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How to Triple Your Response Rates with a Web Library

A web library done right could be the ticket to higher profits

Would you like to triple the response to your current email promotions and sales pages? Because that’s exactly what we’re seeing happen when publishers stop promoting their magazines and start promoting their web library.

A web library is an archive of your content going back many years, likely since the beginning. A good example of a web library comes from the Biblical Archaeology Society called the BAS Library and we’ve talked about how they’ve doubled their revenue many times.

The BAS Library includes over 7,000 articles from 44 years of Biblical Archaeology Review (1975 to present), 20 years of Bible Review (1985 to 2005 complete) and 8 years of Archaeology Odyssey (1998 to 2006 complete).

So you can probably imagine how a promotion for 72 collective years of content compares up against 12 months of content that hasn’t even been published yet.

For more examples, look at Country Living’s Back Porch Club, which includes all new digital issues, 5+ years of US issues, 3+ years of UK issues, 16 Editor’s Choice Special Collections—and growing! Or, take a peek at Yankee magazine’s Travel Library which includes more than 90 issues, 1,500+ articles, 7,500+ gorgeous New England photos, two seasons of Weekends with Yankee, and more than 25 Special Collections.

Our testing shows that when given the option between a print magazine, a web magazine, and a bundle that includes a web library, most choose the bundle. But it’s not the wait from month to month that deters subscribers to a single print or web magazine, it’s the pure volume of content that can be accessed immediately from a web library.

When done right, you can upsell a substantial number of would-be magazine subscribers to a higher-end, and higher priced product that requires a relatively small amount of additional time, compared to the investment in creating the original content that’s being leveraged.

Basically, instead of just marketing your magazine subscription, you can repurpose all of those efforts to promote the all-access web library membership, with much higher rates of return.

When we look at the average result of a campaign focusing on selling web library memberships, these efforts generate response rates that are about 3x higher than similar efforts designed to sell subscriptions which focus on the current and future issues of the magazine.

Increasing response rates even more with club memberships

Does all of that sound good, but you’re already following suit? Then you might be interested in the results we’re seeing with the next tier: club and super-club memberships.

A magazine club is reminiscent of the book club model where you pay one price and gain access to a bundle. It’s what we’ve been talking about for the first half of this article. But there are other types of clubs, like video clubs where you get access to an archive of videos, or in the case of a cooking magazine, a recipe club where you get access to a bundle of premium recipes.

Publishers who are already taking advantage of selling these clubs are now offering the next best product in line: super clubs.

A super club is an all-inclusive membership revenue model that can offer everything from total access to print and digital magazines, to video training, to digital access to books and archives, to event discounts, VIP registration, exclusive discount packages on other products and any other club benefits that seem appropriate to the audience being served. 

One example, is RecipeLion’s Gold Club, which offers members instant access to video cooking classes, printable cookbooks, free recipes, digital magazine issues, and expert tips and tricks from chef Addie Gundry.

If you already offer a series of other clubs, a super club might include a magazine club, book club, pattern club, recipe club, video club, course library, reference library and any other membership-based product you offer or can imagine. For your most loyal subscribers, this is a premium upgrade offering every dimension of product they’d like to consume, and it works best in niche circles like all our premium content partners mentioned above.

Over the past two decades, we’ve guided more than 300 niche publishers through the process of transforming themselves from legacy print publishers into multiplatform operations that often dominate their industry niche and generate operating margins that surpass those created by their legacy print business. Learn more about how we can help you apply these strategies to your publishing business by scheduling a FREE consultation today.

Meet Us in Plymouth and Learn
How to Double Your Publishing Revenue

Join other senior publishing executives at the Membership Marketing Secrets: 2020 Workshop—where you’ll learn how to plan, execute, and optimize a profitable magazine-driven membership marketing system. And how to double your publishing revenue!

Secure your registration now, while seats are available and Early-Bird Registration is open.

Membership Marketing Secrets: 2020 Workshop

May 20-21, 2020
Mirbeau Inn & Spa
Plymouth, Massachusetts

This two-day membership marketing secrets workshop is intense—it’s not for the faint-of-heart, and it’s only for magazine publishing senior executives who have the vision and resources to grow their businesses.

This event is also for curious publishing executives who want the membership marketing secrets for publishers revealed—so that profits, growth, efficiency, and total transformation will power a magazine business that leads the industry and is the envy of competitors and collaborators alike.

You’re familiar with the growth and prominence of the emerging membership economy—you can see it daily as you interact with Amazon, Netflix, or even your local gym. And luckily, magazine publishers can learn a lot from others who have “paved the way” to condition consumers to buy memberships.

This is no fad, it’s a bona-fide trend that you should know about, understand, and latch on to membership marketing secrets for your own business’ purposes.

You should first know what isn’t a secret—having a metered paywall at your website. Yes, thanks to many news-oriented publishers, metered paywalls have become commonplace and are a powerful way to showcase your premium content and convert website visitors into buyers.

But having a metered paywall is not a secret. Who doesn’t know about metered paywalls or already have one for their content?

And simply having a website where you publish content is not the answer to staying competitive these days … let alone blowing your competition out of the water.

For that, you need to attend the Membership Marketing Secrets: 2020 Workshop! You’ll not only learn about the membership marketing secrets, but you’ll also discover all the online publishing myths that often distract or derail many publishers from keeping their eyes on the prize—growth and profits!

When you attend the Membership Marketing Secrets: 2020 Workshop, you’ll be among the publishing industry’s elite—those who are ahead of the trends and will know exactly how to optimize your publishing efforts, based on the latest business intelligence. There will be plenty of time for networking, too, so you can get to know your fellow publishing professionals!

The 7 Membership Marketing Secrets for Magazine Publishers

So that you don’t have to wait until our event, here’s a list of 7 membership marketing secrets:

  1. Web Magazine
  2. Web Magazine Library
  3. Curated Special Collections
  4. Leveraging Existing Content Platforms
  5. Content Previews
  6. Email Marketing Frameworks
  7. Landing and Offer Page Frameworks

And of course, much of the “secret” is not just having a list, but fully understanding what’s behind these secrets and learning what to do about them, so that your own publishing system is in alignment with all these secrets.

When you come to the Membership Marketing Secrets: 2020 Workshop, you’ll learn about all of these in detail—and you’ll learn how to plan, execute, measure, and optimize your very own magazine-driven membership marketing system.

I promise you this now, too—when you register and attend our event, you’ll get 3 bonus membership marketing secrets. And while my colleagues prefer me to hold these bonus secrets back until you register, I can tell you they involve growing your audience, growing customer engagement, and growing revenue.

You’re probably wondering how I can make the claim that you’ll double your revenue when you register for our Membership Marketing Secrets: 2020 Workshop. Well, Mequoda has been around for more than 15 years—and we’ve helped many magazine publishers over that time, including Prime Publishing, Yankee Magazine and Hearst Magazines … and we’ve counted AAA Northeast and the Biblical Archaeology Society as clients (non-profit membership organizations that both have magazines!).

The Agenda for Discovering the 7 Membership Marketing Secrets for Publishers

You’ll leave this event with a clearer vision and plan for transforming your magazine publishing business. Here is the agenda for the Membership Marketing Secrets: 2020 Workshop:

Wednesday, May 20

  • Creating a New, Successful Membership Product
  • 3 Ways to Build Your Audience Marketing Database
  • Offer- & Price-Testing Strategies for Maximizing Revenue
  • How to Organize and Outsource Your Business Processes

Thursday, May 21

  • Building an Integrated Membership Marketing System
  • 4 Key Metrics for Measuring Your Success
  • Modeling and Budgeting Your Five-Year Plan
  • 3 Bonus Membership Marketing Secrets Revealed

For a full description of all the sessions, click here to download your FREE Program Guide.

This entire membership marketing secrets event will be led by me, Kim Mateus, as Chief Strategy Officer at Mequoda Systems. In 2004, I started with Mequoda as employee #2, and have since overseen strategic planning for many of Mequoda’s publishing partners. Having guided the development of more than 20 subscription and membership marketing systems, my team and I monitor and maintain a robust best-practices database of marketing techniques and business processes that helps power all Mequoda partner marketing programs. My focus on client content strategies is a natural extension of my journalism education and background.

And here is a high-level summary of the entire Membership Marketing Secrets: 2020 Workshop:

WHO: Besides senior executives like you from magazine publishing companies, the Mequoda Systems team who will join me at this membership marketing secrets event are veteran publishing professionals themselves—you’ll have plenty of time for networking with your fellow publishing executives and with the Mequoda Systems team:

  • Don Nicholas, Chief Executive Officer
  • Bill Dugan, Chief Copywriter
  • Nancy Horan, Chief Systems Officer
  • Eileen Shea, Content Marketing Director
  • Norann Oleson, Analytics Director

WHEN: May 20-21 (it’s NEVER too early to sign up!)

WHERE: Mirbeau Inn & Spa in Plymouth, Massachusetts

For inn room reservations at preferential rates for our attendees, click here or call 833-MIRBEAU (833-647-2328) for room reservations.

WHY: Because the magazine publishing world is fast-changing and keeping up with trends can be a full-time job—this membership marketing secrets event will help you focus on only the key initiatives that will help drive growth for your business.

For a full description of all the sessions, speakers, and the venue for this event, click here to download your FREE Program Guide.

I’d tell you to “mark your calendar” for this event, but if you only do that you might miss out—we only have a limited number of seats for this exclusive event, so sign up right now.

I hope to see you in historic Plymouth, Massachusetts, in May 2020!

Sincerely,

Kim Mateus
Chief Strategy Officer, Mequoda Systems
Program Leader, Membership Marketing Secrets: 2020 Workshop

P.S. If you already know that this event is for you, sign up right now while seats are still available (this is a small event—we really only have space for a few dozen people). Register now for the Membership Marketing Secrets: 2020 Workshop!

P.P.S. Prefer not to wait until 2020 to benefit from all these membership marketing secrets? If you have a sizable team at your organization who should hear all about this, email me at kim@mequoda.com and let’s chat about accelerating the process for you and bringing this membership marketing secrets workshop on-site at your company.

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