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Transcript of More data on this topic available from:: How to Explode Your Subscription Revenue Through Email...
![Page 1: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/1.jpg)
More data on this topic available from::
How to Explode Your Subscription
Revenue Through Email Testing
and Strategic PricingJulie LohmeierVice President, MarketingZacks.comMonday, May 7, 2007
![Page 2: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/2.jpg)
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Outline
3 Methods of Exploding Subscription Revenue
Results Lessons Learned
![Page 3: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/3.jpg)
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3 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
3 Methods of Exploding Subscription Revenue
Repackage existing content Launch new content or services Offer paid “samples”
![Page 4: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/4.jpg)
More data on this topic available from::
4 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
3 Methods of Exploding Subscription Revenue
Repackage existing content Launch new content or services Offer paid “samples”
![Page 5: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/5.jpg)
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Repackaging Existing Content
Overview Often convert free content to paid Difficult at first, user resistance Requires low prices Example: Zacks Premium
![Page 6: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/6.jpg)
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Repackaging Existing Content
Zacks Premium Zacks Rank
• Rank Stocks from #1(Strong Buy) to #5 (Strong Sell)
• “Earnings estimate revisions are the most powerful force impacting stock prices.”
• 31.9% Average Annual Return• $10,000 in 1988 now worth $1.7 Million• Partially free previously• Now only available through Zacks
Premium or Zacks Elite Additional exclusive research Incredible value
![Page 7: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/7.jpg)
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7 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Repackaging Existing Content
Zacks Process Free Preview Period – 14 days Introductory Rate – 1 month Occasional discounts post launch Email to house list for “heavy
lifting” Integrate on web site 90-Day Refund Policy
![Page 8: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/8.jpg)
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Repackaging Existing Content
![Page 9: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/9.jpg)
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Repackaging Existing Content
Pricing Strategy Preview Period: $99 for 13 months Charter Membership: $99 for 12
months Full price: $199 Discount: $149 Monthly option: $24.95
![Page 10: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/10.jpg)
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10 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Repackaging Existing Content
![Page 11: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/11.jpg)
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Repackaging Existing Content
Tests – Subject line 2/14/07 90 Days to More Profits – or Your
Money Back How to Beat the Market with a
Premium Portfolio
![Page 12: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/12.jpg)
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Repackaging Existing Content
Tests – Subject line 2/14/07 90 Days to More Profits – or Your
Money Back Winner: 17% increase on Open rate
![Page 13: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/13.jpg)
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13 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Repackaging Existing Content
Tests – Postcard 3/13/07 Long email to buy page Postcard to long page to buy page (Long email = Long page)
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Repackaging Existing Content
![Page 15: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/15.jpg)
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Repackaging Existing Content
![Page 16: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/16.jpg)
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Repackaging Existing Content
Tests – Postcard 3/13/07 Postcard to long page to buy page Winner: 4x more orders
![Page 17: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/17.jpg)
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Repackaging Existing Content
Creative Winning postcard 3/13/07
• Subject = Limited Time: Save Now on Zacks Premium
New postcard to new landing page 4/17/07 • Subject = Special Savings for
Zacks.com Users – Expires Friday
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Repackaging Existing Content
![Page 19: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/19.jpg)
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19 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Repackaging Existing Content
![Page 20: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/20.jpg)
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Repackaging Existing Content
![Page 21: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/21.jpg)
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Repackaging Existing Content
![Page 22: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/22.jpg)
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Repackaging Existing Content
Creative New postcard to new landing page
4/17/07 Winner: 36% more opens, 28%
more clicks, 136% more sales Landing page became new landing
page
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Repackaging Existing Content
Future Tests $50 off $150 off 25% savings Price = $149 on all
![Page 24: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/24.jpg)
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24 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
3 Methods of Exploding Subscription Revenue
Repackage existing content Launch new content or services Offer paid “samples”
![Page 25: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/25.jpg)
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Launch New Content or Services
Overview Easier user acceptance Higher prices typically Counter-Intuitive: Customers will
pay more for less if it’s EASY and PROVEN to work
Example: Trading Services – Surprise Trader, Breakout Trader, Options Trader
![Page 26: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/26.jpg)
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Launch New Content or Services
Trading Services Easy: What to buy, when to buy it,
and when to sell Proven: Back-tested results =
55.8% per year on Breakout Trader Real results: Surprise Trader –
beats S7P 500 by nearly 3x, one stock up 17% in 13 days
Zacks Rank foundation
![Page 27: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/27.jpg)
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Launch New Content or Services
Zacks Process Launch “Updates” at week 1 or 2 Last week countdown on
introductory price Last day for charter price – 30 days Email + web site links and
placements 90-Day Refund Policy + Guarantee
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28 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Launch New Content or Services
![Page 29: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/29.jpg)
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Launch New Content or Services
Pricing Launch price: $995 Full price: $1495 Occasional discount offers at $995 –
limited time Once proven performance and
accepted,6-12 months, raise to $2995
![Page 30: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/30.jpg)
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Launch New Content or Services
Tests Surprise Trader – Subject 10/10/06 Zacks Best Kept Secret: Available
Now Zacks Secret to Profits this Earnings
Season
![Page 31: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/31.jpg)
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Launch New Content or Services
Tests Surprise Trader – Subject 10/10/06 Zacks Best Kept Secret: Available
Now Winner: 13% higher net CTR
![Page 32: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/32.jpg)
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32 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Launch New Content or Services
Tests Surprise Trader – Postcard 3/20/07 Long Page to Buy Page Postcard to Long Page to Buy Page
![Page 33: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/33.jpg)
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33 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Launch New Content or Services
![Page 34: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/34.jpg)
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Launch New Content or Services
![Page 35: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/35.jpg)
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35 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Launch New Content or Services
Tests Surprise Trader – Postcard 3/20/07 Postcard to Long Page to Buy Page Winner: 166% more sales
![Page 36: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/36.jpg)
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Launch New Content or Services
Tests Breakout Trader – Copy 2/21/07 Resend Introduction to previous email
![Page 37: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/37.jpg)
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Launch New Content or Services
![Page 38: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/38.jpg)
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Launch New Content or Services
![Page 39: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/39.jpg)
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39 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Launch New Content or Services
Tests Breakout Trader – Copy 2/21/07 Introduction to previous email Winner: 4:1 more in sales
![Page 40: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/40.jpg)
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Launch New Content or Services
Tests Breakout Trader – Subject 4/3/07 From a Lowly Zacks Sell or Hold to
an Emphatic Zacks Buy Outsmart Wall Street with New
Zacks Rank Breakout Trader
![Page 41: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/41.jpg)
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Launch New Content or Services
Tests Breakout Trader – Subject 4/3/07 From a Lowly Zacks Sell or Hold to
an Emphatic Zacks Buy Winner: 5:1 better on sales, 20%
higher net CTR
![Page 42: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/42.jpg)
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42 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
3 Methods of Exploding Subscription Revenue
Repackage existing content Launch new content or services Offer paid “samples”
![Page 43: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/43.jpg)
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Offer Paid “Samples”
Overview Low-cost product* Loyalty reward, value add, or
enhancement to more expensive products
First purchase Relatively short-lived Timely offerings (eg., Top Stocks for
2007) Special Opportunities (eg., Stocks to
Double) Hot industries (eg., biotech, energy,
etc.)
![Page 44: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/44.jpg)
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Offer Paid “Samples”
Zacks Process Pre-launch promotion Launch Update
• Performance• “Teasers”
One month Regularly after launch, about 6
months Email + integrated on web site No Refund, Limited Guarantee
![Page 45: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/45.jpg)
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Offer Paid “Samples”
Price Encourage first time sale Don’t cheapen product Top 10: $299, Stocks to Double:
$99 Special discounts and permissions
• $100 off for paid customers (Top 10)• Free enhancement for Zacks Elite (S2D)
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Offer Paid “Samples”
Tests Subject – Top 10 (12/9) What are Zacks Top 10 Stocks for
2007? Introducing Zacks top 10 Stocks for
2007
![Page 47: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/47.jpg)
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Offer Paid “Samples”
Tests Subject – Top 10 (12/9) Introducing Zacks top 10 Stocks for
2007 Winner: 22% higher net CTR
![Page 48: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/48.jpg)
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Offer Paid “Samples”
Tests Subject – Stocks to Double (4/24/07) Introducing Zacks New 6 Stocks to
Double New Zacks Report: Stocks to
Double
![Page 49: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/49.jpg)
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Offer Paid “Samples”
Tests Subject – Stocks to Double (4/24/07) New Zacks Report: Stocks to
Double Winner: 8% higher open, 22%%
better net CTR, 75% more orders
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Offer Paid “Samples”
Tests Subject – Stocks to Double (5/1/07) Updated New Zacks Report, Stocks
to Double Breaking News on Zacks Report,
Stocks to Double
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Offer Paid “Samples”
![Page 52: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/52.jpg)
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Offer Paid “Samples”
Tests Subject – Stocks to Double (5/1/07) Breaking News on Zacks Report,
Stocks to Double Winner: 31% better net CTR, 25%
more orders
![Page 53: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/53.jpg)
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Results
Quadrupled subscription business in 12 months
Launched 6 products Improved process as we went Did most of it with 3 staff, $0
external marketing Grew department to 6
employees
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More data on this topic available from::
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Lessons Learned
Don’t be afraid to charge high prices Guarantees and refund policies close
sales Postcards work Use Zacks name Test! When a price is over, it’s over. Copy is key. Leverage what you have. Don’t wait ‘til it’s perfect, get out there
and learn as you go.
![Page 55: More data on this topic available from:: How to Explode Your Subscription Revenue Through Email Testing and Strategic Pricing Julie Lohmeier Vice President,](https://reader035.fdocuments.net/reader035/viewer/2022062800/56649e0a5503460f94af2452/html5/thumbnails/55.jpg)
More data on this topic available from::
55 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
Credit/Thank You
Julie [email protected]