LiveIntent & Techlicious Case Study EEC
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The case study was presented at the Email Evolution Conference in Feburary 2012 by Dave Hendricks, COO of LiveIntent, and Josh Kirschner, CEO of Techlicious. To learn more about growing your business with email subscribers and advertising in email, please contact Dave at dhendricks at liveintent dot com.
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LiveIntent & Techlicious Case Study EEC
- 1. Growing your Business through Subscribers & Advertising in Email
- 2. What is LiveIntent? LiveIntent is the real-time platform for delivering geo, device and time-optimized display ads within email newsletters, alerts and notifications - at the time of open. We make it easy for publishers to monetize their newsletters and for advertisers and agencies to reach targeted consumers through an exchange/SSP model. LiveIntent is NOT an ESP or List Manager - We do not send email. 2
- 3. One Email, Dynamic Experience
- 4. The Value of Email Legitimate email usage is far larger than social media, total searches, and even total internet page views combined. 4
- 5. Average View-time 30 seconds TV Commercials 28.3 seconds Display in Email 20 seconds Radio Commercials Average view-time in email is comparable to 8 seconds Online Display commercials on TV, but is way more measurable 5
- 6. User Profile CHANNEL USERS Search Intenders, but not necessarily discoverers Web Casual visitors, browsers Subscribers Email Openers Clickers
- 7. An email subscriber is the best to acquire Signed up Read it! Opted in With Intent & Attention! Clicked Clicked on on email YOUR client message Scanned Inbox
- 8. Across the LiveIntent Exchange • +1000s of newsletters • +750 million email opens • .26% avg CTR • 7.79% avg CCR • 16% avg CCR for email submissions • 12.6% HHI > $150K • iPhone is the top browser for 21-34 year olds • iPads most popular 35-64 year olds • Zero Complaints
- 9. About Techlicious LiveIntent client since July 2011 The voice for women in consumer technology • Highly engaged audience • Syndication with MSNBC/Today & others • Premium sponsors Goal: Replicate DailyCandy model with Techlicious Daily newsletter
- 10. Challenges CHALLENGE #1 Increase daily newsletter subscribers from 8,000 to 25,000+ Budget: $50,000/COA target <$2.50 Strategy: Lead generation through CPM/CPC/CPA campaigns, Barter agreements, Content syndication CHALLENGE #2 Monetize unsold newsletter ad inventory Strategy: Maximize CPM while maintaining high standards for Techlicious brand
- 11. Results: Subscriber Growth From July to Oct ’11, grew list 40000 to +33,000 subscribers 35000 30000 Cost: Blended COA of $1.95 25000 20000 But not all 15000 channels deliver 10000 equal results! 5000 0 Jun Jul Aug Sep Oct
- 12. Results: Cost per Subscriber CPA channels were significantly cheaper than CPM/CPC channels $70.00 $61.32 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $6.33 $3.85 $2.50 $0.00 $0.00 Barter CPA channels Direct ad Facebook Google Adwords placement
- 13. Results: LiveIntent Not all leads are Percent of total subscribers created equal Bad addresses / 5 Star HHI Channel Unsubscribes LiveIntent had spam complaints subscribers >$150k • fewer spam complaints LiveIntent 2.7% 19.9% 11.4% 22.7% • much better CPA 1 3.3% 22.2% 5.0% 4.5% engagement • higher income CPA 2 6.1% 25.9% 4.6% 2.9% leads CPA 3 4.2% 16.7% 4.3% 2.4% CPA 4 13.0% 26.0% 2.9% n/a CPA 5 3.6% 18.1% 2.6% 1.5%
- 14. Results: Inventory Monetization Implemented 300x600 ad unit with LiveIntent For the period Nov ‘11 – Jan ’12: • Avg CTR: 1.9% (display avg .08%) • Avg CCR: 25.7% • Avg eCPM: $10.21 eCPM is lower than our standard rate, but it works out well for us as a solution for unsold inventory. Ad content is excellent match for our audience
- 15. How it works If you want to be like Techlicious and build your business with LiveIntent… 1 2 3 Launch Learn Scale
- 16. THANK YOU! Contact: Dave Hendricks dhendricks@liveintent.com Josh Kirschner josh@techlicious.com
Editor's Notes
- Email is the killer app for the internet.Email is central to social media, gaming, daily deals, content and so much more. To be clear, we do not send email or collect email addresses. We simply make it easier for Publishers and Advertisers to sell and buy display ads in email.
- Target device, geo, time of day with ads and landing pagesTags work in all ESPsTags light up on open, sense geo, device, time of day, newsletterPublisher can sell their own ads into the newsletters or LiveIntent can bring ads, in any proportionPublisher can use it to target iPads, Geo, Time
- Source:http://blogs.smartertools.com/2011/08/29/the-value-of-email/
- Source:http://blogs.smartertools.com/2011/08/29/the-value-of-email/