We know from countless statistics that email marketing remains the most affordable marketing channel and offers a return on investment that can’t be denied. With a $44 return for every $1 spent, email continues to perform higher than any other marketing channel.Email is about sending smart content to the right person at the right time. Programmatic email advertising via newsletters does just that. Programmatic email combines premium publishers that push out curated newsletters with highly targeted offers through a real-time auction. Serving highly targeted content not only drives revenue and consumer engagement, but also increases click-through-rate which allows for better inboxing.According to eMarketer’s latest forecast, programmatic advertising in the US is estimated to rise to $46 billion in 2018.So what makes programmatic email newsletter advertising so effective?
Email is used by 3.7 billion users and is set to grow to 4.1 billion users by 2021. That is a massive amount of potential people to reach. And with it’s high viewability factor, consumers have the chance to see these optimized ads.
No fake traffic
With the rise of ad fraud, programmatic ensures a direct relationship with the publisher and eliminates worry about fake traffic.
Consumers are hiding from irrelevant banner ads that are popping up everywhere. It’s a breath of fresh air when they are fed personalized content from a newsletter that they are familiar with and signed up to receive. When newsletter ads are served and regarded as authentic and interesting to the recipient, it not only creates trust but also increases engagement.
Considering email newsletters must be opted into, there is no worry about meeting additional compliance standards such as those set forth by GDPR or CAN-SPAM.
With programmatic, publishers do not have to publicly declare the companies they sell their inventory to. Therefore, there is no extra step for the publisher to add the ads.txt file to show proof of the relationship.
No human negotiations
Since programmatic uses advanced technology to deliver ads, there is no need to have a sales team negotiate for direct sold campaigns to monetize every email drop. It eliminates a step in the ad buying process, making it more efficient.Programmatic advertising through email newsletters is a powerful tool. Want to learn more about programmatic email opportunities? Contact firstname.lastname@example.org.About Madrivo AiMadrivo Ai is a programmatic solution that helps newsletter publishers deliver relevant and targeted ads with personalized content that readers want to see, while transforming email newsletters into a revenue-driving machine. With $0 serving fee, it's pure profit for the newsletter publishers, with the added value or highly engaged audience. Learn more at ai.madrivo.com.
Email is a great way to cultivate and keep relationships with your customers - more specifically email newsletters. Research shows that 95 percent of people who sign up for a newsletter find it useful and relevant, and are more likely to engage and make purchase decisions based on the emails they receive.Email validation, also known as email verification could be your solution to email bounces, abandoned or inaccurate email addresses. Email list hygiene cleans your email lists to verify that you’re sending to an email address that not only exists, but is active and accepting mail. Email address validation is usually provided as a SAAS tool, like ZeroBounce.Wouldn’t you rather have a list of 25,000 subscribers with a 35% open rate, versus 75,000 subscribers with a 4% open rate? Email verification tools validate email lists, improve deliverability, and improve sender reputation. So how does email list validation help your newsletters?1.Increase deliverabilityIncrease deliverability by managing bounce rates and complaints. More of your messages will inbox and result in higher open, response and click rates.2.Bounce rate reductionA bounce rate above 2% is a red flag. Lower your bounce rate with email scrubbing to remove undeliverable email addresses. This will lead to a larger percentage of emails being sent to a deliverable address.
3.Sender score protectionProtecting your sending score through an email checker will help to improve overall deliverability and campaign success. If you are using an email address validation service like ZeroBounce to check if email is valid, it will remove invalid emails, spam traps and know email complainers from your list to help protect your sender reputation and score.About ZeroBounceBased in Santa Barbara, CA, ZeroBounce is a major email verification company created to help businesses just like yours reach their marketing success. In practical terms, that means reaching humans, not bots.ZeroBounce is an essential service for marketers everywhere that wish to improve their deliverability and open rates and, of course, increase their revenue.
We all have heard at one time or another that it’s much more costly to obtain a new customer than it is to retain an existing one; on average, it costs about 6-7 times more. Regardless of what marketing medium you use, this rule of thumb continues to ring true. In a previous blog post we discussed how to prevent your customers from leaving your email list by leveraging a preference center. But this only addressed the backend of the equation. What about your treatment strategy for brand new customers?
Beyond the Welcome Email
When we talk about nurturing or retention strategies at PostUp, we are referring to strategies that extend beyond the welcome email. We are referring to the way you treat your customers and the types of emails you send to them after the first sale or interaction. Regardless of what industry you are in, or if you sell a product or service, you have a goal of “more”. What steps are you taking to encourage a second sale, continued use of your product or movement from a free trial to a paying customer? We invite you to read the following ideas – don’t skip straight to your industry examples – these ideas may spark new ideas of your own!
Companies with free trials use nurturing messages to convert non-paying customers to paying ones.
When you accept a free trial customer, your goal is to successfully convert them to a paying customer. You hope they will love your product or service enough to want to move past the free trial period and pay. However, you should not assume that once a customer accepts your free offer, they will immediately take next steps to effectively try or test your product and easily convert to a sale.
Leverage email marketing to ensure you are communicating the best ways to get started with your product, cool features and benefits of your product, and how to achieve the best results or be most effective with your product. You may also want to include known roadblocks or challenges the customer may encounter and what steps to take to move past them.
Gaming companies use nurturing messages to encourage continued play.
The number one goal for gaming companies is to encourage players to continuously return to their games and to play and pay for additional benefits such as coins and accessories. There are numerous nurturing messages that can be leveraged to achieve this goal. One example is to send achievement and award notifications that acknowledge a player who has obtained a specific goal or level. These messages typically include information about opportunities and features in the next level.
Retain players AND obtain new ones by leveraging the fact that people often like to play games with people they know.
Send email communications to inform players on how to invite others to play your games with them.
Reward and acknowledge these invitations with tokens or points within your games.
Publishers use nurturing messages to drive more site visits.
For online publishers, driving visits to your website is the number one goal for your email marketing program. In order to leverage email marketing to drive visits, you must first ensure the email content you are sending is relevant to the subscriber’s interests. One way to do so is through your preference center. After sending your welcome email, consider sending a second email that promotes your preference center and explains how readers can select the types of emails they wish to receive from you.
Another way to drive increased site visits is to leverage a web analytics program to determine what types of content your reader is viewing and send a targeted email message that offers registration for that content. For instance, if you have a reader that is registered for your weekly finance newsletter, but you see he clicks on sports articles, consider sending him an email inviting him to register for your sports newsletter.
This article was originally published on PostUp.
Madrivo empowers advertisers to effectively grow brands online and enables publishers to optimize online media and to leverage customer acquisition channels.
In the constantly evolving and incredibly fast-paced digital era, Madrivo is an integrated online marketing agency that develops efficient marketing solutions, unifies customer acquisition strategies, and develops tactics to successfully move traditional operations to the Internet. The team at Madrivo guides companies, large and small, globally, to establish the most cost effective online presence.
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