Capitalise on newsletter advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2021, 2:43 PM UTC

A recent ANA study found that 66% of consumers make purchase decisions based on email advertising.

A separate study found that 84.1% of consumers are unwilling to pay for newsletters. At the same time, around 80% of consumers prefer ad-supported free-at-cost content over paid ad-free content. The numbers indicate that publishers can improve their monetisation models by creating ad-supported newsletters.

Creating a blend of subscription and advertising models can help publishers forge a meaningful relationship with their readers. The newsletter-advertising model can help publishers get direct access to first-party customer data and better understand how readers interact with ads.

This monetisation model can further help publishers better understand reader interests, improving targeting and segmentation in the future. With a strong understanding of the reader, publishers can further optimise newsletter content to enhance engagement.

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