Publishers have it tough at the moment, the shift to online has literally changed their world, but I think it’s a real opportunity for them to make more revenues from all digital channels, email in particular.
1. Data capture
A lot of publishers still use double opt in when capturing data, although this is best practice it’s meant to prevent people being signed up to email communications by other people – which to be fair isn’t a massive problem – especially when compared to the impact it has on the number of people joining your list.
The alternative is to send a subscription confirmation/welcome email which will of course give the option to unsubscribe should the user have signed up in error.
Ensuring that this communication is marketing focused as opposed to transaction focused is also very important, this example from Seatwave makes the point well; it manages expectations as to the frequency of the communication and what the communications will include.
2. Improve reporting feedback
Marketers will expect the same level of information they get from their own campaigns when doing campaigns through a 3rd party. Often though publishers tend to give feedback, or worse information as to the success of the campaign, offer to insert GA code or other analytics tracking – even better arrange to give them report only access to your account.
You should also work with them to improve their results, advertisers may supply poor quality HTML or something you don’t think will resonate with your subscribers. Often at the point at which HTML is handed over it becomes a processing task – but you’ve got a great opportunity to work with your client.
3. All or nothing?
A lot of publishers operate one opt out pool per brand, so recipients either get everything you send related to that brand or nothing, I’m a big fan of choice so give them the option of getting your 3rd party emails and or your newsletter. Otherwise if a 3rd party email irks them you’ve lost that subscriber for good.
4. Set high creative standards
Whenever a brand is sending emails on behalf of another brand it is very important that your own creative/coding standards are upheld. Too often poor quality content or code impacts the success of a campaign which is obviously bad for both parties – and very avoidable. We’ve produced a couple of guides on the subject for designers
5. Different charging structure
I’ve literally being saying this for years but why on earth would you charge an advertiser the same to email someone who always opens emails as someone who has never opened an email? Or someone who has been on your list forever vs a recipient who has just signed up? Advertisers will see significant value in targeting the more engaged/responsive recipients – so charge more for them!
6. Include advertisers within existing campaigns
More effective for the advertiser and viewed generally as less intrusive (when compared to additional mailings) by the consumer inserting appropriate advertising within your newsletters is a well worth experimenting with. Just ensure the advertisements are relevant and in keeping with the look and feel of the current newsletter.
Marc runs the sales and marketing function @pure360, lives in Brighton and spends his weekends building stuff with his sons
Follow on Google+