to renew Automated timedyour subscription at a very
special price. Renew for an additional3 months and you will receive
the Imperial Valley Press for just delivery based on36 cents a day
($32.49 total).sub expire dateUpgrade your subscription for an
additional 6 months ($64.98)and SAVE 28% off the newsstand price.
Message and offerClick on Renew My Subscription by this Friday to
qualify forthis special savings offer. Or call us at 760-337-3456
Monday versioned basedthrough Friday from 8:00 a.m. to 5:00 p.m. on
current subThank you again for subscribing to the Imperial Valley
Press. type and lengthSincerely,Todd BenzCirculation
DirectorImperial Valley Press 26. Content PromotionEmail sentFriday
withinformation onSunday contentVersioned based on geography 27.
BirthdayGreetingEmail senton birthday 28. E-EditionReminderLink to
Todays e-edition of the Imperial Valley PressTO: Mary Rogers Email
sentTo access todays copy of the Imperial Valley Press e-edition
please click onImperial Valley Press E-Edition.daily with link
toThank you,todays e-editionTodd BenzCirculation DirectorImperial
Valley PressPaid footer adwith link toadvertisersWebsite 29. Email
Campaign ResultsE-mails Sent:33199100.0%Successfully Sent:
2207466.5%HTML Opens (Distinct) 507923.0%Failure:555816.7%Bounce:
539016.2%Unsubscribe This Campaign:2080.9%Response Counts (Links
and External Surveys)Percentages based on delivered e-mailClick
Through (With Dupes)416 1.9%Click Through (Distinct)168
0.8%(www.northjersey.com) 168 0.8%Click Through (No Open)78
0.4%Click Through (Open) 90 0.4% 30. Email Marketing:Benefits for
Advertising Extend reach of ad sales force Lower cost per contact
and sale Shorten sales cycles Consistent presentation of message
Timed, targeted delivery and reporting Increased speed to market
31. Advertiser DatabaseBy Ad Rep ContactAd RepAd RepFirst ContactAd
RepFirst LastCustomer Billing Name Name Last NameContact
TitleIDNameNameSales Rep TitleJackson Kennels ScottJackson Owner121
CindyJones Recruitment SpecialistTop Notch RealtyMary Smith
Broker63 DianeGibsonReal Estate SpecialistSampson Used Cars
RogerSampson Sales Manager124 RandySimpson Automotive
SpecialistElite Imports Andy Gregory Service Manager124
RandySimpson Automotive SpecialistArrow Manufacturing
JanetPetersRecruitment Coordinator125 Brenda Smith Recruitment
SpecialistACL TransportationBeckyFordHR Director121 CindyJones
Recruitment SpecialistBest BuyMargie ReynoldsEmployment Manager 128
TerryGoldRecruitment SpecialistLake & Shore Realty
RoseannEngelsBroker63 DianeGibsonReal Estate SpecialistLake &
Shore Realty SamBartonReal Estate Agent128 TerryGoldRecruitment
SpecialistMedical Partners, PCMary Smith Office Manager 125 Brenda
Smith Health Care SpecialistHarris FinancialCindyHarrisMarketing
Manager 63 DianeGibsonReal Estate SpecialistWindham Real Estate
BruceLogan HR Manager63 DianeGibsonReal Estate Specialist 32.
Advertiser DatabaseBy Special Section Contact AnnualFirst
ContactCommunity Real EstateCustomer Billing Name Name Last Name
Jobs 2004 GuideQuarterlyCareer FairJackson Kennels ScottJackson Y Y
N NTop Notch RealtyMary Smith Y Y Y NSampson Used Cars RogerSampson
YNN NElite Imports Andy Gregory Y Y N NArrow Manufacturing
JanetPetersYNY YACL TransportationBeckyFordNNY YBest BuyMargie
ReynoldsNNN YLake & Shore Realty RoseannEngelsY Y Y NLake &
Shore Realty SamBartonY Y Y NMedical Partners, PCMary Smith Y Y N
YHarris FinancialCindyHarrisN Y Y YWindham Real Estate BruceLogan Y
Y Y N 33. Personalized Communications Communications from assigned
ad rep Ad rep sees all communications before sent From ad reps
email address for replies 34. Classified Ad RenewalGOALS Increase
advertiser contact rates Increase # of classified ads renewed
Enhanced service for advertisers Lower cost to renew classified ad
Reduce call volume redirect resources Increase classified ad
revenue 35. Classified Ad Renewal EmailYour Classified Ad is about
to ExpireTO: Daniel BurtonThank you for choosing the Imperial
Valley Press for your classified advertising.The ad you placed in
the 201 Houses For Sale ad category expires onTues Aug 18. To
conveniently renew your ad without changes for the same numberof
days and payment method please click on Renew My Ad. To renew your
adWith changes for the same number of days and payment method
please click onRenew My Ad With Changes.Your ad copy is as
follows:Brly 3br/2ba, 2 car gar, tiled roof, near hosp. $195,000. 0
down financing.Agent (661) 305-4453If your ad has already worked
for you and you do not require renewal, please clickOn No Renewal
Required. Should you have any questions please call me
at760-337-4072 or reach me by email at
[email protected] you again for your business.Rosario
FloresClassified Sales RepImperial Valley Press 36. Classified Ad
Renewal EmailPersonalized:Your Classified Ad is about to Expire
IncludesTO: Daniel BurtonAdTextThank you for choosing the Imperial
Valley Press for your classified advertising.The ad you placed in
the 201 Houses For Sale ad category expires onTues Aug 18. To
conveniently renew your ad without changes for the same numberof
days and payment method please click on Renew My Ad. To renew your
ad Sent fromWith changes for the same number of days and payment
method please click onRenew My Ad With Changes.Ad Rep TakingYour ad
copy is as follows: Original AdBrly 3br/2ba, 2 car gar, tiled roof,
near hosp. $195,000. 0 down financing.Agent (661) 305-4453If your
ad has already worked for you and you do not require renewal,
please click Timed DeliveryOn No Renewal Required. Should you have
any questions please call me at760-337-4072 or reach me by email at
[email protected]. Based on AdThank you again for your
business. Expire DateRosario FloresClassified Sales RepImperial
Valley Press 37. Real-Time Sales NoticeThe following advertiser
would like to renew their classified ad withchanges to the ad text.
Following is the information they provided viathe online classified
ad renewal form: Sent to AssignedName: Daniel Burton Ad RepAddress:
3465 Glen Eagle Ct.City: El CentroState: CA ProvidesZip Code: 92244
information onPhone: 760-352-4721 advertiser andEmail Address:
[email protected] for follow-upAd Text: Price Reduced! Brly
3br/2ba 2 car gar, tiled roof, near hosp.schools. $195,000. 0 down
financing. Call Agent (661) 305-4453.Renew Type: Renew my ad WITH
changes for the same number ofdays and payment method 38.
Classified Ad RenewalNon-RenewalAdvertisers meeting criteria
Satisfaction Survey(Ad Expiration Date = Today+3) dropped into
email campaign?Ad NOMulti-stepRenewalSales Email email
campaignNotice EmailClassifiedeRenew Without driven by Advertisers
Changesad expiration TrackableLink toedate andAd RenewalSign-UpYES
advertiserPlease FormCall responseVersioned by eAd Category Not
InterestedIn Renewing e 39. Classified Ad RenewalEmail Marketing
Program Results 5 to 9% renew their ad via email 25% renew before 8
a.m. or after 6 p.m. Advertisers unreachable by phone during the
day will respondvia email from work 62% respond day they receive
email Immediate response reduces the number of call backs repshave
to make lowering cost per renewal .003% unsubscribe from future
emails Advertisers are receptive to email communications about
theirclassified ad even those not renewing 40. Re-Launch of Career
SectionGOALS Drive weekend and weekday advertising Share how we are
promoting new section Share qualified orders/leads with ad reps
Collect and update contact information 41. Re-LaunchCareerBuy a
Sunday & Monday Combo by September 5and Receive a FREE
Insertion for WednesdaySectionTO: Andre Sakoris- Bernard HodgesI
know you are always looking for ways to stretch recruiting budgets
so I thoughtPersonalizedyou would find this special, email-only
offer of interest.Buy an ad for Sunday and Monday in CAREER
CONNECTION by Friday,September 5, 2003 and you will receive a
Wednesday insertion FREE. To putthis in perspective, if you were to
reserve two 2 column X 50 line ads, you wouldMeaningfulreceive one
FREE ad on Wednesday (same size) a savings of $386.50.Click on
COMBO OFFER to learn more and lock in your savings.OfferThe Toronto
Sun CAREER CONNECTION publishes daily and reaches 839,800readers on
weekdays. CAREER CONNECTION has a new look and a
multi-mediacampaign that kicked off August 25. To view Transit
advertising, and listen to the Call toradio advertising, click on
COMBO OFFER. I hope you will be able to respond byFriday, September
5 to stretch your budget and help reach qualified
candidates.ActionShould you have any questions I can be reached at
987-342-9876 or by email [email protected],Sarah
RansonThe Toronto Sun 42. Re-Launch CareerBuy a Sunday & Monday
Combo by September 5and Receive a FREE Insertion for Wednesday
SectionTO: Andre Sakoris- Bernard Hodges 484 direct &I know you
are always looking for ways to stretch recruiting budgets so I
thoughtyou would find this special, email-only offer of interest.
recruitmentBuy an ad for Sunday and Monday in CAREER CONNECTION by
Friday,agency contactsSeptember 5, 2003 and you will receive a
Wednesday insertion FREE. To putthis in perspective, if you were to
reserve two 2 column X 50 line ads, you wouldreceive one FREE ad on
Wednesday (same size) a savings of $386.50.Click on COMBO OFFER to
learn more and lock in your savings. $10,000+The Toronto Sun CAREER
CONNECTION publishes daily and reaches 839,800readers on weekdays.
CAREER CONNECTION has a new look and a multi-media in
revenuecampaign that kicked off August 25. To view Transit
advertising, and listen to theradio advertising, click on COMBO
OFFER. I hope you will be able to respond by tied to emailFriday,
September 5 to stretch your budget and help reach qualified
candidates. campaignShould you have any questions I can be reached
at 987-342-9876 or by email [email protected],Sarah
RansonThe Toronto Sun 43. Account / Territory
ManagementSITUATIONTop ad sales rep resigns to take jobwith local
radio station.GOALS Notify customers and identify interim contact
Address customers short-term needs Introduce new advertising rep
44. Sales Rep TransitionNew Austin Business Journal ContactTO:
Melanie GregorsonEmail sent to 749 I wanted to let you know that
Beth Andrews is no longer with The Austin Businesscustomers
andJournal. While change is inevitable, our focus on helping you
grow your businesswill never waiver. active prospectsFor this
reason, I will serve as your near-term advertising contact. Please
dontwithin 1 hour of adhesitate to give me a call should you have
any questions or if you would like todiscuss how we can help you
grow your business. Click on Customer Service or rep
resigning.reply to this email if you have any immediate questions
or needs.Thank you again for your understanding and patience as we
transitionresponsibilities for your business.Sincerely,Patrick
AsbraAdvertising DirectorThe Austin Business JournalP.S. I can be
reached at 512-494-2530 or by email at [email protected]
unsubscribe from these emails, please click on the following link
Unsubscribe 45. New Sales RepGood Things Take Time, Great Things
Take Patience IntroductionDear Melanie:Thank you for advertising in
the Austin Business Journal and your patience. My749 customersname
is Christi Hester and Im your new advertising contact. reassigned
toI know you are busy, so I thought this email might be the
quickest way to introducemyself as let you know about a number of
high profile advertising opportunitiesfour ad reps withcoming up in
the next 90-120 days. Click on Opportunities to learn
more.introduction emailIn appreciation for your patience, please
accept FREE color ($300 value) for anynew 1/4 page or larger ad
placed by Friday, September 6*. To take advantage ofsent 3 daysthis
special savings offer, please click on FREE COLOR by this Friday. I
hope totalk with you soon. I can be reached at 512-494-2538 or by
email at following ad [email protected]
Regards,Christi HesterSenior Account ExecutiveP.S. This offer is
only good for new advertising reserved by September 6 and your ad
must run by March 31, 2004 46. Integrating Permission-Email into
the Newspaper Marketing ProcessNew Media Strategies
ASTECH-Intermedia Tuesday, June 21, 2005Scott
StinesPresident1-800-499-6780www.mass2one.com
