To reposition articles secured through traditional media outreach, as well as the company’s wealth of internal expert content, the Stern team conceived Schaffer Insights, a monthly e-newsletter designed to educate and encourage best practices in mergers and acquisitions, and transformational leadership. An opt-in database growth strategy helps to ensure quality in analytics and lead generation.
In addition to piloting various targeted approaches to encourage subscriber sign-ups, Stern also translates data gathered from previously distributed issues to inform continuous improvement. Since Schaffer Insights’ launch:
- Database has increased four-fold.
- Open rate reached 80 percent.
- Schaffer Insights is number two referring site (behind Google) to SchafferResults.com.