1	Best Practices: Converting Current Subscribers to Digital Magazines Cimarron Buser Texterity, Inc Circulation Management June 15, 2005
2	Agenda Texterity Background Best Practices Communicate Availability Instant First Issue Delivery Free Trial Subscriptions E-Mail “Good Habits” Summary – Q&A
3	Texterity Background Provider to publishing industry Solutions for publishers since 1991 Experienced in providing digital magazines, catalogs, books Digital magazine solution Only requires browser; no downloads or applications Complete tracking and reporting Subscriber management with access control Integrated circulation building and advertising programs E-Mail solutions Digital delivery notification (single or batch) via E-Mail BPA/ABC “Audit Trail” for subscribe communications
4	Texterity Customers
5	Best Practices 1. Communicate Availability
6	Convert the Predisposed Regular ads in publication print editions Self-promotion with a message Mentions of digital editions “Above the fold” for web sites Newsletters, e-mail communications Target the digital audiences “Avid readers” “Underserved readers”
7	Integrated Messaging Print integration Cover wrap or bellyband with URL of digital magazine Help information integrated in print edition Editorial or other copy Web site integration Messages on web site inviting digital edition Free samples, “minimum” form (email and name only) Instant access via email to registered users Digital edition integration Links back to website for article updates, specials Ability to subscribe to print edition from digital
8	Editor’s Notes Promoting Digital
9	Advertising Examples Promoting Digital
10	Web Messaging Linked to Digital
11	Best Practices 2. Instant First Issue Delivery
12	Deploy “Instant First Issue Delivery” Programs Instant access after signup for print (or digital) Enables subscriber to start reading within a few seconds after signing up Counteract “please wait 4 to 6 weeks...” Reader gets familiar with magazine Positive experience for print or digital reader Measurable results for paid magazines Increases the “form completion” rate on sub offer Increases the pay-up rate on soft offers
13	Sample Home Page with offer
14	Sample Home Page with offer
15	Best Practices 3. Free Trial Subscriptions
16	Deploy “Free Trial Subscription” Programs House web sites Alternative to full qualification (business) or soft offer with “trial offers” Co-registration Trade show registration pages Related publication lists Professional associations Use the magazine as a selling tool! Quick “one-click” access is crucial
17	Trial Sign-Up Page
18	Confirmation Page
19	Notification E-Mail
20	Best Practices 4. E-Mail “Good Habits”
21	Motivate Subscribers to Open and Use Mail Brand E-Mail to Publication Logo, colors, font, layout to match publication Email address “from” / “name” (e.g., editor’s name) “Subject” line interesting matched with user interest Make Related Content Easy to Access Single click to access issue No downloads, installations, or plug-ins Instant access for print subscribers via match code
22	Approaches to Deliver E-Mail “HTML” and “Text” Messaging Techniques If requestor “opts-in” from signup page or has received previous messages, use HTML If new messaging, use HTML, followed by Text if initial message not read (via HTML image trigger) Allow subscriber to choose HTML or Text Use “Sign-Up” Page On “confirmation” page, tell user to expect message and to allow the “from” email address Use same “from” address for subsequent email
23	Email Introductory Message
24	Email “Deep Link” Message
25	Colorful, High-Level Message
26	Summary – Questions & Answers For more information contact: Cimarron Buser Texterity, Inc. 144 Turnpike Road Southborough, MA 01772 telephone (508) 804-3062 www.texterity.com