Can Digital Editions Be Sexy?
● In addition, she suggests, "Resend e-mails to unopens, but change the e-mail subject to get their attention." ● Another helpful hint, "Send initial e-mails at approximately the same time/day of the week so readers see a pattern," Aslanian says.
For apps, Aslanian says, "Use 'push' notifications to alert readers there is new content. Send e-mails to alert them to open the app and login."
● As for the "pull" part of the "push and pull" strategy, "Use Web, Facebook and Twitter to share articles and links to your digital edition to get [i.e., pull] people into the issue," she says.
● Then, she suggests, use the digital edition to pull people to your website in the same way: "From the issue itself, include links to interactive pages on your site to create that relationship with your site in addition to the digital edition."
● Taking advantage of the capabilities of digital editions can help audience engagement once they've opened the digital edition. Videos, animation, sound, photo galleries, links for related information, etc., all can help pique a reader's interest—make it sexier—according to some experts. For advertising, enhanced content is a win-win for both advertiser and publisher.
● An underutilized feature of digital editions is the ability to implement "zoned" editions, Baker adds. "This allows publishers to utilize the data they collect in fine-tuning their editorial and/or advertising content and deploying to segmented lists." An example of a publisher using these tools to great effect, according to Baker, is AARP.
Are Open Rates Overrated?
According to Grimm, open rates may not warrant all the attention they're being given. "We get a lot of questions about open rates, as many publishers use e-mail as a primary means of digital edition promotion. It's a fair question; however, it ignores the fact that for successful publishers, e-mail is just one way digital editions are found and read," he says. "Social media sharing, in particular, has done far more for digital edition readership in the past three years than changes in e-mail templates. In fact, less than half of all Nxtbooks are now read via e-mail. More than half comes from search engines, posting to websites and forums and other forms of social media," he adds.