We hope you had a wonderful Mother’s Day and were able to find time to safely connect with your loved ones!
Mothers have always been pressed for time, but that is especially true nowadays, when many are adapting to working from home with their kids home from closed schools. We can only applaud their ingenuity and adaptivity. It takes a special kind of person to maintain their productivity while using their second monitor to play Frozen 37 times in a row. Let it go. Let it go…
But another trick moms have up their sleeves are email newsletters. Email newsletters provide quick and easy access to news and entertainment content they love, whenever and wherever they want. They’re also the perfect length for filling those rare moments of quietude.
That’s why we reached out to the mothers of LiveIntent to hear about their favorite newsletters, and highlight some of the best practices that make these newsletters into successful email templates.
Allyson Zeitz, Sales Director, says “The two I open the most are US Weekly (admittedly) and New York Times. Quite a dichotomy I know! I don’t have time to watch the news or trashy television so I get my fix from both of those.”
Let’s take a closer look at a New York Times newsletter.
Use a single-column template and avoid side-by-side formats
By leveraging a single-column template, it opens up possibilities for better monetization. This streamlined template offers New York Times flexibility to receive demand from a range of ad sizes. Accepting more demand can lead to greater bid density and, ultimately, higher CPMs. In the case that there is no demand for a specific ad slot, this template allows it to seamlessly collapse.
Along with the monetization benefits, these features also help uphold newsletter quality and ensure a positive reading experience. In addition, the single-column format generally makes it easier to measure the ad-to-content ratio. You can experiment with different blocking of content and ad slots to find the right balance.
Our Art Director, Hannah Pike, shares “If I’m not traveling, I’m dreaming about traveling – which is why I love Condé Nast Traveler’s email newsletter. Whether I’m prepping for a trip abroad or simply want to be inspired by other cities and cultures, I always look forward to engaging with their content.”
Let’s take a peek at Condé Nast Traveler.
48% US consumers said their mobile phone is their primary device for checking email. Having a mobile responsive template is essential to ensuring a positive visual experience for your readers.
Condé Nast Traveler takes the single column template a step further and uses short and concise copy to create a simple and clean email. Not only does this sleek design make it very easy for their readers to scroll through and find interesting content, but it will easily translate across all devices.
Abby Hamilton, SVP of People Development, says “My favorite are updates from Patch. I like that they offer customized content from my local area and alert me of important things that I need to know.”
Incorporate above-the-fold ad slots
Top of sight, top of mind. We’ve seen that ad slots placed at above the fold, exhibit higher click-through-rates leading to higher CPMs for publishers. Which means more money for you.
This is one approach Patch has taken with their email monetization and they have seen great results. By partnering with LiveIntent and following best practices, Patch has seen a 27% greater eCPM and 40% more ad revenue year-over-year generated by their email newsletters.
If you want to learn more about how we can help maximize the revenue generated on every email open, check out our monetization solutions.