Editor’s Note: The below video is excerpted from the webinar “Innovative Strategies for Growing and Monetizing Your Audience”.
Email remains one of the most effective tools for growing an audience, building long-term relationships with readers, and driving new revenue. It can be easy to overlook with the swath of new audience development tools out there, but this "mature" technology continues to drive results for publishers.
The key to driving new revenue through email is growing the subscriber list, explained Grant Johnson, audience development director at PostUp during a recent Publishing Executive webinar. Not only will a larger list increase the number of opens and clicks, but new subscribers tend to be more engaged. They more frequently open emails, click ads, and click through to the publisher website.
“Publishers spend a lot of time and money on improving open rate and clickthrough rate by a couple of points. It’s worth being mindful of that, but in my opinion, increasing your audience size is a more immediate way to increase clickthrough and ultimately monetization,” said Johnson.
Johnson demonstrated how this could work in practice by sharing a case study about The Golf Channel, a website owned by NBC that provides golf news, statistics, and commentary. He shared two tactics that the publisher implemented which made a big impact on list growth and revenue -- one-click newsletter registrations and topic preference centers. In the following video, Johnson explains how The Golf Channel executed these tactics and why they are so effective.