Customer Stories

    How Sosland Publishing Achieved a 34% Increase in Total Renewal Completions

    Sosland Publishing needed a way to modernize its audience engagement approach. They wanted to reduce manual effort while improving user experience and conversion rates across renewals, subscriptions, and lead generation. By leveraging Omeda’s platform, the publisher automated critical processes, activated underutilized content assets, and extended both known and unknown audience engagement across multiple brands to achieve measurable results.

    Dustin Pickman Quote

    The Challenge

    Renewal campaigns were high-effort and resource-intensive. At the same time, high-value content assets often went underutilized, limiting opportunities for new lead generation. But resources remained thin, necessitating creative new approaches that would bring quick wins, with the intention to iterate for continuous improvement.

    Key pain points:

    • Manual renewal initiatives consumed staff resources
    • Inconsistent email cadences led to poor timing for many audience members’ renewal cycles and unnecessary subscriber churn
    • Inconsistent renewals resulted in more costly efforts to grow the audience
    • Underleveraged premium content meant missed conversion opportunities

    “To reduce the burden on our resources while increasing renewals and conversions, we needed low-lift but high-value solutions with quick, measurable ROI.”

    The Turning Point

    With renewal rates plateauing and staff at capacity, Sosland Publishing prioritized modernizing the renewal process and experimenting with campaigns that were personalized, data-driven, and scalable, all while staying lean. The goals: automate routine workflows, simplify the user journey, and generate new opportunities from existing content.

    The Solution

    By unifying renewal workflows in Omeda, Sosland replaced scattered manual processes with always-on campaigns. Adding onsite personalization turned abandoned renewals into re-engagement opportunities. With Omeda, Sosland implemented multi-touch audience engagement journeys, website personalizations, and website behavior tracking to create always-on campaigns composed of seamless, precisely targeted user experiences.

    Automated, personalized renewal journeys through a marketing automation platform like Omeda

    Omeda’s digital marketing automation tool enables marketers to create automated, personalized customer journeys across various channels like email and display ads. It uses a visual builder to guide customers through multi-channel campaigns, incorporating content personalization, A/B testing, audience segmentation, and data-driven decision-making to deliver relevant experiences and drive engagement.

    Omeda platform marketing automation journey

    Marketing automation journey example from Sosland Publishing

    “We wanted to automate our email renewal process using continuous automated journeys and personalizations. Our strategy focused on a multi-touch email campaign designed to drive renewals through varied subject lines and messaging. We incorporated both standard renewal forms and streamlined one-click forms to increase conversions.”

    Automated onsite retargeting with personalized messages

    “Users who completed the full email journey without renewing were then retargeted onsite with two personalized messages. Once a user renewed at any point in the process, they were removed from the campaign until the following year.”

    Soland renewal prompt example on Pet Food

    Example: Known audience personalized renewal prompt

    Ability to convert unknown audiences to known contacts with a lead-gen campaign offering content aligned with audience interests in exchange for contact data

    “Here’s an example. If an unknown visitor lands on our Meat + Poultry site, we offer an industry-specific, high-value piece of content to them with a compelling teaser excerpt and a very short, simple form (we made ours with Omeda’s webform builder) to entice visitors to share minimal identity info. If they do, they become known and we can begin to build a profile for them with their interests and behavior to properly place them in follow-up campaigns. Giving audiences something of value makes it far more likely they’ll give us contact information.”

    Pro tip: Repurpose existing assets or evergreen content packaged as PDFs to save time and money and get an even better ROI out of both your content and the campaign.

    Sosland Meat Poultry example webform content offer

    Example: Unknown-to-known lead generation with webform content offer

    Once an audience member is known, you can use automated, personalized follow-up campaigns with much more precise targeting, and identify cross-sell opportunities based on cross-channel engagement and behavior.

    “I can come up with lots of wild ideas, but without Omeda’s help and industry knowledge to guide me, those ideas just stay in my head. Omeda gives us the tools to really execute those plans that we have and the support to navigate those challenges.”

    The Results

    For a relatively low-effort and inexpensive initiative, Sosland Publishing was able to get some quick wins.

    Outcomes How They Got There
    Renewals: A 34% lift in total renewal  completions (8,984 submissions vs. 6,715) after automating renewals with Omeda
    • Automated renewal campaigns with Omeda
    • Retargeted non-renewers with personalized on-site messages
    Lead generation: 520 evergreen content downloads in two months, including 336 new contacts
    • Used website behavior and engagement data to define high-value audiences
    • Offered personalized PDF assets in exchange for contact information
    Cross-sell growth: 234 additional product subscriptions from follow-up campaigns Created automated follow-up campaigns with Omeda to extend conversions into cross-sells

    Organizational Benefits

    Sosland Publishing moved from fragmented, manual workflows to automated, data-driven campaigns that consistently drove results. Conversions rose without increasing staff workload, evergreen content became a reliable source of new contacts and potential new revenue, and first-party data activation created new opportunities for advertising and cross-brand expansion.

    “The campaign ran for approximately two months and generated 520 downloads, including 336 previously unknown contacts. Through follow-up messaging, these individuals went on to subscribe to 234 additional products, significantly extending the reach and impact of the initial effort.”

    Summing It Up

    Automation delivers more than efficiency—it drives measurable business outcomes. Personalization for more precise targeting and segmentation significantly boosts conversions. Combining first-party data with personalization is the key to long-term growth. Finally, once proven, these campaign models can scale across multiple brands and products to multiply impact.

    What’s Next for Sosland Publishing

    Sosland is expanding on its success by incorporating content recommendations within new automated journeys and leveraging interactive polls and quizzes in future personalizations. Building on its success with renewals, new product subscriptions and lead generation, Sosland plans to expand its use of Omeda to:

    • Scale evergreen content campaigns across more brands
    • Introduce new advertising products powered by personalization
    • Further refine audience journeys with real-time first-party engagement data

    “The campaign served as a blueprint for similar initiatives across other brands and acted as a proof of concept for a new advertising opportunity currently in development.”

    Ready to easily increase your conversions?
    Omeda can help you streamline your tech stack, unify your data, and turn audiences into revenue. Book a demo with one of our experts to learn more.

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