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THE CHALLENGE
- Increase opt-in subscriber base
- Increase print subscriber base
- Build long term customer relations
- Increase advertising revenues
- Increase web site traffic
THE SOLUTION
- Targeted email marketing program integrated with event management and online surveys
- Developed 4 monthly trade publications
- Use eNews as a vehicle to the WaterTechOnline web site
- Use eNews as an alternative to the search engine 'key word' strategy to build web site traffic and generate revenue
THE RESULT
- Grew opt-in subscriber base from 2,000 to 17,000.
- Increased advertising revenues from about $2,000 to more than six figures annually.
- Built the water and wastewater treatment industry's highest traffic web site with 1.7 million visitors in 2003.
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The key to the whole eNews strategy is that the headlines in WaterTech eNews Daily drive visitors the Webs site, where they can find more information on what interests them. Thus the eNews becomes a traffic builder, and as such, is an alternative to the search engine 'key word' strategy of building web site traffic."
Humphrey Tyler
President
National Trade Publications
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