How Croud Drove Subscriptions for TheStreet Through Programmatic
Croud was approached by TheStreet for help in driving a high volume of monthly subscribers and delivering a lower average cost-per-acquisition (CPA) for Action Alerts PLUS and Real Money, two of their best known investing products.
With Black Friday quickly approaching, TheStreet was gearing up their marketing activity for one of their historically busiest sales periods. They had to move quickly, as strong initial set-up was crucial to ensuring their campaign was a success both in the short and long term.
The Croud Difference
As time was of the essence, Croud quickly created an effective remarketing recency strategy. This allowed them to control CPM and frequency based on how recently the user was on site, thus allowing the team to maximize CPA efficiency and minimize spend wastage. The cleanest path to purchase across all programmatic campaigns was ensured by the team, with the help of Croud’s global network of digital experts, or Croudies.
Their efforts proved to be successful, as they managed to support 10 major sales, launch prospecting activity and deliver quicker turnaround times for campaign setup, creative trafficking and campaign optimization, within a matter of six months. With new user-acquisition channels and rapidly increased engagement with the display banners, the team had the opportunity to incorporate new testing, and use the learnings from each individual strategy to further curate their next steps.
With a continued focus on increasing the efficiency across all prospecting and remarketing campaigns, the campaign delivered outstanding results.
Within the first full month of activity, the team managed to reduce the average CPA by 31% below the target. As time went on, with continued efforts to further lower it through daily optimizations, changes and budget adjustments, the team saw a CPA that was 54% better than the original target. To top it all off, Croud and TheStreet saw triple the volume of monthly subscribers in just a few months of working together.
Results in Numbers
- 3x the volume of monthly subscribers
- Drove 31% better than target average CPA in first month
- Delivered 54% better than target average CPA by end of campaign
Tyler Fleischer, Digital Marketing Manager at TheStreet said:
Croud has supported TheStreet in growing the subscription revenue business dramatically over the past six months. The optimization and attention to detail of the Croud programmatic team have driven warmer site traffic, higher qualified leads, and conversion rates. By significantly beating our target CPA, our programmatic campaigns have increased recurring revenue for TheStreet’s subscription business. It is a pleasure working with the Croud team and we look forward to continued success!
Croud is an award-winning, global, full-service digital marketing partner, specialising in developing key strategies for sustainable business growth.