More data on this topic available from:: How to Make Each Subscriber More Profitable – Cross-selling and List Revenue Ari Gersen Web Marketing Director Boardroom.com Monday, May 7, 2007

More data on this topic available from:: 2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 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

More data on this topic available from:: 3 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. The Challenge: Monetizing the Names  Back-end product sales drive revenue  Subscriptions / Book sales sold via 1 dedicated blast/week 23 promotional slots in free e-letters/week  Direct mail 50 mailings/year  Very profitable business  However…

More data on this topic available from:: 4 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 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 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

More data on this topic available from:: 5 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Back-end Sales…the Upside  Solution: Develop partnerships to market 3 rd 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

More data on this topic available from:: 6 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. E-letter promotional sample Product teased as editorial Advertorial text ad embedded in eletter

More data on this topic available from:: 7 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Branded 3 rd Party Landing Page Long-form sales copy similar to Boardroom’s Partner landing page branded as DHN

More data on this topic available from:: 8 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 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

More data on this topic available from:: 9 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. List Rental: What is the Market?  CPM payment structure  $ average  Premium for demographic targeting  Note: + postal carries premium

More data on this topic available from:: 10 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 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

More data on this topic available from:: 11 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 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

More data on this topic available from:: 12 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. List Rental: Data Card Elements List segments CPMs Product Price Point List segment CPMs Source Information Demographic Split List Segments: Active Status

More data on this topic available from:: 13 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank You Ari Gersen Boardroom.com