How Modern Healthcare Used Email to Convert 3% of Its Audience Into Paid Subscribers
Automated email is a powerful tool for publishers to nurture readers towards a subscription or purchase. Email automation allows publishers to develop a targeted email series that automatically deploys to readers based on certain actions they’ve taken. For example, Modern Healthcare, a title by Crain Communications, created a welcome series of emails for new email subscribers with the goal of converting them into paid subscribers and event attendees. Modern Healthcare deployed a series of six emails over a 70-day period, with each email offering a new way for the reader to opt in to an event or paid subscription. The result was a 3.6% conversion rate, driving over $4,000 in subscriber revenue.
The following video is excerpted from the recent Publishing Executive webinar, “Strategies for Increasing Email & Newsletter Revenue.” In it Modern Healthcare director of audience development Jennifer Mosley explains how the welcome series was created and best practices for publishers looking to launch similar revenue-driving initiatives. For more insights on growing revenue from email, watch the complete webinar here.