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Increase Classified
Ad Renewals and Revenue
Without Adding Staff
Each day hundreds of classified ads expire (are available for renewal)
at your newspaper. Classified managers agree that the more advertisers
reached, the more ads renewed, and the more revenue generated. mass2one’s
Classified Ad Renewal Email Marketing program will help you increase ad
renewals and classified revenue, while reducing ad renewal costs, and saving
classified rep’s time.
Here’s How the Program Works
We work with you to
develop a daily export from your classified system of those ads that are
viable for renewal. In addition to basic customer contact information,
your file includes specific information on the classified ad to be renewed.
Click here to view a sample classified
renewal data file.
Email Campaign Manager software from mass2one creates, distributes and
tracks the results of your classified ad renewal programs. A text or HTML
email message is sent to the advertiser reminding them to renew their classified
ad. Emails are personalized and are sent from the classified rep that processed
the initial ad order. HTML messages feature personalized email headers
including the ad rep’s photo and contact information. A sample personalized
email header follows:
Personalized email headers increase response rates and lower ‘opt-out’
or unsubscribe rates. Email Campaign Manager software automatically associates
the appropriate sales rep email header with each customer email.
Sample Classified Renewal Email
Click image to enlarge
Variable data fields are highlighted in red. Trackable links to ad renewal
sign-up pages are blue. Email Campaign Manager software automatically customizes
each email message using the information from your classified system.
Making It Easy for Customers to Renew Their Ad
Classified customers are taken to a classified sign-up form to confirm
their ad renewal. You can direct customers to your existing ad renewal
web site, or you can use Email Campaign Manager software’s response
site capabilities. Ad renewal sign-up forms are pre-populated with customer
contact information to save time and increase response. Customers submitting
ad renewal forms receive a confirmation message thanking them for their
business.
Real-Time Reporting Speeds Follow-Up & Sales
When classified customers renew their ad, a sales notice is immediately
sent via email to their assigned sales rep for timely follow-up. Copies
of sales notices may also be sent to supervisors for monitoring sales rep
follow-up.
Sample Sales Notice Email
Click Image to enlarge
Real-time sales notice emails provide the information your reps need to
quickly follow-up on renewed ads. Sales notices can be sent to ad assistants,
designers or supervisors to keep your team up-to-date.
Measurable Campaigns and Immediate Results
Email Campaign Manager software allows you to track daily email campaign
results, create and save reports, and view and export information on classified
advertisers. Most classified customers respond to well-timed renewal emails
in less than 24 hours. You can check the results from each day’s email
renewal effort at any time.
Sample Ad Renewal Campaign Summary Report
| CAMPAIGN
DATE |
3/4/2007 |
3/5/2007 |
3/6/2007 |
3/7/2007 |
3/8/2007 |
Total |
Classified Ads for
Renewal by Email |
68 |
83 |
114 |
145 |
75 |
485 |
| Undeliverable Emails |
7 |
6 |
10 |
17 |
6 |
46 |
| % Undeliverable |
10.3% |
7.2% |
8.8% |
11.7% |
8.0% |
9.5% |
| Net Deliverable Emails |
61 |
77 |
104 |
128 |
69 |
439 |
# Clicking on Link in
Renewal Email |
9 |
11 |
16 |
19 |
11 |
66 |
% Clicking Through on
Renewal Email Link |
14.8% |
14.3% |
15.4% |
14.8% |
15.9% |
15.0% |
| Ad Renewal Forms Submitted |
5 |
6 |
9 |
12 |
6 |
38 |
Click Through to Form
Submission % |
55.6% |
54.5% |
56.3% |
63.2% |
54.5% |
57.6% |
| Actual Ads Renewed |
4 |
6 |
8 |
11 |
6 |
35 |
Ads Renewed as % of
Emails Sent |
6.6% |
7.8% |
7.7% |
8.6% |
8.7% |
8.0% |
| Value of Ads Renewed* |
$ 172.00 |
$ 258.00 |
$ 344.00 |
$ 473.00 |
$ 258.00 |
$ 1,505.00 |
| Cost Per Sent Email ($0.10) |
$ 7.80 |
$ 9.50 |
$ 13.20 |
$ 16.90 |
$ 8.70 |
$ 56.10 |
Ad Revenue @ $43/ad
(less send costs) |
$ 164.20 |
$ 248.50 |
$ 330.80 |
$ 456.10 |
$ 249.30 |
$ 1,448.90 |
Automatic Follow-Up Based on Response or Time
Email Campaign Manager software tracks customer response to your classified
ad renewal email message. You can schedule automatic follow-up messages
to those not responding to remind them of ad expiration dates, or schedule
post expiration date renewal offers. Email Campaign Manager’s exclusive
Campaign Filter checks to see whether customers qualify for follow-up messages
based on updated information from your classified system.
Schedule automatic email messages based on customer response or the passage
of time. Email Campaign Manager software provides real-time results for
each step of your email campaign and you can view, export and report results
at any time.
How To Acquire Classified Customer Emails?
mass2one works with your newspaper to establish an email and permission
collection program using existing customer contact points: online classifieds,
classified call center, etc. Classified reps request an email address and
permission to communicate by email at the time the classified ad is ordered.
This effort requires training of classified staff to establish email and
permission collection as a standard operating procedure. Experience shows
that email collection rates start with 15% of all advertisers providing
their email and permission and grow as classified reps gain experience.
Many classified systems are capable of storing a customer email address.
Older systems may require additional programming to collect and maintain
customer emails and permission. We recommend capturing the date the email
was collected or last updated, as well as email ‘opt-in’ status
to support the ongoing maintenance of customer emails and permission.
Quickly Build Your Database with
Advertiser Email Append
Advertiser
Email Append can help you quickly build your database of current and past
customers with opt-in email addresses and accelerate your use of email marketing
to increase classified ad revenue. Your
classified customer file is matched against a national database of ‘opt-in’
emails and email addresses are appended to matched records. You only pay
for matched and deliverable emails. A monthly or quarterly email append
process can be established to provide you with ongoing updates for your
classified customer database.
Classified customer records are matched to a national ‘opt-in’
email database and email addresses are appended to matched records. You
receive your original file, plus customer emails for your ongoing use.
Click
here for more information on Advertiser Email Append.
Click
here for Email Append Agreement.
Increase Classified Ad Revenue with mass2one’s
Classified Ad Renewal Email Marketing Program
The sooner your newspaper integrates permission-based email
into your classified ad renewal process, the sooner your classified revenue
will increase. mass2one works with you to set up an initial trial program
to demonstrate the return on investment provided by our Classified Ad Renewal
Email Marketing program. We’ll then help you automate the process
so you can increase classified renewal without adding staff. Click
here for pricing information or call 800-499-6780 to learn more about how your newspaper can increase
classified ad renewal and revenue without adding staff.
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