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Summary:

It is scary how test-driven AmericanGreetings.com is, considering that is is selling a soft-service, so to speak. Josef Mandelbaum, CEO of A…

It is scary how test-driven AmericanGreetings.com is, considering that is is selling a soft-service, so to speak. Josef Mandelbaum, CEO of AmericanGreetings.com was speaking today at the Selling Subscriptions to Internet Content summit in NYC.

Some interesting figures:

– 2.1 million paying subscribers

– breaking down into obligatory versus non-obligatory occasions and charging for the former.
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- 30-days free trial worked best for us (annual renewal after that).

– 30-day trial with 11 month extension vs. 30 day trial with 12 month extension showed increases response rates and profitability

– we are testing monthly and six months subscriptions. monthly is doing ok, but you need to have about seven months of monthly to rival an annual subscriber costs.

– we get six percent of subscribers from e-mail database (permission-based)

– 20 percent subscribers we get from the card itself. (Join-now-to-send-the-card)

– seasonal ads for us don’t work, which is surprising. People went to the card directly, and not the banner.

– 10 percent of subscribers come from picking up the card sent to them by somebody.

– may add Paypal later this year — the overlap between our audiences and Paypal (the eBay audience) is less. Our’s is the Wal-mart, K-mart and Target audience, not the veteran web audiences like eBay’s is.

– we give two free accounts per customers, as that has worked very well for us.

– credit card failure was higher than anticipated. it is closer to 30 percent failure on an annual basis.

The coverage is sponsored by Javien Digital Payment Solutions.

  1. GEORGE DEMATTIA Friday, November 30, 2007

    let me see a recodinging

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