Recorded on: June 29, 2023
In this webinar, learn how BNP Media secured its revenue stream with its win-back campaign — and how you can implement their strategy yourself.
Some key takeaways include:
✅ how to harness your subscriber data to increase renewals and reduce churn
✅ how to automate your subscription payment process
✅ how to protect your revenue stream through win-back campaigns
See full transcript
Speaker 2: Thanks, Nina. Um, my name is Brandon Decker. I am the head of growth marketing for BNP. My team oversees subscriber acquisition, retention, and monetization. Um, so let’s get started. So the goal of our, the Winback voyage that we created was to, um, regain some of the loss revenue of former paid subscribers who were six to 24 months post expire through this new Odyssey voyage. Um, we had multiple touchpoints including emails, direct mail, telemarketing, um, onsite personalizations and paid Facebook ad campaigns. The strategy was, um, really a broad thorough odyssey voyage that, uh, brought these expired subscribers back to receive special offers based on how many months they had been expired. So we started off with a more aggressive, um, approach at, at the six month, seven month, and eight month mark offering 10% off. So you had a, uh, more aggressive frequency with a smaller offer, and then we extended to a more aggressive offer at a slower frequency later on in the campaign. Um, and the reason for this thought process and strategy is that we, we had, um, you know, an expire series in place that was part of Mitas notice series or constantly running new subscriber acquisition campaigns. Um, but I felt like the messaging was just a little off for these people. Um, this something that, you know, the, this is tailored towards someone who was once a subscriber and why we want you to come back,
Speaker 1: Right? They’re sitting on your expired file anyways, so they’re the perfect prospect to try to get back at a one back series.
Speaker 2: Yeah, I feel like a lot of people kind of forget about these folks. They may have not paid attention to the notice, they may have not seen the email or understood it. Um, and I think having some, some different touch points in place that have a more creative approach or it’s a better way to get their attention.
Speaker 1: Agreed. And this is going out after their regular renewal series, so you’re not promoting the regular renewal series to them anymore? Correct.
Speaker 2: So they’re still included in our regular renewal series. Okay. Um, they, this is just, this is messaging beyond that. So, um, I, a lot of times, uh, the van, the brand approach varied across our paid enterprise. Um, we know, and that was another reason why I wanted to implement this. So we have brand consistency across the three to truly evaluate the performance of these efforts and it not be so singular to one specific brand or one tactic.
Speaker 1: Okay. So we’re gonna get into your details now. Yeah. This is, this takes up that whole screen when you get onto the vo, the voyage for this one.
Speaker 2: Yeah, it is, it’s a, it’s expansive. It’s a massive series. Um, but again, we wanted a, a really bird’s eye view of this customer journey and it not be broken apart between various vendors or ways of reporting and having consistency across the paid enterprise. This tool allows us to do that. Um, we have social media exports through the Facebook ad manager, which is integrated into Odyssey with personalizations, which you can see personalization reporting and set them up inside of the Odyssey voyage. Direct mail exports are going out to our direct mail vendor. Weekly, uh, telemarketing experts are going to that vendor weekly, and you can see all of the email, um, performance metrics inside of Odyssey through their, uh, reporting tool.
Speaker 2: This slide is, uh, just a overview of some of the creatives ad assets that we utilize for this campaign. Um, one thing to note is that we did actually utilize the brand secondary colors to get it a little bit different look and feel from what the reader would’ve been seeing in a traditional invoice or renewal series. These feel and look different than what they’ve seen previously for the six months leading up to this campaign. Um, on the left side of the screen, you’ll see personalization. So these run, um, to anyone who reaches the website who is logged and their subscription is expired in that six to 24 month pool, they do change throughout the campaign. So if you saw this personalization at seven months, eight months, it’s going to be different than what you see at 12 months. Each step of the way, the creative changes, um, and the offer increases throughout the campaign. On the right side of the screen, you’ll see the Facebook, um, creative assets, um, which were, it was great being able to utilize the Omeda Facebook ad ad manager tool integration inside of, um, Odyssey. It allows you to just export that list directly to the Facebook ad manager and it creates a more seamless setup process.
Speaker 2: So these are creative examples of our, one of our emails in this campaign. Um, again, sticking with some secondary colors, we did a more narrow format to the email, so it looks a little bit different than what we would normally send out. Um, and then on the right you’ve got a direct mail sample. Something that we did change with this direct mail, uh, campaign was where we started utilizing, um, some BREs, which are business reply envelopes. They’re included in all of our direct mail pieces now. Um, which I do feel like that that added touchpoint helped in gaining more, uh, responses
Speaker 1: Definitely at the rate of postage these days. That definitely helps out
Speaker 2: Yeah, you wanna make it as easy as you can for people, right? I mean, we wanna place a roadblock in the way we want to make things easy. So,
Speaker 1: Getting into your results here.
Speaker 2: So A C H R, the news has sent out our six, seven, and eight month groups to date for a total of 395 conversions. Um, 509 conversions came from our telemarketing campaigns, which is great to see those numbers. Um, you know, we do
Speaker 2: And they’ve been contacted by telemarketing previously, so that’s something else I wanted to highlight. Um, you know, our, our paid brands have renewal telemarketing campaigns in place. These are people that have already been called and still didn’t take an action. So it goes to show that it, it could be that we’re, it could be because of the increased frequency of calling. It could be that they had a little break in between the time that they started that their renewal notices were going out and renewal calling was happening and now, um, but it’s an interesting, it’s interesting to see those numbers. Um, architectural record has sent to our six and seven month groups to date for a total of 388 conversions. Uh, in the future. We plan on revising the news and architectural record voyages in Q four. Um, we have some pricing updates to make. We want to try out swapping some different creative for some of the underperforming segments. We really want to get to the, you know, the full extent of this campaign before we do a complete overhaul so that we can measure how each step of this process performed. But that’s next
Speaker 1: And that’s great. Like you mentioned the telemarketing campaigns, you think that that is something that’s kind of dead nowadays. Um, trying to get people through a telemarketing campaign, but 509 conversions so far is fantastic. No,
Speaker 2: It has, it’s been really eye-opening, um, seeing performance me metrics out of direct mail as well, and even email, um, uh, the pulling these people into that more personalized messaging or we’re acknowledging the fact that they were a previous subscriber, um, I think is impacting the results of the, of, of these efforts. So it’s not just a broad, oh hey, it’s a holiday email or, um, we look at us, look at this product, we’re acknowledging the fact that you are value, you show value to us. You are a valuable part of our community and we want you to come back.
Speaker 1: Agreed.
Speaker 2: So from a next steps perspective, um, we’ll be evaluating the performance of each of these efforts at the 12 month mark for a C H R and architectural record. Um, I, some high level takeaways. I may shift some timing of this, uh, campaign to push out some of the more expensive tactics to later on, even if it’s just at month six or month seven, we may delay the paid marketing aspect of this to those touch points that we can get the maximum amount of conversions at the lowest expense at the beginning. Um, and, and that’s kind of, you know, what, what our next, uh, from a planning perspective, what we look at changing immediately.
Speaker 1: Mm-hmm.
Speaker 2: So direct mail and telemarketing and performing very well. Um, those are obviously heavier on the expense side. Um, email is probably the email is the, the cheapest option there that you’re getting a re that we’re getting responses from. That’s overperforming what I would say our standard, normal new name acquisition campaigns are performing at. Um, and also at much smaller list sizes. So your send volume is drastically decreased when these people are pulled into an individual campaign and yet it’s still overperforming the broader audience of a new name acquisition campaign.
Speaker 1: Okay. Agreed. Right. So I will compile the remaining questions and we will have your client success managers respond to those via email. Brandon, I wanna thank you for presenting. This was great. It shows many different ways that our viewers today and clients can, um, okay. Alright. So I’m gonna start over from that part. So we’ll be compiling the remaining questions and your client success managers can get back to you via email or on your calls within the next week. Thank you Brandon for presenting. This was great and shows many different ways that you can utilize our marketing campaign tool, uh, to get back and try to get these subscribers to come back to your, to your file.
Speaker 2: Yeah, of course. Thank you Nina. It was great chatting with you. It’s been a pleasure working with Omeda during this process to set up our odyssey voyage.
Speaker 1: Awesome. Thank you Brandon. And thank you everyone for joining. Um, I did want to let you guys know that you can visit our website, uh, to look at archived webinars that we have already done and also view upcoming webinars and you can also register for them on that section. The website is omeda.com/resources/web. Hope everyone has a great rest of your day. Thank you. Thanks Brandon.
Speaker 2: Thanks.
