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How to Explode Your Subscription

Rank Stocks from #1(Strong Buy) to #5 (Strong Sell)

Kelvin_Ajay
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How to Explode Your Subscription

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  1. How to Explode Your Subscription Revenue Through Email Testingand Strategic Pricing Julie Lohmeier Vice President, Marketing Zacks.com Monday, May 7, 2007

  2. 3 Methods of Exploding Subscription Revenue Results Lessons Learned Outline © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  3. Repackage existing content Launch new content or services Offer paid “samples” 3 Methods of Exploding Subscription Revenue © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  4. Repackage existing content Launch new content or services Offer paid “samples” 3 Methods of Exploding Subscription Revenue © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  5. Repackaging Existing Content • Overview • Often convert free content to paid • Difficult at first, user resistance • Requires low prices • Example: Zacks Premium © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  6. Repackaging Existing Content • Zacks Premium • Zacks Rank • Rank Stocks from #1(Strong Buy) to #5 (Strong Sell) • “Earnings estimate revisions are the most powerful force impacting stock prices.” • 31.9% Average Annual Return • $10,000 in 1988 now worth $1.7 Million • Partially free previously • Now only available through Zacks Premium or Zacks Elite • Additional exclusive research • Incredible value © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  7. Zacks Process Free Preview Period – 14 days Introductory Rate – 1 month Occasional discounts post launch Email to house list for “heavy lifting” Integrate on web site 90-Day Refund Policy Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  8. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  9. Repackaging Existing Content • Pricing Strategy • Preview Period: $99 for 13 months • Charter Membership: $99 for 12 months • Full price: $199 • Discount: $149 • Monthly option: $24.95 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  10. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  11. Repackaging Existing Content • Tests – Subject line 2/14/07 • 90 Days to More Profits – or Your Money Back • How to Beat the Market with a Premium Portfolio © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  12. Repackaging Existing Content • Tests – Subject line 2/14/07 • 90 Days to More Profits – or Your Money Back • Winner: 17% increase on Open rate © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  13. Repackaging Existing Content • Tests – Postcard 3/13/07 • Long email to buy page • Postcard to long page to buy page • (Long email = Long page) © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  14. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  15. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  16. Repackaging Existing Content • Tests – Postcard 3/13/07 • Postcard to long page to buy page • Winner: 4x more orders © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  17. Repackaging Existing Content • Creative • Winning postcard 3/13/07 • Subject = Limited Time: Save Now on Zacks Premium • New postcard to new landing page 4/17/07 • Subject = Special Savings for Zacks.com Users – Expires Friday © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  18. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  19. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  20. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  21. Repackaging Existing Content © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  22. Repackaging Existing Content • Creative • New postcard to new landing page 4/17/07 • Winner: 36% more opens, 28% more clicks, 136% more sales • Landing page became new landing page © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  23. Repackaging Existing Content • Future Tests • $50 off • $150 off • 25% savings • Price = $149 on all © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  24. Repackage existing content Launch new content or services Offer paid “samples” 3 Methods of Exploding Subscription Revenue © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  25. Launch New Content or Services • Overview • Easier user acceptance • Higher prices typically • Counter-Intuitive: Customers will pay more for less if it’s EASY and PROVEN to work • Example: Trading Services – Surprise Trader, Breakout Trader, Options Trader © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  26. Launch New Content or Services • Trading Services • Easy: What to buy, when to buy it, and when to sell • Proven: Back-tested results = 55.8% per year on Breakout Trader • Real results: Surprise Trader – beats S7P 500 by nearly 3x, one stock up 17% in 13 days • Zacks Rank foundation © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  27. Launch New Content or Services • Zacks Process • Launch • “Updates” at week 1 or 2 • Last week countdown on introductory price • Last day for charter price – 30 days • Email + web site links and placements • 90-Day Refund Policy + Guarantee © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  28. Launch New Content or Services © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  29. Launch New Content or Services • Pricing • Launch price: $995 • Full price: $1495 • Occasional discount offers at $995 – limited time • Once proven performance and accepted,6-12 months, raise to $2995 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  30. Launch New Content or Services • Tests • Surprise Trader – Subject 10/10/06 • Zacks Best Kept Secret: Available Now • Zacks Secret to Profits this Earnings Season © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  31. Launch New Content or Services • Tests • Surprise Trader – Subject 10/10/06 • Zacks Best Kept Secret: Available Now • Winner: 13% higher net CTR © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  32. Launch New Content or Services • Tests • Surprise Trader – Postcard 3/20/07 • Long Page to Buy Page • Postcard to Long Page to Buy Page © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  33. Launch New Content or Services © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  34. Launch New Content or Services © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  35. Launch New Content or Services • Tests • Surprise Trader – Postcard 3/20/07 • Postcard to Long Page to Buy Page • Winner: 166% more sales © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  36. Launch New Content or Services • Tests • Breakout Trader – Copy 2/21/07 • Resend • Introduction to previous email © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  37. Launch New Content or Services © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  38. Launch New Content or Services © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  39. Launch New Content or Services • Tests • Breakout Trader – Copy 2/21/07 • Introduction to previous email • Winner: 4:1 more in sales © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  40. Launch New Content or Services • Tests • Breakout Trader – Subject 4/3/07 • From a Lowly Zacks Sell or Hold to an Emphatic Zacks Buy • Outsmart Wall Street with New Zacks Rank Breakout Trader © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  41. Launch New Content or Services • Tests • Breakout Trader – Subject 4/3/07 • From a Lowly Zacks Sell or Hold to an Emphatic Zacks Buy • Winner: 5:1 better on sales, 20% higher net CTR © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  42. Repackage existing content Launch new content or services Offer paid “samples” 3 Methods of Exploding Subscription Revenue © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  43. Offer Paid “Samples” • Overview • Low-cost product* • Loyalty reward, value add, or enhancement to more expensive products • First purchase • Relatively short-lived • Timely offerings (eg., Top Stocks for 2007) • Special Opportunities (eg., Stocks to Double) • Hot industries (eg., biotech, energy, etc.) © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  44. Offer Paid “Samples” • Zacks Process • Pre-launch promotion • Launch • Update • Performance • “Teasers” • One month • Regularly after launch, about 6 months • Email + integrated on web site • No Refund, Limited Guarantee © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  45. Offer Paid “Samples” • Price • Encourage first time sale • Don’t cheapen product • Top 10: $299, Stocks to Double: $99 • Special discounts and permissions • $100 off for paid customers (Top 10) • Free enhancement for Zacks Elite (S2D) © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  46. Offer Paid “Samples” • Tests • Subject – Top 10 (12/9) • What are Zacks Top 10 Stocks for 2007? • Introducing Zacks top 10 Stocks for 2007 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  47. Offer Paid “Samples” • Tests • Subject – Top 10 (12/9) • Introducing Zacks top 10 Stocks for 2007 • Winner: 22% higher net CTR © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  48. Offer Paid “Samples” • Tests • Subject – Stocks to Double (4/24/07) • Introducing Zacks New 6 Stocks to Double • New Zacks Report: Stocks to Double © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  49. Offer Paid “Samples” • Tests • Subject – Stocks to Double (4/24/07) • New Zacks Report: Stocks to Double • Winner: 8% higher open, 22%% better net CTR, 75% more orders © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

  50. Offer Paid “Samples” • Tests • Subject – Stocks to Double (5/1/07) • Updated New Zacks Report, Stocks to Double • Breaking News on Zacks Report, Stocks to Double © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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