Make Your Email Newsletter Work for You

Elie Ashery, CEO

Native Ads for Email

Affiliate Email Strategy

No Love From These Guys

Download: http://www.GoldLasso.com/playbook

Why Build An Email Brand?

1.Publisher Owned2.Highest Quality

Traffic3.Most Profitable

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?

Types of Email Monetization

Display

Native Pub Branded Stand Alone

Major Concept: Train to Engage

No Engagement = No Money

Major Concept: Train to Engage

Typical Publisher Mistake

Email Optimization Framework

D. A. R. T.• Design• Amount• Relevance• Technology

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

Design A.R.T. Recommendations• One column responsive for mobile• If two columns for desktop, most important stories go on the left.

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 copyNo more than two lines for both headline and copy.

80 characters max for intro copy(Optional)

Design A.R.T. Render For The TopEmail 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

D. Amount R.T.Amount = Cadence

The Engagement Waterfall

Based on 32 publishers• 50%+ First two

stories• 85% clicks - content• 15% clicks - ads

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

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?

D.A. Relevance T.

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

Time

Cont

ent O

ptim

izatio

n RO

I

Beware of diminishing

returns

D.A. Relevance T.

D.A.R. Technology

RSS to Email

D.A.R. Technology

Easier Automation• Formatting and managing feeds are easier via 3rd party

extensions

D.A.R. Technology

EmailPreference

Center

D.A.R. Technology

Prevent Clipping & Deliverability

IssuesReputation Max

Newsletter Size

Consistently Good 130KBFluctuates 100KB

Starting Out/Not Sure 70KBImage optimization should be done in your

CMS

Evolving…

Download: http://www.GoldLasso.com/playbook