1. Welcome Messages Transitioning casual users into lifetime customers Rob Oberheide - Internet Marketing Manager

2. Kalmbach Publishing

3. Email Program 17 Newsletters 8 Million Messages Monthly High Opens Automated Programs – Birthday – Renewals – Welcome

4. Welcome: Purpose and Goals

5. Email Opt-In Sources Online Sign-up box Online Purchase Site Registration Facebook (Social) Paper Subscription Forms Sweepstakes Shows

6. Welcome Message Goals Interaction Registration Subscription

7. Welcome Message Framework New Opt-in Welcome 24 Hrs Registration 2 Days after (Non-Subscriber) Thank You (Non-Subscriber) Thank You (Subscriber) Registration 2 Days after (Subscriber) Thank You (Subscriber)

8. Examples

9. Step 1 Welcome

10. Step 2 Registration

11. Step 3 Subscription

15. Why do this? Sets Expectation s Creates Engageme nt Higher Revenue Happy Customers

16. Results 35% Register 18% Subscribe 6% Buy Add-ons 175% Improvement

17. Next Steps Analyze Data New Incentives Improve Creative Try New Things

18. Specialized Email Series 300% lift in sign-ups

19. Thank You

20. Email Growth Strategies Bob Cucciniello Newsstand, Circulation & Production Manager

21. GROWTH STRATEGIES Sweepstakes Email append Newsletters Organic Apps

22. SWEEPSTAKES Ultimate Garden Giveaway Marketed in all media formats Entry button on home page navigation New point of entry with advertiser Products valuable to the reader.

23. SWEEPSTAKES THROUGH SOCIAL MEDIA

24. EMAIL APPEND Customer’s Information Append email to postal address Percent match on criteria set with append service Individual name match important

25. NEWSLETTER

26. ORGANIC HOME-GROWN TRAFFIC Email addresses derived through online and digital subscriptions, merchandise sales, social media registrations, inbound customer calls, and print promotions.

27. APPS Wiser Living Apps for Smartphones and Tablets Gain registrations after downloads FOOD GARDENING GUIDE PICKIN’ CHICKEN HOW TO CAN

28. THANK YOU!

29. BIG IMPACT EMAIL MARKETING IDEAS Presented by Nina M. La France May 23, 2012

30. Goal –To transition email creative to new Forbes brand identity. Challenge –To achieve the goal while improving response rates. Execution –A disciplined, iterative approach. Email Testing Evolution 30

31. Now Forbes Brand Evolution 31 Then

32. 4/23/1232 Email Control

33. Test 1: New Email Creative 4/23/1233 Gross Index 61

34. Test 2: New Email & Landing Page 34 Gross Index 98

35. Test 3: Email Optimized for Preview Pane 35 Gross Index 80

36. Test 4: Landing Page Optimized for Preview Pane 36 Gross Index 114

37. Thank You

38. August Home Publishing

39. Digital First Strategy Surround our Customers with Service Destroy the Company

40. Digital First Strategy Digital Platforms

41. Digital First Strategy Pull Websites Apps Push email Audience AcquisitionDigital Platform

42. Digital First Strategy Audience AcquisitionAudience Engagement Interactive (Swipe, Tap, Click) Multi-Media (Video)

43. Audience Engagement Digital First Strategy Universal Web App

44. View from a Marketer’s Eye

45. Universal Web App ePromo for Back Issue DVD ePromo for Cuisine

46. Universal Web App View from a Marketer’s Eye +50%

47. Universal Web App View from a Marketer’s Eye Does it Work? Subscribers: 500,000 Revenue: $2,000,000

48. Universal Web App What we learned Base $25 / M $100 / M $1,000 / M eTip ePromoCampaign $10 / M $300 / M

49. Thank You