Video: How ALM Upped Click-Throughs While Dropping Its Email Sends
Editor’s Note: The below video is excerpted from the webinar “How Publishers Are Using Email to Develop & Monetize Audiences”.
ALM, a B2B publisher known for legal titles like The American Lawyer and Corporate Counsel, has amassed an audience of legal professionals numbering in the millions across 15 sites. But the publisher wanted to better monetize that audience by cutting down on expensive email opt-outs and list churn and better targeting its messages. The solution, said Robert Schultz, VP of business intelligence, was to target readers based on their activity on the site, as opposed to their subscription data alone. "People are more likely to click on something based on what they do rather than who they say they are," he explained during a webinar titled, “How Publishers Are Using Email to Develop & Monetize Audiences”.
To do this, Schultz and his team built the ALM Target Platform, which identifies individual ALM readers, tracks their behavior across the site, and shares that behavioral data with ALM’s data warehouse and email service provider (ESP). Shultz details ALM’s complete process -- from launching a registration wall to normalizing its taxonomy -- in the video below.
The results since launching the ALM Target Platform have been impressive, said Schultz. For example, ALM sent a campaign to 20,000 individuals based on their registration data, and then sent that same campaign to users based on their reader behavior data, roughly 3,700 individuals. The larger campaign earned 15.3% open rate and 52 unique clicks. The behavior-based campaign garnered a 23.5% open rate and 56 unique cliques. Cutting down email volume by more than half and using behavioral data improved all other performance metrics, including open rates, click-throughs, and responses, said Shultz. Plus, ALM’s smaller email campaigns have drastically reduced its list churn.
"The money that we’re saving in unsubscribes alone helped prove the ROI for this," said Schultz.
For more insights into audience development and email monetization, watch the complete webinar here.