Success Story: Popular Science Magazine

Company Overview:
Popular Science® is published by Time4 Media, the world's leading publisher of leisure-time magazines. Founded in 1872, Popular Science is the world's largest science and technology magazine with a circulation of 1.45 million subscribers and a readership of more than seven million people.

Before EchoMail

Popular Science knew that it was losing some potential advertising revenue because they were not able to touch advertisers frequently enough or at the right time to have advertisers take advantage of special rates and promotions that Popular Science offered. They wanted to expand ways to reach their advertisers and to use a multiple of communication media including phone, print, and E-Mail.

The EchoMail Deployment
Popular Science working with EchoMail developed a list of existing and potential advertisers that had opted in to receive promotional E-Mail from the magazine. Using the EchoMail creative team for design coupled with strategic consulting with the Marketing team, Popular Science and EchoMail developed event-triggered campaigns for their targeted audience. Popular Science used the E-Mail newsletters to provide advertisers with information on upcoming magazine features, deadlines for submission dates and other relevant information, aimed at guiding the advertiser to making a commitment to participate in upcoming issues of the magazine. Deployed through EchoMail Direct Marketing™ advertisers received E-Mails on a monthly basis that not only provided information previously distributed through other channels, but also added information on incentive programs specific to that E-Mail campaign and means of contacting appropriate regional representative.

After EchoMail
Using EchoMail Direct Marketing and Reporting for analysis, the Popular Science sales team was able to measure the results of a particular campaign in real-time and evaluate the overall impact on advertising sales volume and revenues, in order to determine the best action plan for maintaining contact with advertisers.