A How to Guide to Make Your Email Newsletter Work for You
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Transcript of A How to Guide to Make Your Email Newsletter Work for You
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Make Your Email Newsletter Work for You
Elie Ashery, CEO
Native Ads for Email
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Affiliate Email Strategy
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No Love From These Guys
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Download: http://www.GoldLasso.com/playbook
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Why Build An Email Brand?
1.Publisher Owned2.Highest Quality
Traffic3.Most Profitable
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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?
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Types of Email Monetization
Display
Native Pub Branded Stand Alone
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Major Concept: Train to Engage
No Engagement = No Money
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Major Concept: Train to Engage
Typical Publisher Mistake
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Email Optimization Framework
D. A. R. T.• Design• Amount• Relevance• Technology
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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
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Design A.R.T. Recommendations• One column responsive for mobile• If two columns for desktop, most important stories go on the left.
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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 copyNo more than two lines for both headline and copy.
80 characters max for intro copy(Optional)
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Design A.R.T. Render For The TopEmail 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
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D. Amount R.T.Amount = Cadence
The Engagement Waterfall
Based on 32 publishers• 50%+ First two
stories• 85% clicks - content• 15% clicks - ads
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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
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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?
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D.A. Relevance T.
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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
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Time
Cont
ent O
ptim
izatio
n RO
I
Beware of diminishing
returns
D.A. Relevance T.
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D.A.R. Technology
RSS to Email
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D.A.R. Technology
Easier Automation• Formatting and managing feeds are easier via 3rd party
extensions
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D.A.R. Technology
EmailPreference
Center
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D.A.R. Technology
Prevent Clipping & Deliverability
IssuesReputation Max
Newsletter Size
Consistently Good 130KBFluctuates 100KB
Starting Out/Not Sure 70KBImage optimization should be done in your
CMS
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Evolving…
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Download: http://www.GoldLasso.com/playbook