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Publishers are seeing revenue bumps of up to 103% from email newsletters: “It is the new homepage”

What's New in Publishing 01 Jul 2020 11:00

A new study by marketing platform LiveIntent shows that some publishers are seeing surges in revenue via online newsletters. The newsletter categories that have registered the highest bumps include shopping (103%), home and garden (55%) and business (31%).

“The data was aggregated from the performance of 2,500 publishers and brands that work with LiveIntent from early June,” according to a Mediapost report. “It was then compared to the period right before the nation went into quarantine.”

“Investing in a channel they own”

These increases are related to an uptick in email opens and ad engagement. Publisher newsletters in the shopping, home and garden, style and fashion saw over 20% increase in opens. They were followed by business categories which saw more than 15% increase. 

Ad categories also reported significant increases in performance. Family and parenting lead with a 450% increase in CTR, while arts and entertainment showed a 58% growth and business – 51%. 

When publishers embrace email and invest in it as a channel for consumption and monetize it, they are investing in a channel they own that performs with real people. That helps advertisers interested in solving the cross-device conundrum. 

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Reuters Institute
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