This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Email is the third largest driver of traffic yet we often fail to monetize it. Hear 6 concrete tips to enhance, optimize, and monetize your email newsletter to drive revenue and increase engagement.

1. Make Your Email Newsletter
Work for You
Elie Ashery,
CEO
Native Ads for Email

2. Affiliate Email Strategy

3. No Love From These Guys

5. Download: http://www.GoldLasso.com/playbook

6. Why Build An Email Brand?
1.Publisher Owned
2.Highest Quality
Traffic
3.Most Profitable

7. 1.The total number of worldwide email accounts is expected to
increase to over 4.3 billion accounts by year-end 2016. –
Radicati Group
2.Email marketing has an ROI of 3800%. – DMA
3.The average order value of an email is at least three times
higher than that of social media. – McKinsey
Why Email?

8. Types of Email Monetization
Display
Native Pub Branded Stand Alone

9. Major Concept:
Train to Engage
No Engagement = No Money

10. Major Concept:
Train to Engage
Typical Publisher Mistake

12. Email Optimization Framework
D. A. R. T.
• Design
• Amount
• Relevance
• Technology

13. Design A.R.T.
Revolves Around F-Pattern
• Most readers scan not read
• Attention spans have
weakened
• The left side is most
important
• Most email is read on
mobile

14. Design A.R.T.
Recommendations
• One column responsive for
mobile
• If two columns for desktop, most
important stories go on the left.

15. Design A.R.T.
Anatomy of an Email Column
Rectangle:
4:3 and 3:2
aspect ratio to
the left or
above headline
60 characters max
headline, bold – at
least 4pts larger
than intro copy
No more than
two lines for
both headline
and copy.
80 characters
max for intro
copy
(Optional)

16. Design A.R.T.
Render For The Top
Email Client Market Share
Apple iPhone 32%
Gmail 15%
Apple iPad 12%
Google Android 9%
Outlook 7%
Apple Mail 5%
Yahoo! Mail 3%
Outlook.com 3%
Windows Live Mail 2%
Thunderbird 1%
Source:
Litmus

17. D. Amount R.T.
Amount = Cadence
The Engagement Waterfall
Based on 32 publishers
• 50%+ First two stories
• 85% clicks - content
• 15% clicks - ads

18. D. Amount R.T. Ad To Content Ratio
No set standard: Maximize monetization without
compromising subscriber experience.
Google
Search
Facebook Twitter NY Times Wash Post
News Feed 10:10 4:10 3:10 3:10 1:10
Single Article N/A N/A N/A 11:1 12:1

19. D. Amount R.T. Send Frequency
Produce More
Than 10 Content
Pieces Daily?
Is Your Content
Produced More
Than Once Per
Day
Do You Produce
Content For More
Than 1 Topic
Split?
Consolidate?
Number of
Sends?

20. D.A. Relevance T.

21. D.A. Relevance T.
Happy Go Lucky
• 70% female engaging
with entertainment, and
DIY content categories.
Too Cool
• 90% male who rarely
engages
• Engages with sports or real
estate content.
ANGRY COMMENTER
• 65% male and engages
• Comments on stories at least
twice per month.
Generates most revenue
Discover profitable micro audiences

22. Time
ContentOptimizationROI
Beware of
diminishing
returns
D.A. Relevance T.

23. D.A.R. Technology
RSS to
Email

24. D.A.R. Technology
Easier Automation
• Formatting and managing feeds are easier via 3rd party extensions

25. D.A.R. Technology
Email
Preference
Center

26. D.A.R. Technology
Prevent Clipping &
Deliverability Issues
Reputation Max Newsletter Size
Consistently Good 130KB
Fluctuates 100KB
Starting Out/Not Sure 70KB
Image optimization should be done in your CMS

27. Evolving…

28. Download: http://www.GoldLasso.com/playbook