![]() ![]() It erodes trust between publishers and their audiences. If an advertising partner doesn’t align with the publication’s mission, it’s glaring. Not everyone who offers to advertise is a good fit for your newsletter-and that tension is part of what makes publishing a difficult business. How do you balance that sense of authenticity and personalization with newsletter advertising?īrian: Curate your advertising partners thoughtfully. They want the benefits of an overarching brand but also take advantage of that human connection. However, many newer publishers are trying to find a place on that institutional-to-individual continuum. They have heavy institutional brands and don’t emphasize individual writers or personalities. Many publishers still have a traditional approach to newsletters. People write long emails back to me sometimes, which is great. There’s a depth of engagement and connectivity that doesn’t really exist in a lot of other publishing formats. Though there are different types of email newsletters, the most powerful ones feel personal. The best email newsletters are written like emails from friends or family-not an email with a bunch of ads like you’d receive from a retailer. If it’s done well, it should read more like a personal message. How do you suggest publishers develop a personal connection with their audience?Ī: When an email comes from a person, it will perform better. I noticed there’s a more personal connection between the publisher and the audience with email-particularly after I started The Rebooting. You have more ownership and control over your push mediums, which makes them more valuable. Publishers often get caught in the crossfire. The companies that create those algorithms change them based on their priorities and they don’t explain how they work. Many pull mediums require you to produce content that’s optimized for algorithms. New York Times’ newsletter subscribers are twice as likely to become paid subscribers.Vanity Fair’s newsletter readers consume 2x more content than other audiences.Traffic from Vox’s newsletter averaged 175 percent more time on the website than Facebook traffic. ![]() ![]() Publishers increasingly recognize e-newsletters as a powerful tool for increasing engagement-and the stats show the benefits: How much can e-newsletters boost engagement? By consistently delivering valuable and relevant content through newsletters, you can establish trust and credibility with subscribers-increasing engagement and making your campaigns more beneficial to brands. When advertisers pay for a branded content campaign, they’re not just paying for content creation-they’re accessing a publisher’s audience.Ī thoughtful content amplification plan gets your content in front of more people, delivering results for advertisers. Strengthening the effectiveness of each distribution channel makes your campaigns:Į-newsletters are an underutilized channel in many branded content campaign plans. ![]()
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