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Kathy McCabe

Case Study Lesson: How to Get A Major Brand to Underwrite Subscriptions

Business Strategy, Subscriber Only /

Subscription Site Insider’s newest exclusive Case Study reveals how new niche site BoomerTennis.net took a tactic from bigger publishers and partnered with a major brand to underwrite subscriptions for its customers. BoomerTennis.net ran an offer – via a tennis event and email –  that Poland Spring would pay for a year-long membership to BoomerTennis.net as long as the consumer agreed to try Poland Spring’s in-home water service for free for two months. The consumers had to…

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The Cost of Customer Service for Digital Subscription Services

Subscriber Only, Technology /

We recently did a fascinating Case Study on ExpertClick.com and their experiment in moving from a paid subscription Model to a free subscription Model. For the full results, you will need to read the Case Study, but I got an interesting note today from publisher Mitchell Davis who said that one the downside of the free Model (with potential upgrades to paid services) was the number of customer service telephone calls and inquiries to join that…

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Tech Reviewer’s Notes: How Paywall Plugins Are Marketed

Subscriber Only, Technology /

Whew! Just published our Buyer’s Guide to WordPress Plugins to Sell Subscriptions. I looked at a good number of paywall plugins but ultimately decided to review these 10: aMember, Digital Access Pass, InfusionWP, Magic Members, MemberWing-X, PaidMemberships Pro, S2MemberPro, WishList Member, WPMU DEV Membership, wp-Member. In researching these plugins, I was surprised at how they missed a number of marketing opportunities: Every plugin touted the fact that it offers multiple membership levels. But guess what, most…

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Subscription Site Trend: Expand Internationally

Industry Announcements, Subscriber Only /

The news that Netflix is planning to expand its subscription service to 43 countries in Latin America and the Caribbean isn’t too surprising. At Subscription Site Insider, we’ve found that now that business seems to be stabilizing in the U.S., subscription sites are looking to international markets. (Netflix is keeping it simple by offering streaming-only in the new markets.) For example, according to our new Online Dating & Matchmaking Sites Benchmark Report, over the last six…

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Our Publisher Responds to The New Yorker Article on Online Dating Sites

FInance, Subscriber Only /

Our publisher Anne Holland responds to Nick Paumgarten’s piece in The New Yorker about online dating sites: “From a publishing business standpoint, one of the most fascinating angle on the online dating site industry is that it’s largely paid content. Most of the $1.4 billion in revenues per year come from subscription fees; this despite the fact that some of the highest traffic sites (including #1 PlentyofFish.com) are free. In fact, as our new research study…

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Now A Way to Measure the Effectiveness of Google +1

Subscriber Only /

Google +1 buttons, which allow web users to endorse your content on your site or even on Google search, have been popping up everywhere since their recent introduction and now there’s a web to measure their effectiveness. This week, Google announced that detailed +1 metrics will be available in Google Webmaster Tools and by using Social Plug-in Tracking in Google Analytics.According to Google software engineer Dan Rodney, viewing those metrics in Google Webmaster Tools will: give…

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Case Study Lesson: Keep Your Affiliates Happy With Multiple Paper Checks

Subscriber Acquisition, Subscriber Only /

Subscription Site Insider’s newest exclusive Case Study includes many simple yet powerful marketing strategies from master subscription marketer Mitchell Davis of ExpertClick.com. Here’s how Davis, who says affiliate sales account for 15% of his subscription revenue, keeps his affiliates motivated: To encourage affiliates to do marketing, he cuts multiple checks on purpose. Davis sends an affiliate check (and he thinks checks have a larger perceived value than direct deposit) the day a sale goes through. If…

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Stats: Best Timing for Your Subscription Site’s Twitter Feed

FInance, Subscriber Only /

Using social media to spread the word to potential subscribers about free content (that just might convert them) is a no-brainer. But how do you break through the social media clutter? Knowing your audience and timing. You will want to test what works best for your specific audience but Dan Zarrella has some great tips in  his new study, The Science of Social Timing. Here are the key takeaways on social media timing: If you’re targeting…

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Why Your Dating or Subscription Site Needs to Be Thinking About Text Messaging

Subscriber Acquisition, Subscriber Only /

Get a subscriber’s cell phone number (for use with SMS/text messaging) and you have a chance to make a far more immediate connection and create a deeper relationship than you will with an e-mail address. This was the point driven home last week at iDate Conference by Brendan O’Kane of Messmo Media. Sure, O’Kane is in the business of providing text messaging solutions so he’s got skin in the game but he wasn’t the only one…

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How Dating Sites Improve Subscription Conversions with Better Testimonials

Subscriber Acquisition, Subscriber Only /

I’m just back from the iDate Conference where our sister site Subscription Site Insider announced our first Dating & Matchmaking Site Benchmark Report (get the free executive summary here).  Today I’m thinking about small changes that dating sites, and really any subscription site, can make to produce big results: Using Real Photos Matters : Our partner in the benchmark report, Mark Brooks of Courtland Brooks, pointed out how much he hates something that many of us…

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