A How to Guide to Make Your Email Newsletter Work for You
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This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Email is the third largest driver of traffic yet we often fail to monetize it. Hear 6 concrete tips to enhance, optimize, and monetize your email newsletter to drive revenue and increase engagement.
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A How to Guide to Make Your Email Newsletter Work for You
- 1. Make Your Email Newsletter Work for You Elie Ashery, CEO Native Ads for Email
- 3. No Love From These Guys
- 6. Why Build An Email Brand? 1.Publisher Owned 2.Highest Quality Traffic 3.Most Profitable
- 7. 1.The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – Radicati Group 2.Email marketing has an ROI of 3800%. – DMA 3.The average order value of an email is at least three times higher than that of social media. – McKinsey Why Email?
- 8. Types of Email Monetization Display Native Pub Branded Stand Alone
- 9. Major Concept: Train to Engage No Engagement = No Money
- 10. Major Concept: Train to Engage Typical Publisher Mistake
- 12. Email Optimization Framework D. A. R. T. • Design • Amount • Relevance • Technology
- 13. Design A.R.T. Revolves Around F-Pattern • Most readers scan not read • Attention spans have weakened • The left side is most important • Most email is read on mobile
- 14. Design A.R.T. Recommendations • One column responsive for mobile • If two columns for desktop, most important stories go on the left.
- 15. Design A.R.T. Anatomy of an Email Column Rectangle: 4:3 and 3:2 aspect ratio to the left or above headline 60 characters max headline, bold – at least 4pts larger than intro copy No more than two lines for both headline and copy. 80 characters max for intro copy (Optional)
- 16. Design A.R.T. Render For The Top Email Client Market Share Apple iPhone 32% Gmail 15% Apple iPad 12% Google Android 9% Outlook 7% Apple Mail 5% Yahoo! Mail 3% Outlook.com 3% Windows Live Mail 2% Thunderbird 1% Source: Litmus
- 17. D. Amount R.T. Amount = Cadence The Engagement Waterfall Based on 32 publishers • 50%+ First two stories • 85% clicks - content • 15% clicks - ads
- 18. D. Amount R.T. Ad To Content Ratio No set standard: Maximize monetization without compromising subscriber experience. Google Search Facebook Twitter NY Times Wash Post News Feed 10:10 4:10 3:10 3:10 1:10 Single Article N/A N/A N/A 11:1 12:1
- 19. D. Amount R.T. Send Frequency Produce More Than 10 Content Pieces Daily? Is Your Content Produced More Than Once Per Day Do You Produce Content For More Than 1 Topic Split? Consolidate? Number of Sends?
- 21. D.A. Relevance T. Happy Go Lucky • 70% female engaging with entertainment, and DIY content categories. Too Cool • 90% male who rarely engages • Engages with sports or real estate content. ANGRY COMMENTER • 65% male and engages • Comments on stories at least twice per month. Generates most revenue Discover profitable micro audiences
- 24. D.A.R. Technology Easier Automation • Formatting and managing feeds are easier via 3rd party extensions
- 26. D.A.R. Technology Prevent Clipping & Deliverability Issues Reputation Max Newsletter Size Consistently Good 130KB Fluctuates 100KB Starting Out/Not Sure 70KB Image optimization should be done in your CMS
- 27. Evolving…