The Company
Kalmbach Publishing is a special-interest publisher of 16 hobby-related magazines, 200-plus books in print and 30 websites. Among its titles are the leading magazines in railroading (Trains and Model Railroader), science (Astronomy and Discover), the art and business of writing (The Writer), beaded jewelry-making (BeadStyle and Bead & Button), and scale modeling (FineScale Modeler).
The Challenge
Under its previous email vendor, Kalmbach experienced inadequate deliverability and a lack of stability. With an eye toward expanding email’s role as a revenue channel, Kalmbach decided to look for a new email marketing platform.
The Solution
Kalmbach chose Silverpop Engage and immediately looked to expand its email channel beyond basic newsletters to a promotional email series that would help drive online subscriptions and renewals.
“We selected Silverpop Engage for its outstanding support and Silverpop’s expertise in working with top-tier clients in the publishing industry,” says Rob Oberheide, online marketing manager, Kalmbach Publishing. “We knew that our business would grow through the acquisition of additional titles and that we could grow along with Silverpop.”
Today, Kalmbach has implemented an integrated promotional and renewal strategy—which includes a combination of newsletters, promotional emails, e-bills and renewals—for all its titles. In an attempt to convert newsletter readers to magazine subscribers, Kalmbach initiated an innovative five-step, content-rich welcome campaign to drive readers through a funnel that ends in either purchasing a magazine subscription or remaining a newsletter subscriber only.
The nurture initiative is exemplified through Kalmbach’s Bead&Button welcome campaign:
• Step 1: A reader signs up for Bead&Button’s twice-monthly newsletter on the
magazine’s home page and is taken to a cross-promotional newsletter
sign-up page for all of Kalmbach’s jewelry titles.
• Step 2: After the reader chooses which newsletters he or she would like to
subscribe to, a “Welcome to BeadAndButton.com” email is automatically
generated. This message includes details on the benefits of being a
newsletter subscriber, including what to expect, promotion of
newsletters for similar titles, and a “free project” download.
• Step 3: Two days later, a “Get Free Access to BeadAndButton.com” message is sent
promoting site registration for the next level of membership, which
includes additional information on projects, patterns, videos, blogs and
reader forums.
o If the subscriber does not register, he or she remains in the newsletter track.
o If the subscriber decides to register for additional resources, he
or she is asked for additional details, including address and permission
to be opted in to notifications regarding email subscriptions.
• Step 4: Once a subscriber registers for free access, a “Thank you for
registering for BeadAndButton.com” email is triggered with information
on registration perks. The message also includes details on the benefits
of signing up for Bead&Button magazine, with a call to action to
“Subscribe Today.”
• Step 5: Those who click on “Subscribe Today” are provided one-, two-, and three-year options for buying a subscription for the magazine.
Once a subscriber has purchased a magazine subscription, Kalmbach remarkets to them through e-renewals and special offers.
The Results
Today, email is Kalmbach’s greatest online revenue channel, providing significant ROI. “We’re thrilled with the results we’re generating through the use of Silverpop Engage,” says Oberheide. “We’re seeing a 20x ROI when comparing our investment in Silverpop to the monthly revenue being generated.”
Kalmbach has benefited from a significant lift in magazine subscriptions by promoting the magazine to newsletter subscribers beginning at sign-up. “We realized we needed to further qualify people who simply signed up for our newsletters,” says Oberheide. “Our five-step welcome campaign has been an excellent tool for engaging recipients and has driven a 15 percent increase in magazine subscriptions.”
Since implementing Silverpop Engage and becoming a more sophisticated emailer, Kalmbach has also seen its messages reach the inbox with increasing frequency. “Our focus on list hygiene has helped us achieve a 99.5% deliverability rate,” says Oberheide.
Download the PDF to learn how Kalmbach Publishing converts newsletter readers to subscribers, resulting in a 15% increase in subscriptions and 20X ROI.
