11/15/2023 0 Comments Publisher examples of newsletters![]() LdJ: Not every subscription-based media company is experiencing the same success as The New York Times. There’s also the fact that newsletters are ideal for promoting products and driving traffic to a publisher’s website. For example, The New York Times offers a puzzles subscription, while Esquire US offers verticals based on particular editorial staff. First of all, the pandemic has immunized consumers against owning content, and in the past couple of years, audiences have been turning to subscription services for entertainment, news, and even shopping.įorward-thinking publishers have recognized this and launched newsletter verticals in the form of paid subscriptions for their content. ![]() LdJ: Beyond future-proofing their businesses, how can pubs think outside the box to use newsletters to diversify their revenue streams and launch new products?ĪR: There are a couple of things here. Secondly, publishers need to make the absolute most of the first-party data entrusted to them by opted-in, pre-engaged consumers and use emails to activate this critical asset. ![]() It is a critical component in any healthy marketing program and unique in its ability to entertain, inform, engage and sell through - all this under one roof. Lynne d Johnson: How can publishers use newsletters as a channel to future-proof their businesses in the cookieless era?Īnders Rasmussen: First up, publishers have to recognize the power email can wield, and, in a world that’s increasingly obsessed with digital marketing, they need to remember the possibilities an email campaign offers. How Pubs Use Newsletters to Future-proof Their Business ![]() In the midst of mounting privacy regulations, consumers becoming more aware of how they share their data and with whom, and publishers’ concerns about consumer subscription fatigue, I spoke with Anders Rasmussen, CCO & Founder of Passendo, an award-winning email monetization platform that provides value for publishers and advertisers worldwide, about how publishers can future proof their businesses with email newsletters and what’s next for the channel. Advertiser Perceptions found that from August 2021 to August 2022, the number of marketers who advertised with newsletters rose from 37% to 65%. Given that ad spend will continue its slow descent well into 2023, and direct sales are making a comeback (for some, they never left) - email newsletters provide advertisers with premium advertising inventory that reaches a highly engaged audience. 1st-party data cookies Newsletters Ops in Question Retail Media email monetization passendo subscriptions ldjohnsonĮven if the third-party tracking cookie never fully exits the advertising ecosystem, the era of privacy regulations is upon us, making the collection and activation of first-party data all the more critical for publishers.Įmail newsletters are one surefire way to achieve both those things, plus they offer pubs a sweet opportunity to earn alternative revenue. ![]()
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