For publishers and media companies, traffic is everything. So why rely on social media's algorithms for your lifeblood? Take control of your traffic by creating a consistent, engaged channel that you can rely on.

1. 4
Steps
to
Take
Control
of
Your
Traffic

2. Question:
Can someone else’s
algorithm ruin you?

3. The
Social
“Audience”
• Likes
are
definitely
not
“opt-­‐ins”
• Organic
reach
in
feed
is
declining
–
will
they
even
see
your
content?
0%
5%
10%
15%
20%
2012
2013
2014
Organic
Reach
(Seen
by
%
of
Likes)

4. The
Moving
Target
• >10,000
feed
algorithm
factors,
always
changing
• Likes
have
eroding
value
• Did
you
pay
for
them?
• Comfortable
paying
for
more?
• “See
First”
changes
the
game

5. You
don’t
control
what
content
is
presented
to
your
audience
or
when
they
see
it,
if
at
all.
You
are
at
the
mercy
of
the
feed
algorithm.
Is
this
really
even
your
audience?

6. Consider
Email:
Everyone
Has
an
Email
Address
“Not
having
an
email
address
is
the
digital
equivalent
of
being
homeless.
Without
an
email
address,
you
cannot
shop
online,
bank
online,
or
engage
with
social
media.”
-­‐
Dela
Quist

7. The
Modern
Role
of
Email
• Email
subscribers:
“I
want
more
from
you!”
• ExpectaXon
of
content
delivered
daily,
weekly
• Content
tailored
specifically
to
each
subscriber
• An
invite
to
the
inbox
is
by
definiXon
engaged
• Email
is
NOT
about
spamming
anymore

8. Your
Opportunity
with
Email
• For
digital
publishers,
email
is
the
“feed”
you
control
• Traffic
incremental
to
all
other
channels
• Direct
relaXonship
with
audience
• Total
control
of
content
and
cadence
• Drive
consistent,
repeatable
engagement
• No
social
feed
there
compeXng
for
a]enXon
If
you
do
not
have
an
opGmized
email
program
then
you
are
leaving
money
on
the
table.

9. Control
and
Performance
Audience
Funnel
Facebook
Organic
Email
Content
Items
/
Post
1
6
Content
Seen
6.5%
95%
Content
Read
5.0%
18%
Content
Clicked
0.1%
3.6%
Avg.
Page
Views
/
Click
1.3
4.1
Page
Views
/
Item
/
1K
Users
0.013
0.246
Email
is
19X
more
engaging
than
Facebook

10. 68%
Source:
eConsultancy
Group
2014
Marketers
Agree
on
Email
ROI

11. 1.
Email
Capture
&
List
Growth
2.
Content
&
Schedule
AutomaXon
3.
Campaign
OpXmizaXon
4.
Email
MoneXzaXon
4
Components
for
Success

12. Fact: For PostUp’s publisher clients, about 21%
of their monthly Unique Visitors come from email.
1:
Grow
Your
List

13. Facebook
as
AcquisiGon
Channel

15. On-­‐Site
Email
Capture
• Capture
criXcal
mass
of
subscribers
in
2
months
• OpXmize
aggressiveness
vs.
page
view
impact
• Trigger
capabiliXes:
• Target
first
Xme
visitors
• Target
engaged
visitors
• Prompt
only
ajer
sharing
• Exclude
subscribers
• Cadence
and
form
factor
policies

17.
Paid
AcquisiGon
Strategies
• Facebook
Signup
Ads
(new)
• Google
AdWords
• Co-­‐RegistraXon
• Direct
Emails
to
Lists
• Ads
in
other
Publisher
Emails

18. Fact: Less than 20% of publishers fully
automate assembly & execution of email
campaigns.
2:
Automate

19. 40%
10%
10%
50%
30%
Strategize
Assemble
Execute
Analyze
OpXmize
10%
10%
40%
Strategize
Assemble
Execute
Analyze
OpGmize
Time
AllocaGon
Before
Time
AllocaGon
A[er
Resource
Cost
80%
Value
Value
Value
Value
Resource
Cost
20%
Make
Time
for
Strategy
+
Analysis

20. Integrated
Content
Management
• Publish
content
on
website
• AutomaXc
email
assembly
• Single
point
of
editorial
control
• Day-­‐to-­‐day
is
automated

21. Be
FIRST
to
the
Inbox
• Push
to
your
audience
as
it
happens
• Being
first
means
yours
is
the
content
that
gets
shared
• Make
it
easy
to
share
• Capture
the
lion’s
share
of
traffic

22. Fact: Email opens on smart phones and tablets
have increased 80% over the last six months.
3:
OpGmize

23. Publisher
Email
Success
Metrics
1. Inbox Deliverability Rate
2. Open Rate
3. Click-Through Rate
4. Unsubscribe Rate

24. OpGmize
for
Delivery
• Really,
opXmize
for
inbox
placement
• Subscribers
can’t
click
on
emails
not
seen
• Use
a
provider
with
dedicated
IP
addresses
• Ramp
volume,
with
an
expert
delivery
consultant
• Test
and
monitor
with
delivery
tools
• Aim
for
inbox
placement
>95%

25. OpGmizaGon
for
Opens
• ConXnuously
A/B
test
different
subject
lines
• Base
subject
line
on
best
content
in
email
• Send
email
at
opXmal
Xme
of
day

26. OpGmizaGon
for
Clicks
• Subscribers
won’t
click
on
emails
they
can’t
read,
and
are
less
likely
to
open
in
future
• >50%
of
opens
are
now
on
mobile
devices
• Use
render
preview
tools
to
ensure
render
quality
across
all
devices

27. Fact: Banner and promotional ads in email
generate $188+ million in revenue annually
4:
MoneGze

28.
Banner
inventory
in
Email
• Guarantee
adverXsers
an
audience
of
real
people:
no
bots
• Easy
programmaXc
opXons:
no
sales
team
effort
• Typical
$2-­‐3
CPM

29. Dedicated
PromoGonal
Messages
• Marketplaces
for
publishers
and
adverXsers
• Avg.
$6
CPM
(delivered);
more
with
hyper-­‐target
or
last
minute
• Publisher
control
of
frequency
and
adverXser
types

30. PostUp
CTR
Program
CreaGng
Traffic
Revenue

31. Example
• 20M
Uniques
/
Month
• 4MM
social
followers
• Older,
female
demographic
• 80%
traffic
social
click
via
mobile
• MoneXzaXon
through
on-­‐site
ads
• Reach
core
audience
via
FB
feed
• Majority
audience
clicks
shares

32. What
Could
You
Be
Making?
$MRR
=
UV
×
1.1%

33. Who
is
PostUp?
Two decades of delivering world-class email marketing
and ROI for the world’s leading Publishers
“Over
the
past
nine
years
the
scale,
quality
and
success
of
PostUp
enabled
email
markeXng
campaigns
has
allowed
us
to
establish
a
unique
performance
model
we
can
easily
replicate
for
our
new
business
acquisiXons.”
–
Steve
Werkmeister,
Dir.
of
MarkeXng,
Salem
Web
Network

34. “PostUp
is
a
great
opGon
for
publishing,
media
and
entertainment
companies
looking
to
send
email
and
text
messages.
PostUp
has
built
a
comprehensive
platorm
that
provides
core
email
funcXonality
and
SMS
funcXonality
by
having
best-­‐of-­‐breed
partner
technologies
already
integrated
into
their
tool.
Partnerships
with
companies
such
as
Tableau,
Return
Path,
Boomtrain
and
LiveIntent
provide
the
capabiliXes
to
help
companies
drive
consumer
engagement
and
increase
revenue.”
-­‐
2015
Buyer’s
Guide
The
Only
Email
Provider
Specifically
Recommended
for
Publishing

35. What could you be
making with email?
Visit
info.postup.com/CTR
to find out!