
Begun
by the founder of the Rudd Report, Millionaire magazine
(and later, Opulence magazine) had already made
some small attempts to expand their publishing into the online
marketplace. When Web3Direct was contacted
in 2001, the company had a simple, flat "brochure"
type website that attracted little interest among the company's
upscale subscribers. Emerson Brantley developed a genuine online
ezine concept, Luxury Life Digest, and began contacting
individual advertisers, writing direct sales articles for each.
Then,
using opt-in email to maximize new prospects and subscriptions
he built the site traffic to over 4,000 users on a daily basis.
Along with creating a new online "Luxury Mall" for
Millionaire.com advertisers, he built their opt-in email database
from fewer than 800 to over 42,000 by early 2002. These subscribers
received monthly emails which summarized the newest LuxuryLifeDigest.com
articles, and directed them to the specific advertisers. So
successful was the program in creating response rates and new
business that all 35 advertisers continued their monthly contracts
at an average revenue of $3,000 per month.
These
results were independently monitored by Touchscape Corporation
for Business 2.0 magazine: Of the 60,000 direct opt-in
emails monitored, 8400 new visitors were generated
for Millionaire.com in one week. The offer converted a staggering
41.5% conversion to registrations. 80% of the
respondents provided detailed market data on themselves and
their interests, and requested more information and offers from
Millionaire.com. Each respondent received autoresponse communiques
that generated an additional 3.8% click-thru over
the next 20 days. Click
Here For Specific Millionaire & Other Campaign Results Numbers
|
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Millionaire
Magazine (later, Opulence) targeted the luxury lifestyle
market. |
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In
addition to editing the publication's online ezine, Emerson
wrote a 2-page spread in each hard-copy edition of Millionaire
and Opulence. Click
on picture for larger image. |
Emerson
Brantley was also asked to write a center-spread article for
each month's hardcopy issues. These focused on lifestyle, individual
advertisers in the LuxuryLifeDigest Ezine, and general online
marketing tips.
At
$75 per quarter, the primary magazine only achieved a few thousand
subscribers before being sold to a new publisher in 2002. As
a result of the efforts of Web3Direct, however,
the online subscriber base of over 42,000 subscribers
was strong and active. This prompted the national sales manager
to rebrand LuxuryLifeDigest and the
Luxury Mall, and he continues to build this market as a standalone
independent company. The new publisher of Millionaire also incorporated
the LuxuryLifeDigest Ezine and Luxury
Mall concept into their own existing online marketing efforts.
Click
Here For Specific Millionaire & Other Campaign Results Numbers
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