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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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Growing your Business through Subscribers &
Advertising in Email
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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.
What is LiveIntent?
One Email, Dynamic Experience
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Legitimate email usage is far larger than social media, total searches, and even total internet page views combined.
2.9 billion accounts
188 billion messages / day
The Value of Email
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Average View-time
TV Commercials
Display in Email
Radio Commercials
Online Display
30 seconds
28.3 seconds
20 seconds
8 seconds
Average view-time in email is comparable to
commercials on TV, but is way more measurable
User Profile
CHANNEL USERS
Search Intenders, but not necessarily discoverers
Web Casual visitors, browsers
EmailSubscribersOpenersClickers
An email subscriber is the best to acquire
Signed up
Opted in
Clicked on email
client
Scanned Inbox
Clicked on
YOUR message
Read it!
With Intent &
Attention!
• +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
Across the LiveIntent Exchange
About TechliciousLiveIntent 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
ChallengesCHALLENGE #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 inventoryStrategy: Maximize CPM while maintaining high standards for
Techlicious brand
Results: Subscriber Growth
From July to Oct ’11, grew list to +33,000 subscribers
Cost: Blended COA of $1.95
Jun Jul Aug Sep Oct0
5000
10000
15000
20000
25000
30000
35000
40000
But not all channels deliver
equal results!
Results: Cost per SubscriberCPA channels were significantly cheaper than CPM/CPC channels
Barter CPA channels Direct ad placement
Facebook Google Adwords$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$0.00$2.50
$3.85$6.33
$61.32
Results: LiveIntentNot all leads are created equal
LiveIntent had
• fewer spam complaints
• much better engagement
• higher income leads
Percent of total subscribers
Channel Bad addresses / spam complaints Unsubscribes 5 Star
subscribersHHI
>$150k
LiveIntent 2.7% 19.9% 11.4% 22.7%
CPA 1 3.3% 22.2% 5.0% 4.5%
CPA 2 6.1% 25.9% 4.6% 2.9%
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%
Results: Inventory MonetizationImplemented 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
If you want to be like Techlicious and build your business with LiveIntent…
Launch1
Learn2
Scale3
How it works
