New York Media + Sailthru: Adopting Agile Digital Publishing SolutionsMay 31, 2016 - by Elizabeth Trombino
Publishers are challenged by thinking strategically and digitally at the same time. In order to manage and monetize the needs of modern audiences, media must embrace agility as the new normal.
Where do publishers begin to better monetize and offer value to readers and advertisers? Well, first consider your highest value channel: email.
Email marketing is used by over 82% of publishing and media marketers and as social media continues to evolve in its role in content distribution, publishers have an opportunity to hone their owned media.
In pursuit of this ROI, as many as 53% of publishers have increased their email newsletter frequency. But on a good day, clickthrough rates are still as low as 2.2% and subscriber open rates barely peak at 16%. So, where does this leave the industry?
Growth Through Personalization: New York Media’s Story
New York Media is the producer of leading websites including NYMag.com, Vulture, The Cut and Grub Street. They attract more than 25 million unique visitors each month and cover topics ranging from news, culture, fashion, food, and entertainment. In order to increase subscriber engagement and ramp retention efforts, New York Media has partnered with Sailthru.
Ken Sheldon, Executive Director of Audience Development, New York Media commented:
“With our increased priority on owned media performance, we sought a new partner that brought deep background on the requirements of media companies and strategies to be most successful with subscriber growth, re-activation, and engagement. With Sailthru we found that combination of expertise to help us further modernize our email marketing and extend personalization across all owned digital channels.”
Email marketing is a critical component of New York Media’s subscriber engagement and retention strategy, with daily email newsletters driving onsite advertising revenue. With Sailthru, New York Media can now deliver a unique experience for every individual reader between brand websites and email newsletters with our sophisticated personalization capabilities, including dynamic content, automated cadence control and cross-channel coordination. In addition, Sailthru’s capabilities will allow New York Media to easily deliver personalized welcome streams, re-engagement campaigns and other programs proven to increase engagement and the value derived from a retained audience.
— Elizabeth Trombino, Marketing Communications Coordinator