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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 TornquistResearch Director
Sean DonahueSenior Reporter, ContentBiz
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The Big Number
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3
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
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
4
Attracting New Subscribers
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5© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
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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8© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Free Trial Promotion
9
Length of Free Trials
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10
Free Trial Conversions
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11© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.
Free Trial Promo - Britannica
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# of Registration Pages
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13
Multi-year subs
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14
The Welcome Message
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15
What’s in a Welcome Message?
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Welcome Message - Classmates
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Welcome Message - SalesGenie
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19
Paid Conversion
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21
How Long Do Subs. Last?
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22
Multi-year subs
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23
Which Tests Are Being Conducted?
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24
Which Tests Are Working?
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25
State of Web 2.0
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26
Measuring Impact of Web 2.0
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27
Impact of Web 2.0
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28
Emerging Media
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29
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]