Growing your Business through Subscribers & Advertising in Email The document discusses how LiveIntent helps publishers monetize their email newsletters through targeted advertising. It summarizes a case study of Techlicious growing its email subscriber base from 8,000 to over 33,000 using various acquisition channels, finding that LiveIntent resulted in fewer spam complaints, better engagement, and higher-income leads than other channels. LiveIntent also helped Techlicious monetize its unsold newsletter inventory, achieving a higher CTR and CCR than typical display ads.

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 has:
Signed
up
Read it! Opted in
For an
With Intent
BEST average
CUSTOMERS TO ACQUIRE
&
28.3
Attention!
Clicked
seconds!
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!
Any Questions?