Customer success story

How Eugen Ulmer automatically converts interest into a trial subscription

Eugen Ulmer is a specialist publisher offering titles on nature and agriculture. In collaboration with Inxmail, the publisher has developed a multi-step welcome campaign for its publication Rebe & Wein, which specifically targets the interests of its specialist audience and guides them step by step toward a trial subscription.

Kundenerfolgsgeschichte des Fachverlags Eugen Ulmer
Herausforderungen mit Willkommensstrecke begegnen
Challenge

Capturing and building on professional interest

Anyone who downloads a white paper or technical report has already signaled an interest in a topic. Eugen Ulmer wanted to capitalize on this very moment by using an automated welcome series to deepen readers’ expertise and guide them toward a subscription.

  • Engaging the professional audience: Wine industry professionals expect content that expands their expertise and addresses specific practical questions.
  • Developing a subscription lifecycle: The publisher wanted a welcome sequence that automatically starts after the download and further qualifies leads.
  • Creating a transferable model: Together, we aimed to develop a sample workflow that the client could understand and later apply to other titles.
Solution

An automated introduction to the world of Rebe & Wein

The newsletters in the new welcome series for Rebe & Wein build on initial interest with relevant expert content and place calls to action exactly where they’re most effective.

  • Set up the workflow: The appropriate sequence can be customized using drag-and-drop in the Inxmail Workflow Editor. Actions automatically trigger the sequence, and conditions define the flow.
  • Expert onboarding: Current reports from various wine-growing regions and industry news demonstrate early on the value the magazine offers the target audience.
  • Building a community: Recipients come to appreciate the publication’s offerings, such as expert knowledge, event dates, and book recommendations related to viticulture.
  • Initiating dialogue: A survey engages readers and provides valuable insights into the target audience’s interests and practical questions.
“Working with Inxmail, we—as a specialized publisher—were able to develop and automate our ideas for the welcome sequence in the customer journey, thereby familiarizing our readers with our extensive range of offerings.” 
Sven Meintel
Manager of Product and Target Audience Marketing, Eugen Ulmer KG Publishing House
Success

A workflow model that continues to grow

For Rebe & Wein, a campaign was developed to build a qualified target audience. The workflow operates in the background, ensuring a continuous stream of new leads with high potential for magazine subscriptions.

  • Stronger engagement: The specialist audience gets to know the publication step by step and builds trust in the brand.
  • Scalable model: Eugen Ulmer applied the principle from the first workflow to other titles. Today, around 38 workflows are running.
  • Sustainable learning effect: The team understands the structure of the campaign and can adapt and further develop new automations more quickly.
Schnell adaptierbare Automationen für das E-Mail-Marketing

Reasons for choosing Inxmail

Automation solutions

that effectively address specific industry needs

Software interface with highlighted controls

Workflows

that adapt to your needs as your business grows

[Translate to English:] Persönliche Beratung

Consulting services

that truly understand the publishing industry

Editorial Meets Automation

Whether you publish a daily newspaper, a magazine, or a trade journal—with the right content streams, you can build a strong relationship with your readers based on their interests and guide your target audience toward a subscription.

Discover how we can help the media industry

About Eugen Ulmer

Eugen Ulmer Publishing is a family-run media company with over 150 years of experience in the gardening and agriculture sectors. Work in the fields and the cultivation of nature form the thematic roots of the publishing house. Even today, the five partners bear the surname Ulmer and have been closely connected to the publishing house their entire lives. They view the company not as an investment, but as an investment in a shared future—together with our authors and approximately 130 employees.

www.ulmer.de

Eugen Ulmer: Fachverlag mit über 150 Jahren Erfahrung im Garten- und Landwirtschaftsbereich
  • Industry:
    Media & Publishing
  • Company Size:
    Mid-sized company
  • Location:
    Stuttgart
  • Use Case:
    Marketing Automation