How to Explode Your Subscription Revenue Through Email ...

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How to Explode Your Subscription

Revenue Through Email Testing

and Strategic Pricing

Julie Lohmeier Vice President, Marketing Monday, May 7, 2007

Outline

3 Methods of Exploding Subscription Revenue

Results Lessons Learned

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? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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3 Methods of Exploding Subscription Revenue

Repackage existing content Launch new content or services Offer paid "samples"

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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3 Methods of Exploding Subscription Revenue

Repackage existing content Launch new content or services Offer paid "samples"

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

Overview

Often convert free content to paid Difficult at first, user resistance Requires low prices Example: Zacks Premium

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Repackaging Existing Content

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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.

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Repackaging Existing Content

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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

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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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

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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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

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? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

Tests ? Subject line 2/14/07

90 Days to More Profits ? or Your Money Back

Winner: 17% increase on Open rate

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

Tests ? Postcard 3/13/07

Long email to buy page Postcard to long page to buy page (Long email = Long page)

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

13

Repackaging Existing Content

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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Repackaging Existing Content

Tests ? Postcard 3/13/07

Postcard to long page to buy page Winner: 4x more orders

More data on this topic available from::

? 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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