Follow Us On Twitter...

As part of our continuing effort to increase engagement with our readers we delivered a message (via e-mail) to our subscribers inviting them to follow the OP on Twitter. A simple link in the display took them directly to the site. Since sending the invite we’ve secured nearly 100 new followers with the number growing every day.

Our Marketing department helped with the invite while our IT department set up the e-mail blast to all of our subscribers with an e-mail address on file. We expect the increase in engagement will add value to our product and help retain customers.

Marketing Tips...

Some amusing yet relevent tips from Yogi!!

http://www.melissadata.com/enews/marketingadvisor/articles/1012b/3.htm

Targeted e-mail offer...

We’ve all gone after previous subscribers with telemarketing, mail, samples, etc. to get them back in the fold. New in our efforts was the test of an e-mail message program incorporating our current Holiday Bonus Sale graphics along with the special offer. The e-mail was delivered to previous home delivery customers.

To-date the program has generated 6 restarts incurring very little, if any acquisition expense. We’ll continue developing and testing ways to use e-mail as a tool to help us reach our goals. More to come…

Reader Engagement…

As part of our effort to increase engagement with our readers we delivered a message (via e-mail) to our subscribers inviting them to friend the OP Facebook page. A simple link in the display took them directly to the page. Since sending the invite we’ve secured 42 new fans with more joining every day.

Our Marketing department created the invite while our IT department set up the e-mail blast to all of our subscribers with an e-mail address on file, approximately 17,000. Although we don’t classify the results as hitting a home run, every new friend is welcome and will help spread the word. We expect the increase in engagement will add value to our product and help retain customers.

New QR Code Application...

We begin testing a new QR Code placement on OP home delivery invoices next week. The code, once scanned, will take a subscriber directly to the JRC web pay site. The goal is to add another convenient means for customers to pay their bill and renew their subscription. The QR Code application will be offered to all publications currently using the JRC web page site.

Using e-mail to prompt web payments…

In addition to sending out a Welcome Message and a 30 Day Checkup using e-mail, we recently started an e-mail messaging program covering payment options and reminder notices. We’re showing steady increases in the number of web payments since the option became available in August and the e-mail program was launched(invoice inserts are also being used to reach those without an e-mail address on file). Jim Geottes spearheaded the program and has been tracking the results.

Feel free to contact Jim at james.geottes@oakpress.com if you have any questions, suggestions, or would like more information.

Getting Our Message Out!

As part of an Idea Lab project, I have compiled a data file of ex-print subscribers (permanent stops) from 17 JRC daily print publications. It contains 860,879 records. It will serve as a marketing data base of individuals who at one time relied on us for printed news and information, and valued our brand.

The goal of the project is to reestablish a relationship and an engagement with these previous customers and win them back by using new tools and offering a full menu of (current and future) JRC products and delivery platforms.

I'm currently researching several options to get an effective marketing message out to these individuals/households beyond traditional means (mail, phone calls, etc). E-mail append programs and data hygiene services are available to run and match against the records but can be expensive.

Also new in the data broker world is the option for a Social Media append including facebook, twitter, and other SM sites. The opportunity to contact customers and spread the word (marketing message) through social media outlets would expand our reach dramatically.

I'm currently looking for free tools or some type of partnership to help us avoid (or reduce) the cost associated with data/information processing. Any ideas or suggestions regarding available tools, access to broadcast networks, leveraging contacts, or other resources that could help us get there would be helpful, and appreciated.

Thanks!
John Lazzeri