EPG Media & Specialty Information is a mid-sized publishing company based out of Minneapolis, MN. They publish a variety of magazines and newsletters that focus primarily on the motor sports and beverage industries.
Like most B2B publishing companies, EPG Media is always looking to maintain an audience database of engaged and up to date subscribers, especially to meet their audit goals. To do this, their Senior VP of Market Development, Joanne Juda-Prainito, would employ the typical methods to re-verify the subscription information of her existing audiences. She would hire telemarketing companies to call her subscribers with aging demographic or contact information and send out regular email renewal campaigns. These methods were successful but often expensive and didn’t provide her with a way to consistently and automatically update the subscriptions for her subscribers.
After seeing a demo of Omeda’s Personalization tool, Joanne saw a way to further engage her subscribers that needed to renew and, at the same time, save money on her telemarketing efforts. Personalization is one aspect of Omeda’s overall CDP solution and works in tandem with Omeda’s existing web tracking product, Olytics, to identify website visitors and then drive targeted popup messaging. With Personalization, Joanne could target her website visitors that are subscribed to the magazine but have not verified their subscription in the last year with a renewal popup message. Joanne liked that the renewal message could contain a link that directs her subscribers to a prepopulated renewal form where they can make changes if necessary and press submit.
The first Personalization effort was easy to create, with just a logo and some text welcoming her returning visitors and directing them to the renewal form. After activating the effort, a surprising number of subscriptions started to come in. After just two weeks, about 12 percent of the magazine subscribers who saw the effort had renewed. The source of the renewals was easily tracked through both the promo code used on the webform and the Personalization Content Impressions skittle which shows which effort the website visitor was shown.
Not only did this effort reduce the amount that will need to be spent on telemarketing, but it diversified the ways in which a subscriber can renew. Now a subscriber can be prompted to renew when they are actively engaging with the website and not only when they receive a call or email.
For questions on how to set up your own Personalization efforts please contact clientsuccess@omeda.com. If you have any success stories you’d like to share with the Omeda community, please don’t be afraid to reach out to as well!
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Photo by Austin Chan on Unsplash
