How New York Media Adopts Agile Digital Publishing Solutions
By Elizabeth Trombino | May 31, 2016
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. New York Media — the producer of leading websites such as NYMag.com, Vulture, The Cut and Grub Street — is one example of a publisher that has done so.
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%. What’s more, 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 attracts more than 25 million unique visitors each month, covering 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, New York Media’s Executive Director of Audience Development, sought a deep background in subscriber growth, reactiviation and engagement. “With Sailthru, we found that combination of expertise to help us further monetize our email marketing and extend personalization across all owned digital channels,” he says.
With daily newsletters, email marketing is a critical component of New York Media’s subscriber engagement and retention strategy. We’ve helped the publisher deliver a unique experience for every individual reader between brand websites and email newsletters. Our sophisticated personalization capabilities include dynamic content, automated cadence control and cross-channel coordination.
Increasing Traffic From Email
Email is (or should be) the most important channel to any modern media company, from legacy publishers to digital-first players. Brands that don't treat it as such are missing on a huge opportunity to increase traffic and ultimately, revenue. Sailthru is here to help, with this guide we developed alongside our Media Advisor, Allison Mezzafonte.
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