Webinar Recap: Converting Unknown Site Visitors to Known Audience
While everyone else is working on how they’ll disguise themselves for Halloween, we’re helping websites unmask their anonymous visitors.
On October 11, we participated in Publishing Executive’s educational webinar, “How Publishers Can Convert Unknown Visitors to Known Audience.” PostUp’s VP of Product and Marketing Keith Sibson spilled some solid advice on how publishers and marketers can connect with anonymous traffic through email newsletters, active email capture, and paywalls.
Did you miss the webinar? You can click here to see the webinar for yourself, or spoiler alert: we’ve got a recap right here. Here are ten key takeaways from Tuesday’s webinar.
1. The average publisher has actionable, first-party data for less than 20% of their audience
It’s the elephant in the room: publishers have the technology to tailor content to readers, but only if they have the data to match. Often, they don’t. That’s why you have to focus on converting your audience to a known audience, therefore making them reachable.
2. “Email is the key to first-party audience data and the means of reach.”
Not only is email the channel by which you disperse content, it’s also how you make your audience known. Get the email address, and you get with it so much more.
3. “Email is an invitation to the inbox, the right to market long-term, and the foundation of all registration/subscription models."
When someone asks you why email marketing is important, you hit them with that quote. Then you run to the store, because you’ll need a new mic after that drop. What else can email do?
4. Email drives double the page views per session of social media (2.5 vs. 1.2).
Visitors from social media tend to go back to Facebook as often as they left. In fact, some of them don’t realize they’ve left Facebook at all. How do these visits build audience relationships? They probably don’t.
5. Email beats social media at customer acquisition by 40x.
The more the merrier, right? Seems like email is pretty darn merry, so if you’re looking for customers (and the data to match), email is the way to go.
6. Email list growth drives revenue faster than the list grows itself.
New email subscribers are 2x as engaged as subscribers who have been around for 6+ months. List growth drives growth at all levels of the funnel, no matter what your funnel looks like. And trust us, if you’re into funnels, there was no shortage in the webinar!
7. Active email capture can drive 10x the conversions of static forms.
You can’t just hide a form on your site and expect visitors to convert; you’ll have to extend the invitation. For even more effective email capture, category-specific capture forms will double your conversions. These conversions are critical to a subscription model. How critical? The New York Times found that readers who receive an email newsletter are twice as likely to become paid subscribers.
8. For a paywall to work, it needs to fit your business model.
The webinar lays out 4 basic types of paywalls. For a successful paywall-driven business model, you’ll need to experiment with the right settings or use a dynamic paywall that can adjust to your audience. That’s why PostUp developed our Dynamic Content Wall.
9. Once you bring someone into your known audience, don’t stop there.
It feels good to get the email address (and for good reason!), but your audience development efforts shouldn’t end there. Nurture those users with email.
10. Email keeps your known audience coming back
The inbox is the best way to keep your readers around. According to PostUp data, the average visitor from social media will view your content 2.3 times over the lifetime of the relationship. Visitors from email will see an average of 40.8 pieces of content. The more they come back, the more data you receive from these readers.
For more inbox insights, be sure to check out the webinar for yourself. It’s free! And be sure to stay tuned for the next PostUp webinar later this year.
Editor, PostUp PlayBook