Tom Canfield is living proof of the benefits of a flexible
customer database and the integrated marketing opportunities it can provide.
Canfield primarily oversees Norwalk, Connecticut-based enthusiast and
healthcare publisher Belvoir Media Group’s titles in the health group, which
include 10 print newsletters that are institutionally sponsored by
organizations like The Cleveland Clinic and the Weill Medical College of
Cornell. Circulation ranges from 40,000 to more than 100,000, but it was the
installation of a new database that significantly upgraded the company’s
ability to cross-promote, upsell and segment its audience. One success Canfield
can point to: High-margin whitepaper sales have increased by 25 percent, year
over year, for the last few years. The company has also benefited from a 10 to
15 percent lift in response rates thanks to higher-grade audience insights and
"Our fulfillment center had a very traditional mainframe
that wasn’t very flexible when it came to finding names and trying to upsell
people quickly after they made a purchase," says Canfield. "We wanted to be
able to cost-effectively get solicitations for our whitepapers in the hands of
new newsletter subscribers."
The newsletters, says Canfield, are doctor-targeted,
broad-based information products in categories, such as heart health, arthritis
and men’s and women’s health. The whitepapers, however, are annual editions
that take a deep dive into niches within those categories. The new database
gave Canfield an unobstructed view of the entire customer base and opportunties
for cross-selling. "As opposed to looking at each title as an individual silo
where we could only look at the subscribers of each newsletter individually, we
now had them in one dynamic pool where we could find readers of multiple
titles," he says.
VITAL STATS: New integrated marketing tactics have resulted
in increased white-paper sales and year-over-year sales gains of 25 percent.