Free Online Publication Launches Paid Newsletter
A well-established online health publication with an existing line of information products and supplements approached me to write the promotion for their new paid newsletter service. There was some debate about how best to introduce this new paid service to a newsletter that had been offered free for 3 years.
We decided to use the 5-step Segmentation Ascension Marketing System:
- Build interest and create a segmented “hot-list” of highly interested prospects through email and ezine ads.
- Email a pre-launch teaser series and a launch series to drive traffic to…
- Long form, direct response sales page to sell the newsletter. Test and tweak to maximize conversions.
- Email broad launch sequence to entire house file.
- Implement renewal sequence for expiring subscriptions
The Results: Nearly 10% of the “hot-list” bought the promotion and nearly 50% bought the extended membership. More importantly, the client got a 900% ROI in the first 2 weeks alone.
Case Study 2- Integrated Offline-to-Online Campaign Sells Sports Supplement Package
