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Do You Overvalue Your Email Marketing Strategy?

Digital publishing news for November 19, 2013

eMarketer has a new report on X + 1’s and Research Now’s new poll that takes a peek at how misaligned our marketing campaigns can be compared to consumer expectations. “The poll found that one-quarter of consumers indicated they got the most help in making purchase decisions from messages delivered via email, making it the most valuable channel overall. But there was a sharp dropoff in the next channel, with only 16% of consumers seeing utility in messages coming through a personalized web experience. Mobile channels fared even worse in consumers’ estimation—6% thought mobile ads were useful, 5% said the same about mobile apps and only 2% thought SMS messages were helpful.”

According to the study there’s a gap in how marketers value email marketing versus how consumers perceive it. However, email was deemed the most relevant, accurate and memorable by consumers in the poll. “Almost one-third of consumers thought email delivered relevant marketing messages, while three in 10 thought email messages were accurate, and just over one-quarter considered them memorable.”

Economist’s Digital Only Subscriptions Brings in Millions

Subscription Site Central has a new report on how The Economist is making over $14 million per year on its digital only subscribers. Minal Bopaiah writes, “The Economist has an average of 1.6 million paying readers every week, and 117,000 of those have opted into digital-only subscriptions. A quick calculation based on the magazines one-year subscription rate of $127 put digital-only subscription revenue at $14.86 million. This number is exclusive of print+digital bundle subscriptions, showing how lucrative digital subscriptions can be.”

Salon’s Revenues Continue to Rise

FOLIO has a new report on Salon Media Group’s fantastic revenue numbers. Bill Mickey writes, “Salon Media Group recorded another boost in net revenues for its fiscal 2014 first half, which ended September 30. The top line increased 63 percent to $2.8 million versus the same period last year. Accordingly, the company’s losses narrowed to $1.2 million for the period, a 52 percent decrease when compared to its fiscal first-half in 2013.” Salon Media Group CEO and CTO Cynthia Jeffers stated that their strong revenue is attributed to “innovating advertising campaigns” and  “improving the user experience across platforms”.

New Publisher For Three Modern Luxury Titles

Fish Bowl NY is reporting that Modern Luxury has appointed Andrea Greeven Douzet publisher of Manhattan, Beach and Front Desk New York. Chris O’Shea writes, “Douzet (sister of Cristina Greeven Cuomo, editor of the three titles) most recently served as Instyle’s fashion and accessories advertising director. Prior to her stint at Time Inc., Douzet served as publisher of FashionETC.com. Douzet’s appointment is effective immediately.”

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