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Increase
Classified Ad Revenue
Increase Classified Ad Renewal
Lower Classified Selling Costs
mass2one helps newspapers integrate email communications into their
marketing, sales, and service mix to lower costs, improve results,
and increase ad revenue. Email Campaign Manager™software allows
your newspaper to develop and implement targeted email sales and
service programs to extend the reach of your classified ad sales
force, lower selling costs, and increase classified ad revenue.
mass2one works with you to develop a proven process for building
and maintaining a database of customers and prospects with email
addresses. We provide the Emarketing experience and results-driven
creative services required to help you achieve your classified revenue
goals.
Whether your goal is to acquire incremental revenue from current advertisers
or generate new classified revenue, we can help you develop the Emarketing
programs that will help you achieve your goals.
Email marketing is much more than just getting the word out on advertising
opportunities. Every email you send can include a link to your web
page or a response site created in Email Campaign Manager software.
Advertisers and prospects not only learn about releva nt
advertising opportunities,
they also
can sign up for ad space, renew their classified ad, or request
additional information with the click of a mouse.
The Dallas Morning News used Email Campaign Manager software
to generate more than $31,000 in ad revenue for a classified recruitment
section.
Selling Classified Recruitment
Advertising at The Dallas Morning News
The Dallas Morning News’ classified advertising department
is using email marketing to reach current advertisers and prospects
with special offers that drive early commitment for advertising
space. One of the advertising department’s initial email campaigns
was designed to verify and update advertiser contact information
as well as provide an incentive for direct accounts and agencies
to advertise in the newspaper’s Jumbo Jobs Super Employment
section.
An initial email message was sent to 814 direct accounts and 289
agency contacts from their assigned ad rep. The email asked advertisers
and prospects to verify or update their contact information (name,
address, phone, etc.) as well as provide permission for ongoing
email communications. In return for responding by a specific date,
advertisers were offered 15% savings on a 4” or larger ad in
the newspaper’s Jumbo Jobs Super Employment section.
The initial email resulted in 200 bounced emails and revealed the
need to do a better job of collecting and maintaining information
on advertisers and prospects. The Morning News classified department
adopted Microsoft Outlook as the standard application used by all
classified sales reps for capturing and maintaining customer information.
Ad reps were provided additional training on Outlook to improve
the completeness and quality of advertiser and prospect information.
More than 5% of advertisers and prospects responded to the initial
email within the first two hours of the campaign. A follow-up email
was sent to all non-responders after four days reminding them of
the approaching deadline for the savings offer. The total campaign
click through rate was 13.4% with 106 advertisers and prospects
updating their contact information as follows:
More than 100 advertisers updated their
contact information in response to an email sent from Dallas Morning
News ad reps. This chart shows the percentage of advertisers updating
each information field.
In addition
to updating their contact information, advertisers and prospects
responding to the email campaign placed more than $31,000 in advertising
in the newspaper’s Jumbo Jobs Super Employment Section: 12
advertisers placed 13 ads. Total net revenue for ads with discounts
was more than $27,000 with a program cost of less than $1,500. 97%
of the advertisers responding to the campaign agreed to receive
future email communications from The Dallas Morning News with 56%
preferring to receive text emails and 44% preferring HTML email
messages.
“The initial email campaign demonstrated the profit potential
and market advantage email marketing has in terms of supporting
the classified advertising sales process,” reports, David Morel,
Director of Customer Management & Inside Sales at The Dallas
Morning News. “The ability to use email to verify advertiser
contact information and generate ad revenue has been demonstrated
with subsequent email campaigns and we are gearing up for additional
email programs in the coming year.” In addition to supporting
special section ad sales, the Morning News plans to use email to
renew classified ads and market exhibit space at Job Fairs in 2002.
"Email marketing provides a tremendous avenue of opportunity
to build profitable relationships with our advertisers and subscribers.
The ability to keep consumer information current, take the "pulse"
of our customers via online surveys and promote advertising through
email marketing initiatives will play a vital role in our success.
The future will be about ‘customer access’. Email Marketing
provides the needed velocity to promote, grow, act and evaluate
our relationship with the consumer,” adds Morel.
For
more information on how your newspaper can lower
selling costs and increase classified ad revenue, please complete
the response form below or contact Scott Stines at
1-800-499-6780 today.
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