The Two-Faced Marketer

E-mail offers a way to deliver fresh content online, while driving traffic to related Web sites, maintaining customer loyalty and cross-promoting brands. In addition to serving as a marketing tool, it has the dual ability to stand on its own as a revenue-generating product in the form of an e-newsletter. E-mail service providers (ESPs) offer toolsets with functionality ranging from search engine marketing and pay-per-click campaigns to online surveys and automatic, rapid e-mail alerts; tracking and reporting; and list management and segmentation. Using these sophisticated tools, publishers can automatically pull information from a blog into an e-newsletter or e-mail message, place content on social networks such as Facebook, or send breaking-news alerts via RSS and mobile formats, in addition to deploying e-mail campaigns. Daniel Mandell, business development director for Wenner Media, publisher of Rolling Stone, Us Weekly and Men’s Journal, says a key feature of his company’s service provider—Experian CheetahMail—is a “remote content” tool that allows content to be pulled in from a hosted Web page. “This feature saves us time by allowing our developers and designers to focus on one environment,” Mandell says. As he suggests, it’s important to select an ESP whose features meet your company’s specific needs. Bruce Rhodes, circulation director for Harvard Business Review, which uses e-Dialog for subscription-acquisition campaigns, says a key feature of e-Dialog is its ability to construct sequenced marketing programs, where an e-mail is sent to someone on the Xth day after he signs up for a lead-generation program, then again on the Yth day, the Zth day, etc. “[It] … is specific to the timing of the individual who signed up …,” Rhodes says. Tig Tillinghast, CEO of Watershed Publishing, which employs Bronto Software for subscription capture and newsletter deployment, says that one feature he likes about Bronto’s product is subscriber charting, which shows subscriber trends over time. “This is more important to publishers than the typical measurement bling you find on most ESPs, which tend to be geared more to e-commerce and e-mail marketing purposes,” Tillinghast says. “… I don’t need [return on investment] and transaction tracking (although, that’s nice when you’re selling subscriptions, of course), so much as ... a real audience-management tool.” Many ESPs offer full-service and self-service capabilities. Other things to look for include: account management (e.g., informing clients of campaign status and being proactive with scheduling, proofing, etc.); deliverability; speedy deployment for time-sensitive message delivery; and a good reputation in the industry—the last thing you want is for your e-mail messages to get blocked as spam by ISPs. Work with an ESP that measures deliverability rates so you know that your customers are actually receiving your messages. The tool also should be able to integrate with third-party sources, such as your content management system. John Rohloff, account director for e-Dialog, suggests selecting an ESP with customization options. “Your standard … off-the-shelf toolsets frequently provide very good solutions. But,” he notes, “… finding a company that is nimble enough to build that custom solution for you that’s based off of a more strategic approach is something that I think is important, as well.” Abny Santicola is managing editor of Publishing Executive’s sister publications FundRaising Success, and eMarketing and Commerce. Contact her at ASanticola@NAPCO.com. Solutions on the MarketHere are some e-mail marketing solutions available to magazine publishers. Plus, check out the tips on selecting a telemarketing solutions provider and a list of vendors you can consider, below. Company: Bronto Software Product: Professional Edition, Core Edition and Agency Edition Features: Segmentation, reporting and analytics, dynamic content, data integration, e-mail automation, multivariate testing, private domains, sender rating, inbox preview, Web analytics integration and RSS feeds. Publishers who have used the solution: EH Publishing, Watershed Publishing, Tycoon Publishing Pricing: The Core Edition starts at $995 annually. The Professional and Agency Edition start at $3,000 annually. Contact: 888-276-6861; www.Bronto.com Company: Constant Contact Product: Constant Contact SpeakUp! Email Marketing Features: Features include e-mail campaign creation and delivery, campaign templates, list management, image hosting, tracking and reporting, e-mail archive hosting, Web site features like visitor sign-up banners, welcome e-mails and “Refer a Friend” banners, and coaching and support. Publishers who have used the solution: Offbeat.com, Housepet Magazine, ArtFairCalendar.com Pricing: Pricing starts at $15/month Contact: 866-876-8464; www.ConstantContact.com Company: e-Dialog Product: Precision Central, a suite of integrated e-mail campaign management, reporting, and data integration and segmentation tools Features: Intuitive interface designed for step-by-step campaign management. Other features include dynamic publishing, live proofing, link management, message triggers, content management, and the ability to manage, segment and analyze data from any source, in real time. One component, News Publisher, enables media outlets to deploy breaking news alerts via e-mail, RSS, and mobile formats. Publishers who have used the solution: Hearst, Harvard Business School Publishing, Reuters, Tribune Interactive, CBS, Denver News, Baltimore Sun Pricing: Not provided. Contact: 888.256.7687; www.E-Dialog.com Company: Emma Product: Web-based e-mail marketing service Features: HTML campaign creation, import and database management, segmenting tools to target people based on location, gender and more, unlimited Web-based sign-up and registration forms, custom stationery design, campaign proofing for potential delivery issues, real-time response tracking, triggers that send automatic welcome and birthday e-mails, document and image storing, an agency platform that allows users to offer e-mail marketing services to clients, and e-mail and phone help/support. Publishers who have used the solution: Hammock Publishing, RB Publishing, Wildfire Publishing, Takoma Publishing, Athens Publishing, Bromeland Publishing Pricing: One-time $250 setup that includes a custom-designed template; Tiered monthly plans based on e-mail volume starting at $30 a month for 1,000 e-mails. Contact: 800-595-4401; www.MyEmma.com Company: Epsilon Product: DREAM/DREAMmail Features: Offers multilevel, dynamic content and data processing, and is designed for maximum deliverability. Publishers who have used the solution: Not provided. Pricing: Not provided. Contact: 212-995-7538; www.Epsilon.com Company: Experian CheetahMail Product: Permission-based e-mail marketing and customer intelligence solutions Features: Manage and deploy newsletter programs and subscription-renewal campaigns using features such as dynamic content, segmentation, preference centers and creative services. Experian CheetahMail also provides technology and strategic support designed to allow publishers to re-engage expired subscribers through response-driven renewal programs and promote multiple publications and subscriptions with user-friendly subscription management forms. Publishers who use the solution: Crain Communications Inc., Time Inc., and Wenner Media Pricing: Not provided. Contact: 800-396-5709; www.CheetahMail.com Company: Lyris Product: Lyris HQ Features: Lyris HQ is an on-demand integrated marketing suite that allows marketers to manage their e-mail marketing, landing pages, Web analytics, search engine marketing and pay per click campaigns all from one Web-based application. Lyris HQ’s e-mail marketing capabilities are designed to allow users to create, send and track everything from simple newsletters to advanced e-mail marketing campaigns. Lyris HQ integrates with third-party CRM tools, and includes features designed to improve deliverability and to take specific actions based on what happens after the initial click. Publishers who have used the solution: Not provided. Pricing: Delivered in a hosted model, Lyris HQ starts at $299 per month. Contact: 888-465-9747; www.Lyris.com Company: Protus IP Solutions Product: Campaigner and CampaignerPro Features: Automated list management, Web site sign-up form creation, e-mail templates, personalization, list segmentation, dynamic content, triggered, recurring, scheduled and “send on behalf” of e-mail sending, CRM integration and API, advanced reporting. Publishers who have used the solution: Circuit Cellar, Vice Magazine, Diversity Inc., Massage Magazine Pricing: Campaigner starts at $25 per month, CampaignerPro at $100 per month. Contact: 877-723-6245; www.Campaigner.com Company: Proximity Marketing Product: Full-service e-mail, fax and online communications Features: Offers solutions ranging from circulation renewals, directory updates and e-marketing promotions to e-mail newsletters and surveys. Technologies include: e-mail, fax, and online services including surveys and custom landing pages. Team competencies include: strategy, creative development (including e-mail and fax design) and data manipulation. Includes a deployment mechanism built in-house and designed for publishers. Clients receive access to an online report tool, which gives them real-time data on their campaign metrics, archives past campaigns, manages opt-outs, and allows them to access and manage inbound replies. Publishers who have used the solution: Trade Fair Group, Penton Media, GIE Media, Questex, WiesnerMedia, McGraw Hill Construction Pricing: Delivered outbound charges. No contracts needed. Services can be provided on a campaign basis. Contact: 330-220-6100; www.ProximityMarketing.com Company: Silverpop Product: E-mail marketing solution, lead management solution, survey tool, RSSDirect, Transact, Landing Pages, Share-to-Social Features: User interface is designed to enable marketers to create and executive dynamic, one-to-one messaging. Publishers who have used the solution: Bonnier Corp. Pricing: Varies depending on solutions selected. Contact: 866-SILVPOP; www.Silverpop.com Company: Solata Technologies Product: Ok2send Permission Manager Features: Offers a customized Web-based subscription form for paid and nonpaid subscription generation for print or electronic publications. The form collects information about each individual for circulation audits or profiles. A version also can be used when collecting information over the phone, by mail or in person and entered via the Web. Web registrants can update their information at any time. Enables deployment of pre-formatted e-mail text messages, or templated special offers, newsletters or advertiser information, etc., and tracking of delivery and open rates. Enalbes export of addresses into any format to communicate via traditional mail with those who have opted-in to receive publications. Publishers who have used the solution: Motivation Strategies, SMERF Magazine, AgendaOnline.com. Pricing: $3,500 setup and installations. Monthly ASP starts at $200 per month. Contact: 914-591-7600; http://Solatatech.com Company: VerticalResponse Product: Self-service e-mail marketing, survey and direct mail solutions Features: Create, send and track e-mail marketing campaigns; online surveys; image hosting, tracking and reporting; Google Analytics integration to evaluate how much traffic was driven to the user’s site; mailing list management; list segmentation for targeted communications; opt-in form; training, education and support; connection to the VR Lounge marketing community; live customer service; and case studies, tutorials and webinars. Publishers who have used the solution: True North Custom Publishing, Gulf Publishing Co., Parthenon Publishing, Carus Publishing, Rangefinder Publishing Inc., Zenith International Publishing, Kalmbach Publishing Pricing: No monthly obligations; the more e-mails you send, the lower the cost per e-mail. For example, if you send 1 to 1,000 e-mails the cost is $0.015 per e-mail. If you send 2,501 to 25,000 the cost is $0.012. 25,001-50,000 e-mails costs $0.01. Contact: 415-905-6880; www.VerticalResponse.com Tips for Selecting a Telemarketing Partner While no one likes to get a the dreaded sales call during dinner, telemarketing can still be an effective way to generate response from your audiences. If driving circulation is your objective, telemarketing initiatives for everything from closed-circulation drives to renewals have been successful for business-to-business and business-to-consumer publishers. “Telemarketing acts as a proactive approach to keeping subscribers and increasing the amount of credit card-based subscriptions, helping to eliminate invoice subscriptions, which have a historically low payout rate,” says Mark Swanson, director of business development, Tele Resources Inc. “In addition, telemarketing helps publications significantly clean their database by discovering incorrect data and customers no longer living at the provided address. Even on [calls that don’t result in sales], agents will receive a reason why the customer has no longer decided to subscribe. These issues can then be coded and used for customer research.” Aileen Hough, circulation manager at CSC Publishing Inc., publisher of b-to-b controlled-circ publications for individuals involved in engineering, operations and plant functions in a variety of markets, says it’s important for publishers to partner with providers with publishing knowledge and experience. “In the past, we worked with a telemarketing provider that had a very good reputation, but not in publishing. It was not a good experience. So, getting a telemarketing company that was familiar with business publishing, BPA audits, B-to-B controlled magazines and regulatory issues was very important,” she says. Hough says Meyer Teleservices, CSC’s telemarketing partner, has spent a great deal of time establishing a relationship with BPA. “By keeping up on all the rule changes regarding telemarketing, they save us a great deal of time in scripting and script approval. They structure their reports so that you can get a [lot] of detail when you want it, but also have a good, quick overview. … Reports are prompt and timely, which allows us to adjust as we go, when we’re testing new waters,” she says. Hough adds that, like any marketing methods, results are directly related to the effort investment. “Although the pre-call planning and then selection of a vendor are critical, [telemarketing] is something that needs continued attention. Once a vendor and program are in place, you can’t walk away and consider the process complete,” she says. Telemarketing Solutions Here are some of your telemarketing options on today’s market: Company: DialAmerica Product: Teleservices Features: A range of business-to-business and business-to-consumer services that include lead generation, appointment setting, consultative sales, scheduled callbacks, fulfillment and detailed, timely reporting. Publishers who have used the solution: Highlights Magazine Contact: 201-327-0200; www.DialAmerica.com Company: Edge Teleservices, Inc. Product: Outbound and inbound teleservices for both business-to-business and business-to-consumer products Features: Sales, customer service and lead generation. Publishers who have used the solution: Not provided. Pricing: Offers both an hourly as well as per-sale model. Contact: 847-838-6943; www.EdgeTeleservices.com Company: Lester Inc. Product: Domestic and international call centers offering outbound and inbound calling services Features: Custom-designed campaigns. Target market analysis, multifaceted campaigns and dedicated inbound lines for controlled business-to-business telemarketing, paid renewals, directory updates and inbound services. Publishers who have used the solution: Not provided. Pricing: Not provided. Contact: 800-999-5265; http://LesterInc.com Company: Meyer Teleservices Product: Inbound/outbound telemarketing Features: Audience development strategies for controlled and paid circulations, multichannel services, direct request and requalification and renewal, new name subscriber acquisition, account re-activation for expired/lapsed subscribers/membership, collection of demographic information, mailing and invoicing, market research studies, telephone interviewing and subscriber satisfaction surveys. Publishers who have used the solution: Dow Jones, Primedia, Jobson Publishing, Penton Technology Media Pricing: Hourly rates range $25-$28. Cost-per-subscription rates vary by program. No minimums. Contact: 800-676-9233; www.CallMeyer.com Company: Tele Resources Inc. Product: Telemarketing Features: Full call recording, multiple touch solution. Publishers who have used the solution: Time, Dow Jones Pricing: $25 per hour Contact: 888-698-8787; www.TeleResources.net

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