Email is still one of the most powerful ways for publishers to communicate, despite all the new channels available today. But, one major thing has changed when it comes to advertising in your email newsletters.
Customers have higher expectations.
Both publishers and advertisers need to proactively evolve their approach so they can live up to these expectations. The solution? A platform that lets you deliver user-friendly ads effortlessly.
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Email Has Proven Itself Over the Years
It doesn’t matter how many digital communications channels crop up — email is still the preferred way to send and receive messages. Why? Because we’re so used to it!
It’s been around for decades. Most of us have grown up with it.
Also, it’s easy to manage. With our email account, we can tailor our inbox to the messages we need and want in our personal and business lives by differentiating between ‘primary,’ ‘social,’ and ‘promotional’ messages. Email offers the user seamless organization, personalization, and control.
So, it’s no surprise that despite the number of alternatives we’ve all adopted — messengers, chat apps, and social media — these all have become accessories to the true backbone of digital communication today: email.
There may be more alternatives, but email usage continues to grow. In 2020, 306.4 billion emails were sent and received worldwide, up from 269 billion in 2017. By 2025, emails are predicted to hit 376.4 billion!
This chart shows the number of sent and received emails per day worldwide from 2017 to 2025.
Image source: Statista
Because of its size and proven staying power, both publishers and advertisers regularly leverage email to connect and engage with audiences.
While email has remained central to digital marketing, there’s no question that customer expectations have changed. People want fewer ads and more value. So what’s key for publishers today is to make sure their email newsletter strategy reflects these trends.
Email Advertising in a Customer-Centric Reality
We’re all constantly exposed to ads. It’s estimated that the average person encounters between 6,000 and 10,000 ads every day.
This ad saturation has had a negative impact on digital advertising, including the ads in your email newsletter. People ignore ads they don’t care about. Worse yet, too many irrelevant ads can create a negative impression.
You know it, I know it — email publishers need a better way to monetize newsletters. You can’t just stick in any ads and hope people will click and keep reading your newsletter. Advertising has to be streamlined, unobtrusive, and even useful to the reader.
That’s what happens with programmatic native ads. Native ads appear within the newsletter naturally, so they won’t distract the user or diminish the experience. With programmatic native advertising, the email platform chooses ads that would be helpful or interesting to the subscriber. As a result, you’re delivering a customer-first experience while enhancing your email monetization strategy.
How Dedicated Email Monetization Platforms Work
A dedicated email monetization platform is purpose-built to optimize the native ad experience. Because this type of technology is solely focused on monetization, it goes further than your standard email platform that allows you to offer traditional display ads, sponsored emails, or dedicated emails.
- An advanced, dedicated email monetization platform uses AI technology to choose highly personalized ads for subscribers.
- The ads appear to fit within your newsletter, so they don’t stand out as separate ad content.
- A dedicated platform powered by AI keeps learning by analyzing data to deliver better experiences and more effective native ads.
- It also provides email monetization analysis so you have valuable insights that can be used to improve your email newsletter strategy even more.
All of this is handled by the platform, which offers big wins to both publishers and advertisers.
How publishers benefit: With a dedicated platform using programmatic native ads, you get peace of mind knowing your subscribers are likely to be interested in the ad content.
And, making this happen requires no extra effort or costs on your part. It’s a way to diversify your income stream without making any investments.
How advertisers benefit: Because advertisers are reaching their audience in a non-intrusive yet impactful way, potential customers are more likely to click on the ads. They are creatively aligned with the audience’s interests. And, advertisers don’t have to spend time choosing to place their ads in newsletter categories that reach the right audience.
Using a dedicated platform with programmatic native ads is the gold standard of right time, right place, right person advertising, but everything is simplified by technology.
With a Comprehensive Solution, Publishers Can Earn More Revenue the Easy Way
What’s your “why” behind sending out email newsletters? Of course, you want to engage your subscribers and provide value for their time. If you’re not doing these things, no one will open your emails and you won’t achieve your end-game goals — higher open, click-through, and conversion rates — all of which can lead to higher revenue.
At the end of the day, a successful newsletter strategy needs to incorporate ways to drive revenue without taking up too much of your time. With the right dedicated email monetization platform, the technology does the monetizing for you. This frees up your business to focus on creating and publishing high-quality email content your subscribers love and that your advertisers want to be a part of.