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Online Publisher Solution
Use Targeted Content and Lead Generation to Grow and Monetize
your Online Community
Online publishers rely on continually driving interested traffic
to their Web properties where they can grow and monetize those
communities through ad views, registrations, subscription
renewals, third party offers, and more. It is the long-term ability to keep these communities active,
engaged, and regularly visiting these properties that will make
the online publisher successful. For this, there is no better
vehicle than email. Capturing emails from site traffic, growing
your email lists, and regularly sending targeted and timely
content are the key to successfully engaging online communities
over time.
Topica’s Online Marketing and Sales Solution meets the needs of
online publishers with data capture and integration capabilities,
advanced email marketing tools, conversion tracking technology,
and co-registration lead generation. Here's how these
capabilities can help your online publishing business:
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Turn Site Traffic into Marketable Email Addresses
Boost the return on your current investments in search engine
optimization or paid search using Topica’s customizable data
capture forms to capture email address, demographics and
interests from the traffic to your site. This data is deposited
directly into your hosted Topica database where it is ready for
immediate follow-up with welcome messages, the most recent
edition of your newsletter, current special offers and more.
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Send Timely, Targeted, and Relevant Content
Use the data you gather about your community to segment your list
so that you can deliver timely and relevant content to them. The
more relevant and timely your content is, the more
likely they are to open and respond to the email, visit your
site, click ads, register, or renew their subscriptions.
As subscribers open and click your campaigns, you gather even more useful information
about them, including demonstrated behaviors and interests you
can use to further refine your campaigns. Topica autoresponders
can be used to automatically respond to these actions, or to send
timely reminders of renewal dates, seasonal events, birthday
specials and more.
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Measure Conversion
While page and ad views may be the sole goal of your email
campaigns, most online publishers are also trying to drive site
registrations, renew print subscriptions, or grow membership in
their community or organization. These processes imply multi-step
forms on their Web site, the successful completion of which
represents actual conversion. Topica conversion tracking measures
the step-by-step success of these Web-based processes, mapping
those results to the email campaign which promoted them, giving
you total insight into the effectiveness and actual ROI of your
email campaigns.
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Fuel Growth
Topica’s solution tightly integrates the kind of
performance-based advertising best suited to the needs of online
publishers: co-registration lead generation. Topica
co-registration delivers fully opted-in email addresses and
optional demographics, collected across our extensive network of
preferred Internet destinations, directly into your Topica
database where you can immediately start a relationship with
them. As email is so key to the long term success of the online
publisher, starting with an opted-in email address is often the
fastest path to successful growth.
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Case Studies
Topica’s solution has been successfully helping online publishers
like you build and monetize their Web communities since 1998. See
our online publisher case studies below, or contact us today to
see how we can help you grow.
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Topica’s an easy and inexpensive way for our small business
customers to increase their sales through an additional channel of
communication with their customers.
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Pete Ashley
Director of Business Development
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