The value of email newsletters is indisputable. Not only does email allow publishers and brands to reach their most dedicated customers — the ones who opted-in to receive more news and information from you — but newsletters can actually make that audience more engaged. LiveIntent research shows that 53% of publishers saw an increase in engagement with their email newsletters, a key point when you consider the struggles associated with capturing consumer attention these days.
When presented with a marketing channel that has as much potential as email does, it makes sense for publishers to consider how much control they currently have over their email program. Kerel Cooper, CMO at LiveIntent, recently appeared on the State of Digital Publishing podcast to share his thoughts on email monetization trends. According to Kerel, a publisher with a substantial email newsletter program can, in essence, build their own mini walled garden.
Odds are good that your program will comprise your most devoted audience because your subscribers raised their hand to receive information from your brand. The more a publisher can understand their users and track engagement, the better equipped they are to leverage the email opportunity — and even monetize it.
Gain complete control over your first-party dataset and data strategy
According to Kerel, email newsletters have replaced newspapers and magazines in many ways. Today, most consumers start their morning by opening up their email. Before the pandemic, they spent upwards of five hours a day with email, and this number has only grown. The subsequent online shopping boom has boosted email use as well. That makes email a high-value marketing channel and one that publishers should leverage.
Long term, email is a great way to build up your first-party dataset and strategy by collecting email addresses and additional information from subscribers. By doing so, you can better understand consumer intent and actions by assessing which aspects of your newsletters your audience is most interested.
Collaborate with creators who can elevate your content
What type of content best lends itself to monetization? There’s no single formula for success, as it depends on your audience and what they’re looking for from your brand. Kerel recommends “checking the pulse of your subscribers” to gauge their appetite for more content. Tinker with your strategy to see what works, from long and short-form content to partnering with personalities that complement your brand and products.
Last year, we surveyed our publisher partners and found that 71% of publishers are focused on retaining subscribers with curated email newsletters. Publishers know consumers are interested in — and engaging with — email content, and they’re looking for ways to create more unique emails. Whether that means collaborating with a media personality, a journalist, or another type of content creator, this approach can help you produce more entertaining, informative, high-quality content.
Monetize your email
Email marketing is hardly the new kid on the block, but in the context of today’s advertising landscape, email is quickly becoming a publisher’s best friend.
Publishers can easily monetize their content by packaging up the first-party and audience data already at their disposal and presenting it to potential advertisers. This trend is already big amongst eCommerce brands, but increasingly, publishers like The New York Times and The Washington Post — which recently launched a daily news digest called The 7 — are following suit.
This strategy creates a new and sustainable revenue stream for publishers that won’t be disrupted by the demise of first-party cookies online. For advertisers, it’s a chance to align themselves with trusted, high-caliber content. Native ad units can blend seamlessly into your emails, so audiences get a more enjoyable newsletter experience.
The email monetization opportunity that exists for today’s publishers is nothing short of tremendous. Furthermore, with native ads, publishers, marketers, and brands can boost customer engagement and increase ad revenue. In the words of Kerel Cooper, “the more publishers can own their newsletter program, the better off they are.”