RegReady Case Study
MarketingSherpa Grows Its Email List by Over 140,000 With the Help of RegReady Gold Lasso’s Co-Registration Network
The Client
MarketingSherpa is a research firm publishing case studies, benchmark data and how-to information, delivered online to hundreds of thousands of advertising, marketing and PR professionals every week. They track what works — and what doesn’t — in all aspects of marketing to improve companies’ business results.
How RegReady Works on a Site
A web site visitor decides to sign up for an email newsletter. They enter their contact info and hit “submit.”
The Challenge
Looking to improve its own business results, MarketingSherpa needed a way to add high-quality prospects to its roster without spending a lot of money. They knew that co-registration tactics could help, but they wanted something more transparent, targeted and cost-effective than the usual service offerings.
Before they see the next page (a thank-you or confirmation page), a RegReady “lightbox” displays ads.
Their Goals
• Build their brand • Gain market share in a highly competitive marketplace • Meet the monthly, quarterly, and yearly list growth goals for each of their newsletters
The registrant can opt-in to one or more of these offers. And when they do, all of their registration info (publisher controlled) is passed along in real time — but only to the advertisers the registrant opted in to. The registrant has the option, of course, to say “no thanks,” to the extra offers. In that case, none of their registration information is passed along to anyone except the publisher. The “RegBlock” of ads vanishes and the visitor is brought to the next page in the publisher’s sign-up process.
The Solution
MarketingSherpa turned to Gold Lasso, an email service provider specializing in solving the online marketing challenges of middle and enterprise marketplaces. Gold Lasso’s RegReady solution connects advertisers and publishers to a shared network to boost registrations — and revenue. Whereas most co-registration programs operate as a black box system where publishers and advertisers don’t really know or see each other, RegReady is
fully transparent. Using the network’s auction-style bidding system, MarketingSherpa chooses its advertising partners and manages the process while earning a true market price for its website registrations. MarketingSherpa encounters the same obstacles as other publishing organizations. They need to keep the sales pipeline full to increase revenues and subscribers, while at the same time, they need to figure out how to replenish this pipeline with fresh prospects since many are lost due to email bounces, opt outs, abandonment and spam complaints. Annual email list attrition alone is around 20% and for an organization to be successful in achieving growth, they need to figure out how to replenish the lost subscribers and also have a net list growth of at least 10% from year to year. MarketingSherpa decided to implement the RegReady platform as both a publisher and advertiser in October of 2007. The ideology of partnering with your competition to achieve a desired goal is a case study in itself proven effective by MarketingSherpa’s practices utilizing RegReady’s network, which enables likeminded publishers and advertisers to leverage each other’s web traffic. Results By linking into the RegReady network, MarketingSherpa is making quick progress toward its goals. “We are now able to connect with the high quality partners to both grow our list and generate revenue,” says Todd Lebo, Director of Business Development and Marketing for MarketingSherpa. “The RegReady platform is easy to use and has provided us access to high quality co-registration partners.” By using RegReady to partner with other publishers, MarketingSherpa has grown their list by over 140,000 subscribers for their various segmented publications to date. Sherpa also reciprocated the gesture to the other publishers involved with their lead acquisition program
by making available their subscriber data (and increasing their bank account every time a subscriber’s data is passed to an advertiser).
About Gold Lasso Gold Lasso, located in Gaithersburg, Maryland, is the fastest growing email service provider, specializing in solving the online marketing challenges of middle and enterprise marketplaces. Gold Lasso provides on-demand e-mail marketing technology and services, including eLoop, its modular solution that enables clients to collect and manage data, streamline outbound messaging and access reporting features.
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