Growing submissions and building community through targeted author outreach

Using Web of Science Author Connect™, CABI was able to run responsive, coordinated campaigns with excellent targeting options that consistently meet or exceed benchmarks, including a highly successful Early Career Researcher (ECR) program that resulted in nine Editorial Board mentees and a number of published articles.

“Working with Author Connect is a key part of our journals marketing. Not only is it a targeted and effective way of reaching researchers and authors, but it also helps to raise and maintain our profile within the research community. The Author Connect team is exceptional and makes the process straightforward and manageable - as a busy marketer, this is both supportive and reassuring.”—Maria Campbell, Marketing Manager, CABI

In a recent webinar, Maria Campbell shared practical insights from several years of experience using Author Connect as a core component of their marketing strategy. View the full webinar here and learn more about CABI’s experience below.

CABI wanted to broaden its journal reach beyond its organic network. With a small portfolio, it needed an efficient way to connect with quality author contacts while maintaining flexibility for specialized campaigns. To meet these needs, CABI partnered with Web of Science Author Connect because of its high-quality contact database, excellent targeting options, and features like A/B testing, optimized send timing, and reblast capabilities.

Building effective campaigns with responsive support

Working with the Author Connect team, CABI purchased contacts in blocks and divided them into subject-based campaigns using the standard package. CABI reported being impressed by the Author Connect team's responsiveness and coordination, with all team members consistently up to speed on individual campaigns. Throughout the collaboration, the Author Connect team demonstrated strong attention to detail during campaign builds, provided sound strategic advice, and maintained a patient, friendly approach that made the process straightforward and efficient—essential for busy journal marketers.

Author Connect services include:

• Quality targeting by subject area and demographics
• Campaign optimization through A/B testing and optimized send times
• Extended reach with reblasts and social media retargeting options
• Flexible pacing that accommodates client timelines
• Clear communication with thorough explanations and guidance

Meeting benchmarks while raising profile

CABI's campaigns regularly meet or exceed Author Connect’s benchmarks, with 2025 seeing an average unique open rate of 28.5%. Beyond increasing immediate submissions, CABI values how these campaigns help maintain its profile among potential authors over the long term.

Special Campaign: Editor Training and Mentoring for the Global South

In 2023, CABI ran an innovative campaign for CABI Agriculture and Bioscience that demonstrated Author Connect's versatility beyond standard submission drives.

Campaign Aim: Support an Editor Training and Mentoring Program for researchers from Research4Life Group A and B countries (Global South), consisting of training workshops followed by mentoring opportunities on the Editorial Board.

Process: Two targeted mailings to the relevant audience:

1. First mailing inviting applications to the program
2. Follow-up mailing offering APC waivers to the same audience

Results - First Mailing: Over 300 applications received from 47 countries, with requests coming mostly from India, Ghana, Nigeria, and Pakistan. Nine mentees were successfully appointed to the Editorial Board, with three, so far, advancing to full Associate Editor positions—a fantastic long-term outcome.

Results - Second Mailing: Nine APC waivers were offered, with two articles already published in 2024.

Impact and Feedback

The audience responded enthusiastically to this non-traditional campaign approach. CABI found the experience valuable enough that they would definitely try similar specialized campaigns in the future, demonstrating Author Connect's ability to support diverse publisher objectives beyond standard author acquisition.