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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. 1. Make Your Email Newsletter Work for You Elie Ashery, CEO Native Ads for Email
  2. 2. Affiliate Email Strategy
  3. 3. No Love From These Guys
  4. 4. Download: http://www.GoldLasso.com/playbook
  5. 5. Why Build An Email Brand? 1.Publisher Owned 2.Highest Quality Traffic 3.Most Profitable
  6. 6. 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?
  7. 7. Types of Email Monetization Display Native Pub Branded Stand Alone
  8. 8. Major Concept: Train to Engage No Engagement = No Money
  9. 9. Major Concept: Train to Engage Typical Publisher Mistake
  10. 10. Email Optimization Framework D. A. R. T. • Design • Amount • Relevance • Technology
  11. 11. 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
  12. 12. Design A.R.T. Recommendations • One column responsive for mobile • If two columns for desktop, most important stories go on the left.
  13. 13. 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)
  14. 14. 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
  15. 15. D. Amount R.T. Amount = Cadence The Engagement Waterfall Based on 32 publishers • 50%+ First two stories • 85% clicks - content • 15% clicks - ads
  16. 16. 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
  17. 17. 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?
  18. 18. D.A. Relevance T.
  19. 19. 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
  20. 20. Time ContentOptimizationROI Beware of diminishing returns D.A. Relevance T.
  21. 21. D.A.R. Technology RSS to Email
  22. 22. D.A.R. Technology Easier Automation • Formatting and managing feeds are easier via 3rd party extensions
  23. 23. D.A.R. Technology Email Preference Center
  24. 24. 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
  25. 25. Evolving…
  26. 26. Download: http://www.GoldLasso.com/playbook

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