Best Practices: Converting Current Subscribers to Digital Magazines

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Best Practices Converting Current
Subscribers to Digital Magazines

• Cimarron Buser
• Texterity, Inc
• Circulation Management June 15, 2005

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Agenda

• Texterity Background
• Best Practices
• Communicate Availability
• Instant First Issue Delivery
• Free Trial Subscriptions
• E-Mail Good Habits
• Summary QA

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Texterity Background

• Provider to publishing industry
• Solutions for publishers since 1991
• Experienced in providing digital magazines,
  catalogs, books
• Digital magazine solution
• Only requires browser no downloads or
  applications
• Complete tracking and reporting
• Subscriber management with access control
• Integrated circulation building and advertising
  programs
• E-Mail solutions
• Digital delivery notification (single or batch)
  via E-Mail
• BPA/ABC Audit Trail for subscribe
  communications

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Texterity Customers
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Best Practices1. Communicate Availability
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Convert the Predisposed

• Regular ads in publication print editions
• Self-promotion with a message
• Mentions of digital editions
• Above the fold for web sites
• Newsletters, e-mail communications
• Target the digital audiences
• Avid readers
• Underserved readers

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Integrated Messaging

• Print integration
• Cover wrap or bellyband with URL of digital
  magazine
• Help information integrated in print edition
• Editorial or other copy
• Web site integration
• Messages on web site inviting digital edition
• Free samples, minimum form (email and name
  only)
• Instant access via email to registered users
• Digital edition integration
• Links back to website for article updates,
  specials
• Ability to subscribe to print edition from
  digital

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Editors Notes Promoting Digital
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Advertising Examples Promoting Digital
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Web Messaging Linked to Digital
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Best Practices2. Instant First Issue Delivery
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Deploy Instant First Issue Delivery Programs

• Instant access after signup for print (or
  digital)
• Enables subscriber to start reading within a few
  seconds after signing up
• Counteract please wait 4 to 6 weeks...
• Reader gets familiar with magazine
• Positive experience for print or digital reader
• Measurable results for paid magazines
• Increases the form completion rate on sub offer
• Increases the pay-up rate on soft offers

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Sample Home Page with offer
Free Issue Offer
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Sample Home Page with offer
RestateFree Offer
Tie into specific content
Digital Magazine Benefits
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Best Practices3. Free Trial Subscriptions
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Deploy Free Trial Subscription Programs

• House web sites
• Alternative to full qualification (business) or
  soft offer with trial offers
• Co-registration
• Trade show registration pages
• Related publication lists
• Professional associations
• Use the magazine as a selling tool!
• Quick one-click access is crucial

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Trial Sign-Up Page
Clear Offer
Only 2 Fields required keep it simple
Opt In for additional offers
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Confirmation Page
Create call to action for user to open e-mail
Confirm user information
Make sure user will accept your mail now and in
the future!
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Notification E-Mail

• FOOTER ELEMENTS
• Removal Link
• Privacy Policy
• Privacy Administrator Email Address
• Company Name
• Physical Mail Address

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Best Practices4. E-Mail Good Habits
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Motivate Subscribers to Open and Use Mail

• Brand E-Mail to Publication
• Logo, colors, font, layout to match publication
• Email address from / name (e.g., editors
  name)
• Subject line interesting matched with user
  interest
• Make Related Content Easy to Access
• Single click to access issue
• No downloads, installations, or plug-ins
• Instant access for print subscribers via match
  code

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Approaches to Deliver E-Mail

• HTML and Text Messaging Techniques
• If requestor opts-in from signup page or has
  received previous messages, use HTML
• If new messaging, use HTML, followed by Text if
  initial message not read (via HTML image trigger)
• Allow subscriber to choose HTML or Text
• Use Sign-Up Page
• On confirmation page, tell user to expect
  message and to allow the from email address
• Use same from address for subsequent email

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Email Introductory Message
Single-click access to issue
Custom message based on split code
Sneak preview of content
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Email Deep Link Message
Single-click access to issue
Linksdirectly to content pages
Privatebranding
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Colorful, High-Level Message
Large Cover, Single-click access to issue
Digital edition benefit statements
Direct Links to Main Articles
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Summary Questions Answers

• For more information contact
• Cimarron Buser
• Texterity, Inc.
• 144 Turnpike Road
• Southborough, MA 01772
• telephone [phone]
• www.texterity.com