Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Cover Story : Subscribing to Hearst's E-mail Philosophy

New subscriptions and traffic drives are Hearst's subject line

April 2009 By Heather Fletcher
Get the Flash Player to see this rotator.
 

So House Beautiful and Popular Mechanics don’t have much in common other than their parent company, Hearst Magazines of New York, right? Well, no.

As it turns out, readers of both magazines—as well as other Hearst titles, including Country Living and Good Housekeeping—are interested in being environmentally conscious if it’s affordable. So Hearst targeted each magazine’s subscribers in a six-part “Earth Month” e-mail campaign. Recipients responded by heading to Hearst’s TheDailyGreen.com in droves. There, House Beautiful readers could learn how to save on organic food while Popular Mechanics subscribers could research the “10 Most Fuel-Efficient 2008 Vehicles.” Meanwhile, the print magazine subscribers were helping drive traffic on the “green Web site for regular people” by clicking through and accounting for 25 percent of TheDailyGreen.com’s April 2008 traffic.

Understanding its readers this well and aiming targeted e-mail campaigns their way is just one example of how Hearst is accomplishing its main e-mail marketing goal of subscription acquisition and traffic driving—objectives chosen primarily because of their measurable returns on investment, says Sharon Bailey Romano, e-mail marketing director in the marketing and audience development area of the digital media division of Hearst Magazines, which is a unit of Hearst Corp.

Hearst’s first e-mail campaigns began in 2003 but aimed for the stratosphere starting in 2005. Bailey Romano says since 2005, Hearst has almost quadrupled the new subscription acquisition e-mail volume and now sends tens of millions of messages each year. Those campaigns have translated into five times as many magazine subscriptions originating from the publishing giant’s e-mail efforts, totaling 20 percent of Hearst Magazines’ new subscriptions that come in yearly via digital means. The remaining 5 percent of the digital total includes subscriptions that arrive from branded and third-party sites, making overall digital the source for 25 percent of Hearst’s new magazine subscriptions.

“We’ve also launched multiple e-mail newsletters in the last two years, and in the last year, our newsletter [e-mail] volume has increased more than 50 percent and page views generated have increased over 200 percent,” Bailey Romano says. “We also began testing the effectiveness of short-term and one-off traffic drivers in 2008, and with 6 percent of our total page views generated coming from the limited number of these types of campaigns, we see great promise for growth in 2009.”

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!Does your writing bore readers? Write Everything Right! will 
introduce you to the tested and proven attention-getting (and 
attention-holding) secrets of an elite, anonymous cadre of writers. They
 earn six and seven figures a year. These are advertising copywriters 
who have been mobilizing the English language and sending it out to sell
 for the past 800 years. Their unique skill: copy so powerful and 
smooth, it's easier to read than to skip.



For a free PDF sample of Write Everything Right!

Click Here

You must have a PDF Reader in order to read the sample.What readers are saying...
Once again, Denny Hatch provides us with 
sage and proven advice from the trenches.
The book is chock full of examples, takeaways, 
and strategies for making every word more 
compelling and persuasive. This is easily one 
of those "top shelf" books you’ll reference 
time and time again. —Charles Gaudet

I read the book in two days...I couldn't put
it down! It is fun reading filled with resources,
anecdotes, and although I have an MBA in 
Marketing, I learned much more from your
book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune 
your writing skills whatever you write. Denny's 
wit and craftsmanship as an experienced
writer/author shine through on every page.
 —Pat Friesen Write Everything Right!

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!

Does your writing bore readers? Write Everything Right! will introduce you to the tested and proven attention-getting (and attention-holding) secrets of an elite, anonymous cadre of...

ORDER NOW

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: