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.

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