In Email We Trust: How to Leverage Trust in Email to Maximize Revenue
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As trust in social platforms declines and publishers face tremendous revenue pressure, email is having a renaissance, fueled by its innate ability to give publishers and advertisers a more direct, relevant and personalized relationship with their target audiences. In this session, learn how to leverage this inherent trust in email to maximize engagement and monetization and take control over your audience relationship.
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In Email We Trust: How to Leverage Trust in Email to Maximize Revenue
- 1. JEFF KUPIETZKY, CEO IN EMAIL WE TRUST
- 3. WHY TRUST MATTERS TO YOUR AUDIENCE “It’s not now just about price, feature and benefits. It’s not even about history and legacy. It is about TRUST. Every brand must build and maintain trust, particularly because the customer is more skeptical and empowered, and not afraid to push back and question.” - Mark McCrindle, McCrindle Research
- 4. TRAFFIC FROM SOCIAL MEDIA DECLINING SIGNIFICANTLY 1. Downturn in consumer trust 2. Changes to algorithms
- 7. PUBLISHERS NEED A BETTER WAY TO INTERACT WITH SUBSCRIBERS
- 8. AUDIENCES HAVE LOST TRUST IN THE MEDIA “Most American adults say they have recently lost trust in news media organizations” - Gallup and the Knight Foundation 2018 survey
- 9. PUBLISHERS NEED A CHANNEL THAT IS TRUSTWORTHY THAT CHANNEL IS EMAIL!
- 10. 102.6 trillion emails sent every year “Email Is Not Dead, It’s Evolving” Forbes Email marketing has a 4400% ROI EMAIL IS NOT DEAD “Hot New Channel” The Wall Street Journal 92% of online adults use email
- 11. Addresses are personal Opt-in and reliable Users control how and when to consume WHY EMAIL IS TRUSTED:
- 12. TRUST & ENJOYMENT DRIVE READERSHIP “How Adults Consume and Filter Information Online” – Mantis Research, December 2018 Subscribers read emails from publishers they trust
- 13. Transition image/content around loss in Social traffic is impacting business models and pubs need alternative sources of income LOSS IN SOCIAL TRAFFIC IS IMPACTING BUSINESS
- 14. SUBSCRIBERS ALREADY ACCEPT EMAIL ADS “How Adults Consume and Filter Information Online” – Mantis Research, December 2018 Fear over offending subscribers with email ads is unfounded
- 15. CONVEYED TRUST Trust in sender translates to trust in advertiser “How Adults Consume and Filter Information Online” – Mantis Research, December 2018 Readers are more likely to click on an ad if they trust the sender.
- 16. ADS DON’T DRIVE UNSUBSCRIBES “How Adults Consume and Filter Information Online” – Mantis Research, December 2018 “I will unsubscribe from an email if it includes ads.” The unsubscribe threat is unfounded
- 17. RELEVANCY DRIVES ENGAGEMENT “How Adults Consume and Filter Information Online” – Mantis Research, December 2018 “I will click on an ad if it is relevant/interesting.” Ads are clicked if content is interesting
- 19. HOW TO BUILD & RETAIN TRUST USING EMAIL Be wary of being spammy Deliver relevant contentTake privacy very seriously Get permission Choose ad partners wiselyUse email-based targeting
- 20. WAYS TO LEVERAGE & MONETIZE AUDIENCE Email WebAdServer for Email Notifications
- 21. ADSERVER FOR EMAIL • Create a conduit from ad servers for web into email • Easily manage inventory, delivery, reporting and forecasting from one program • Detailed CPM-style tracking for email ad impressions • Optimize between direct sold and backfill based on minimum RPM “We now make probably four times as much money by selling CPM through than we would selling at flat rate.” Blake Bobit, Director of Digital Sales – Bobit Business Media
- 22. EMAIL BACKFILL • Overlooked, but powerful channel • Offer personalized and relevant third-party content • Side-step ad blocking (doesn’t exist in email) • High-value opt-in subscribers • Get paid for your traffic • Optimized for device and user “ With just a quick set-up, partner content automatically populates into every email. After more than a year in operation, the campaign still generates $3 CPM per open of purely incremental revenue.” Laura Derr, Manager Marketing Operations - Hearst
- 23. POWERINBOX BY THE NUMBERS • $30+ million revenue • 10 billion pieces of live content • 150 million unique monthly users • 15 billion monthly emails running code • 7,500 thousand newsletters • 100 Winner - Red Herring N. America • #30 – Inc. Magazine fastest-growing private company • #14 – Deloitte’s Technology Fast 500 • #4 – Crain’s NY Business’s Fast 50
Editor's Notes
- https://jeffhester.net/2006/02/22/web-20-logo-madness/ EXPLOSION OF NEWS, MEDIA AND CONTENT SITES
- Building a reputation—and maintaining it—demands investment of time and resources, and approaching every opportunity or threat from the perspective of “what would our customers think?”
- Building a reputation—and maintaining it—demands investment of time and resources, and approaching every opportunity or threat from the perspective of “what would our customers think?”
- https://marketingland.com/facebook-lost-15-million-users-marketers-remain-unfazed-258164
- Publishers need a better way to interact with subscribers
- AMERICANS ARE LOSING TRUST IN THE NEWS MEDIA BUT BELIEVE IT CAN BE RESTORED: https://www.knightfoundation.org/reports/indicators-of-news-media-trust%0D Quote: http://ballbearingsmag.com/2019/04/29/how-journalists-can-help-restore-trust-in-the-media/
- 102.6 trillion emails sent every year and 4400%: https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/ Forbes: https://www.forbes.com/sites/forbesagencycouncil/2018/06/12/email-is-not-dead-its-evolving/#463b33a57545 92% of online adults use email: https://www.campaignmonitor.com/blog/email-marketing/2018/10/why-marketers-need-to-stop-saying-email-marketing-is-dead/
- WE ALL HAVE PERSONAL EXPERIENCES OF PUBLISHERS / EMAILERS THAT ARE DOING IT POORLY VS. SUCCESSFULLY. HOW QUICKLY DO YOU DELETE ONE IN YOUR OWN PERSONAL INBOX VS. ONES YOU READ, SAVE, OR EVEN SHARE WITH SOMEONE ELSE
- Transition image/content around loss in Social traffic is impacting business models and pubs need alternative sources of income
- Need to switch the order: Ads in email don’t bother me – highlight I have never noticed ads in emails - highlight Ads in emails bother me – do not highlight
- Building a reputation—and maintaining it—demands investment of time and resources, and approaching every opportunity or threat from the perspective of “what would our customers think?”
- Need new icons