| In This Issue:
* NEWS AND COMMENT * Internet Advertising Up 15 Percent in 2010 Internet advertising revenues rose 15 percent to a record $26 billion in 2010, according to the Interactive Advertising Bureau (IAB) and PriceWaterhouseCoopers. Fourth quarter online ad revenues climbed to $7.45 billion, up 18 percent over Q4 2009 and 15 percent more than in Q3 2010. The IAB Internet Advertising Revenue Report also reports that in 2010: - The most popular ad format was search, which accounted for 46 percent of revenue and saw 12 percent growth from 2009.
- Sponsorships grew the most in 2010 - 88 percent over 2009 and up 142 percent in the fourth quarter alone.
- Display advertising – including digital video ads, banners, sponsorships and rich media – was up 24 percent over 2009, reaching $10 billion in ad spending.
- Banner advertising alone - including the much maligned static display image - grew by 23.1 percent in 2010, accounting for 23.9 percent of total online and 62.9 percent of all display ad spending.
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* FEATURE ARTICLE * Daily Deal Emails Get a 61 Percent Open Rate Who else wants a 61 percent email open rate... daily? Well, according to Yahoo! Mail and Ipsos OTX MediaCT, 61 percent of subscribers to daily deal emails open such emails on a daily basis. In fact, the companies' February 2011 survey of 1,351 U.S. adult Internet users finds that the average adult Internet user subscribes to almost three daily or weekly shopping emails or newsletters. Over half (56 percent) subscribe to at least two daily deal emails per day. The number of subscribers to daily deal emails is also on the increase. Over 60 percent of those surveyed subscribed to more daily deal emails now than in 2010, and nearly half said they 'can't wait' to see the latest deals in their emails. Daily deal email subscribers also tend to forward such emails to friends and family, with almost a quarter forwarding such messages daily and 45 percent doing so at least weekly. Click here to comment on this article
Source: eMarketer, "Subscribers Eager to Open Daily Deal Emails," eMarketer, April 12, 2011, http://www.emarketer.com/Article.aspx?R=1008332 Back To Top
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* KIKABINK LAB * How To Double Renewals For a High-Ticket Membership Program A MarketingSherpa case study is instructive for anyone selling a high-priced subscription or membership based product or service, and wishes to boost renewals. MarketingSherpa profiled Corbis, a photo licensing agency, which was having difficulty handling the renewals of its content licenses. The solution? To introduce a process for identifying licenses about to expire and allow sales representatives to target those account holders with about-to-expire licenses and persuade them to renew. Sounds simple... but Corbis had licenses covering 4 million online images with varying types of licenses as well as varying license periods. Around 7,000-10,000 image licenses were expiring each month. And at the time only about 2.5 percent of those licenses were being renewed. Corbis developed a renewal program that used automated emails to remind clients that their licenses were about to expire, and gave a prioritized list of account holders to sales reps who could then contact the relevant members. While this is relatively easy to set up in most off-the-shelf membership scripts, it's not so easy when you're a large company and need to modify existing technological infrastructure. Essentially, the steps which Corbis took - and which YOU can model, especially if you're running an expensive membership program - are as follows: 1. Automate the sending of reminder emails to members whose membership is about to expire; 2. Automate the sending of emails to you (or your staff) about the members with accounts about to expire (e.g. by email). Ideally prioritize account holders based on renewal value or other relevant factors; and 3. Call those clients (in order of priority). Corbis' automated email efforts resulted in doubling its online renewal rates – from about 2.5 percent to 4-5 percent. The follow-up calls further boosted renewal rates to 10 percent in some locations. What I find particularly compelling is the use of follow-up phone calls. So many Internet marketers seem averse to contacting their customers by phone… but if you have members paying, say, a few hundred dollars per month, isn’t it worth it? Click here to comment on this article
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That's it for now. If you have any questions or feedback click here to drop me a line. To your profit, 
Anna Johnson
Editor, Kikabink News
Kikabink News
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