HOW EMAIL MARKETING HELPS ONLINE MEDIA ENHANCE AUDIENCE & REVENUE

Solving these issues boils down to two tasks: unique top-of-the-line content creation and its targeted, timely and effec-tive distribution.

Creating killer content is certainly a top priority for every publisher. But this column is devoted to the second task. What methods do publishers have to effectively bring content to their audience?

The first method is social networks. Today social media makes up the lion’s share of overall traffic to websites (over 31%, according to Shareaholic Social Media Traffic Report). But they are too clogged with useless information, and the competitive battle for readers’ attention is fierce. With information selection algorithms used by Facebook, Google+ and Twitter, the chances that your content will be noticed are next to nothing, unless you are Buzz-Feed or Huffington Post.

The second method is RSS feeds and news aggregators such as Feedly, Flipboard etc. But competition here is very high as well. 20 articles may appear almost simultaneously and your content ends up somewhere at the bottom of the page.

The development of Internet and social networks creates three major problems that online media publishers must handle to stay on top. Most readers are eyeballs, ad reve-nues are plummeting, and limited technical & financial resources do not allow them to effectively engage users.

Despite this, only 42% of responding companies rate the perfor-mance of their email marketing campaigns as ‘excellent’ (3%) or ‘good’ (39%). This shows that there is significant scope for improvement.

In his report called Email Marketing Statistics 2015, Dave Chaffey provides the following performance indicators for email marketing in the publishing industry: 21.1% open rate and 3% click rate. And according to Silverpop (IBM company) 2012-2014 Email Market-ing Metrics Benchmark Study, in three years the click rate of pub-lishers’ email campaigns dropped three times — from 8.9% to 2.6%.

How to break this downward trend? With the help of email marketing automation and personalization solutions.

According to the above-mentioned Email Marketing Industry Census 2014, companies appreciate marketing automation

opportunities, with 83% declaring ‘more relevant communication’ as one of the main benefits. Most organizations are also aware that marketing automation can help ‘increase customer engagement’ (76%) and help facilitate ‘more timely communication’ with custom-ers (73%). 89% of companies have access to marketing automa-tion capabilities provided by their email providers.

Nonetheless, only 4% of companies have described their automat-ed email marketing programs as ‘very successful’, while 47% said they were ‘quite successful’.

So what’s the problem? Most email marketing solutions are not personal, not timely, and contain too much content. Despite the fact that publishers hire special people to select the most interest-ing content, the key goal – personalization and timeliness of infor-mation delivery – is not achieved. Furthermore, the process is still

not fully automated, as content is selected and formatted manually.

The Email Marketing Industry Census 2014 showed that nearly two-thirds (63%) of responding companies are spending at least two hours on design and content for a typical campaign. In com-parison, only 35% of companies are spending at least two hours on strategy & planning, with this number decreasing to 27% for data and 17% for optimization.

And what if a publisher doesn't have sufficient manpower for these tasks? Besides that, most of the publishers are not technology companies, so they need to outsource.

The desire to address these specific issues in the digital publish-ing industry became a foundation of the product we call Traqli. It is aimed to create and deliver news digests based on individual readers’ preferences and interests. Using semantic analysis and content supervision techniques, the Traqli technology recognizes the meaning of the content, defines connections between articles and tracks users’ behavior on the site. As a result, personalized information is delivered to each reader at the time when he or she usually reads news.

Thanks to this automated content curation and email assembling process, a publisher needs to spend no time on content selection and campaign setup and management.The experience of over a dozen publishers shows that this approach improves CTR, visit time, page views and bounce rate several times.

Here are the results Traqli’s customers achieved:

Personalized and timely content is what readers value most today. To achieve longstanding success, publishers need to deliver the right information at the right time. And they should not be afraid to experiment with new technology solutions.

Alexei Chapko, CEO & Co-Founder @ Newzmate | Traqli

The third method is email marketing. Email remains one of the most effective channels. With the right approach, you can be sure that sooner or later your content will be seen by the reader.

According to Email Marketing Industry Census 2014, 68% of companies rate email ‘excellent’ or ‘good’ for return on investment (ROI). Thus, email is the #1 marketing channel for ROI, leapfrog-ging SEO for the first time since 2009.

Marketers are also driving more revenue from their email market-ing efforts. On average, companies were attributing 23% of their total sales to email marketing in 2014 (up from 18% in 2013).

Approximately what proportion of your total sales can you attribute to the email marketing channel?

2012 2013 2014

45%

50%

40%

35%

30%

25%

20%

15%

10%

5%

0%0–10% 11–20% 21–30% 31–40% 41–50% 51–60% 61–70% 71–80% 81–90% 91–100%

46%45%

39%

22%23%

19%

15%16%

20%

5% 6%8%

4% 3%5%

3% 3% 3% 2% 2% 2% 2% 2% 3%1% 1%

2%1%

0%1%

Solving these issues boils down to two tasks: unique top-of-the-line content creation and its targeted, timely and effec-tive distribution.

Creating killer content is certainly a top priority for every publisher. But this column is devoted to the second task. What methods do publishers have to effectively bring content to their audience?

The first method is social networks. Today social media makes up the lion’s share of overall traffic to websites (over 31%, according to Shareaholic Social Media Traffic Report). But they are too clogged with useless information, and the competitive battle for readers’ attention is fierce. With information selection algorithms used by Facebook, Google+ and Twitter, the chances that your content will be noticed are next to nothing, unless you are Buzz-Feed or Huffington Post.

The second method is RSS feeds and news aggregators such as Feedly, Flipboard etc. But competition here is very high as well. 20 articles may appear almost simultaneously and your content ends up somewhere at the bottom of the page.

Despite this, only 42% of responding companies rate the perfor-mance of their email marketing campaigns as ‘excellent’ (3%) or ‘good’ (39%). This shows that there is significant scope for improvement.

In his report called Email Marketing Statistics 2015, Dave Chaffey provides the following performance indicators for email marketing in the publishing industry: 21.1% open rate and 3% click rate. And according to Silverpop (IBM company) 2012-2014 Email Market-ing Metrics Benchmark Study, in three years the click rate of pub-lishers’ email campaigns dropped three times — from 8.9% to 2.6%.

How to break this downward trend? With the help of email marketing automation and personalization solutions.

According to the above-mentioned Email Marketing Industry Census 2014, companies appreciate marketing automation

opportunities, with 83% declaring ‘more relevant communication’ as one of the main benefits. Most organizations are also aware that marketing automation can help ‘increase customer engagement’ (76%) and help facilitate ‘more timely communication’ with custom-ers (73%). 89% of companies have access to marketing automa-tion capabilities provided by their email providers.

Nonetheless, only 4% of companies have described their automat-ed email marketing programs as ‘very successful’, while 47% said they were ‘quite successful’.

So what’s the problem? Most email marketing solutions are not personal, not timely, and contain too much content. Despite the fact that publishers hire special people to select the most interest-ing content, the key goal – personalization and timeliness of infor-mation delivery – is not achieved. Furthermore, the process is still

not fully automated, as content is selected and formatted manually.

The Email Marketing Industry Census 2014 showed that nearly two-thirds (63%) of responding companies are spending at least two hours on design and content for a typical campaign. In com-parison, only 35% of companies are spending at least two hours on strategy & planning, with this number decreasing to 27% for data and 17% for optimization.

And what if a publisher doesn't have sufficient manpower for these tasks? Besides that, most of the publishers are not technology companies, so they need to outsource.

The desire to address these specific issues in the digital publish-ing industry became a foundation of the product we call Traqli. It is aimed to create and deliver news digests based on individual readers’ preferences and interests. Using semantic analysis and content supervision techniques, the Traqli technology recognizes the meaning of the content, defines connections between articles and tracks users’ behavior on the site. As a result, personalized information is delivered to each reader at the time when he or she usually reads news.

Thanks to this automated content curation and email assembling process, a publisher needs to spend no time on content selection and campaign setup and management.The experience of over a dozen publishers shows that this approach improves CTR, visit time, page views and bounce rate several times.

Here are the results Traqli’s customers achieved:

Personalized and timely content is what readers value most today. To achieve longstanding success, publishers need to deliver the right information at the right time. And they should not be afraid to experiment with new technology solutions.

Alexei Chapko, CEO & Co-Founder @ Newzmate | Traqli

The third method is email marketing. Email remains one of the most effective channels. With the right approach, you can be sure that sooner or later your content will be seen by the reader.

According to Email Marketing Industry Census 2014, 68% of companies rate email ‘excellent’ or ‘good’ for return on investment (ROI). Thus, email is the #1 marketing channel for ROI, leapfrog-ging SEO for the first time since 2009.

Marketers are also driving more revenue from their email market-ing efforts. On average, companies were attributing 23% of their total sales to email marketing in 2014 (up from 18% in 2013).

8.9%3.1% 2.6%

2012 2013 2014

The click rate of publishers’ email campaigns

How do you rate the performance of your company’s email campaign?

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

Excellent

3%

Good

39%

Average

46%

Poor

12%

What do you see as the main benefits of marketing automation?

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

More relevantcommunication

Increasedcustomer

engagement

More timelycommunication

Increasedopportunitiesfor cross-selland up-sell

Increasedrevenue

Saving time Other

83%

76%73%

65%

57% 56%

2%

Solving these issues boils down to two tasks: unique top-of-the-line content creation and its targeted, timely and effec-tive distribution.

Creating killer content is certainly a top priority for every publisher. But this column is devoted to the second task. What methods do publishers have to effectively bring content to their audience?

The first method is social networks. Today social media makes up the lion’s share of overall traffic to websites (over 31%, according to Shareaholic Social Media Traffic Report). But they are too clogged with useless information, and the competitive battle for readers’ attention is fierce. With information selection algorithms used by Facebook, Google+ and Twitter, the chances that your content will be noticed are next to nothing, unless you are Buzz-Feed or Huffington Post.

The second method is RSS feeds and news aggregators such as Feedly, Flipboard etc. But competition here is very high as well. 20 articles may appear almost simultaneously and your content ends up somewhere at the bottom of the page.

Despite this, only 42% of responding companies rate the perfor-mance of their email marketing campaigns as ‘excellent’ (3%) or ‘good’ (39%). This shows that there is significant scope for improvement.

In his report called Email Marketing Statistics 2015, Dave Chaffey provides the following performance indicators for email marketing in the publishing industry: 21.1% open rate and 3% click rate. And according to Silverpop (IBM company) 2012-2014 Email Market-ing Metrics Benchmark Study, in three years the click rate of pub-lishers’ email campaigns dropped three times — from 8.9% to 2.6%.

How to break this downward trend? With the help of email marketing automation and personalization solutions.

According to the above-mentioned Email Marketing Industry Census 2014, companies appreciate marketing automation

opportunities, with 83% declaring ‘more relevant communication’ as one of the main benefits. Most organizations are also aware that marketing automation can help ‘increase customer engagement’ (76%) and help facilitate ‘more timely communication’ with custom-ers (73%). 89% of companies have access to marketing automa-tion capabilities provided by their email providers.

Nonetheless, only 4% of companies have described their automat-ed email marketing programs as ‘very successful’, while 47% said they were ‘quite successful’.

So what’s the problem? Most email marketing solutions are not personal, not timely, and contain too much content. Despite the fact that publishers hire special people to select the most interest-ing content, the key goal – personalization and timeliness of infor-mation delivery – is not achieved. Furthermore, the process is still

not fully automated, as content is selected and formatted manually.

The Email Marketing Industry Census 2014 showed that nearly two-thirds (63%) of responding companies are spending at least two hours on design and content for a typical campaign. In com-parison, only 35% of companies are spending at least two hours on strategy & planning, with this number decreasing to 27% for data and 17% for optimization.

And what if a publisher doesn't have sufficient manpower for these tasks? Besides that, most of the publishers are not technology companies, so they need to outsource.

The desire to address these specific issues in the digital publish-ing industry became a foundation of the product we call Traqli. It is aimed to create and deliver news digests based on individual readers’ preferences and interests. Using semantic analysis and content supervision techniques, the Traqli technology recognizes the meaning of the content, defines connections between articles and tracks users’ behavior on the site. As a result, personalized information is delivered to each reader at the time when he or she usually reads news.

Thanks to this automated content curation and email assembling process, a publisher needs to spend no time on content selection and campaign setup and management.The experience of over a dozen publishers shows that this approach improves CTR, visit time, page views and bounce rate several times.

Here are the results Traqli’s customers achieved:

Personalized and timely content is what readers value most today. To achieve longstanding success, publishers need to deliver the right information at the right time. And they should not be afraid to experiment with new technology solutions.

Alexei Chapko, CEO & Co-Founder @ Newzmate | Traqli

The third method is email marketing. Email remains one of the most effective channels. With the right approach, you can be sure that sooner or later your content will be seen by the reader.

According to Email Marketing Industry Census 2014, 68% of companies rate email ‘excellent’ or ‘good’ for return on investment (ROI). Thus, email is the #1 marketing channel for ROI, leapfrog-ging SEO for the first time since 2009.

Marketers are also driving more revenue from their email market-ing efforts. On average, companies were attributing 23% of their total sales to email marketing in 2014 (up from 18% in 2013).

For a typical campagn, how many hours are spent internally on the following email-related activities?

90%

100%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Optimisation Transmission Reporting Data Strategy and planning

Desing and content

29%

54%

14%

3%

17%

70%

9%

4%

10%

73%

13%

4%

9%

64%

20%

7%

8%

56%

26%

9%

2%

35%

47%

16%

None Up 2 hours 2–8 hours More than 8 hours

What do you see as the main benefits of marketing automation?

47%successful

4%very successful

49%others

Solving these issues boils down to two tasks: unique top-of-the-line content creation and its targeted, timely and effec-tive distribution.

Creating killer content is certainly a top priority for every publisher. But this column is devoted to the second task. What methods do publishers have to effectively bring content to their audience?

The first method is social networks. Today social media makes up the lion’s share of overall traffic to websites (over 31%, according to Shareaholic Social Media Traffic Report). But they are too clogged with useless information, and the competitive battle for readers’ attention is fierce. With information selection algorithms used by Facebook, Google+ and Twitter, the chances that your content will be noticed are next to nothing, unless you are Buzz-Feed or Huffington Post.

The second method is RSS feeds and news aggregators such as Feedly, Flipboard etc. But competition here is very high as well. 20 articles may appear almost simultaneously and your content ends up somewhere at the bottom of the page.

Despite this, only 42% of responding companies rate the perfor-mance of their email marketing campaigns as ‘excellent’ (3%) or ‘good’ (39%). This shows that there is significant scope for improvement.

In his report called Email Marketing Statistics 2015, Dave Chaffey provides the following performance indicators for email marketing in the publishing industry: 21.1% open rate and 3% click rate. And according to Silverpop (IBM company) 2012-2014 Email Market-ing Metrics Benchmark Study, in three years the click rate of pub-lishers’ email campaigns dropped three times — from 8.9% to 2.6%.

How to break this downward trend? With the help of email marketing automation and personalization solutions.

According to the above-mentioned Email Marketing Industry Census 2014, companies appreciate marketing automation

opportunities, with 83% declaring ‘more relevant communication’ as one of the main benefits. Most organizations are also aware that marketing automation can help ‘increase customer engagement’ (76%) and help facilitate ‘more timely communication’ with custom-ers (73%). 89% of companies have access to marketing automa-tion capabilities provided by their email providers.

Nonetheless, only 4% of companies have described their automat-ed email marketing programs as ‘very successful’, while 47% said they were ‘quite successful’.

So what’s the problem? Most email marketing solutions are not personal, not timely, and contain too much content. Despite the fact that publishers hire special people to select the most interest-ing content, the key goal – personalization and timeliness of infor-mation delivery – is not achieved. Furthermore, the process is still

not fully automated, as content is selected and formatted manually.

The Email Marketing Industry Census 2014 showed that nearly two-thirds (63%) of responding companies are spending at least two hours on design and content for a typical campaign. In com-parison, only 35% of companies are spending at least two hours on strategy & planning, with this number decreasing to 27% for data and 17% for optimization.

And what if a publisher doesn't have sufficient manpower for these tasks? Besides that, most of the publishers are not technology companies, so they need to outsource.

The desire to address these specific issues in the digital publish-ing industry became a foundation of the product we call Traqli. It is aimed to create and deliver news digests based on individual readers’ preferences and interests. Using semantic analysis and content supervision techniques, the Traqli technology recognizes the meaning of the content, defines connections between articles and tracks users’ behavior on the site. As a result, personalized information is delivered to each reader at the time when he or she usually reads news.

Thanks to this automated content curation and email assembling process, a publisher needs to spend no time on content selection and campaign setup and management.The experience of over a dozen publishers shows that this approach improves CTR, visit time, page views and bounce rate several times.

Here are the results Traqli’s customers achieved:

Personalized and timely content is what readers value most today. To achieve longstanding success, publishers need to deliver the right information at the right time. And they should not be afraid to experiment with new technology solutions.

Alexei Chapko, CEO & Co-Founder @ Newzmate | Traqli

The third method is email marketing. Email remains one of the most effective channels. With the right approach, you can be sure that sooner or later your content will be seen by the reader.

According to Email Marketing Industry Census 2014, 68% of companies rate email ‘excellent’ or ‘good’ for return on investment (ROI). Thus, email is the #1 marketing channel for ROI, leapfrog-ging SEO for the first time since 2009.

Marketers are also driving more revenue from their email market-ing efforts. On average, companies were attributing 23% of their total sales to email marketing in 2014 (up from 18% in 2013).

CTR

Avg session duration

Pages/session

Bounce rate

Performance before Traqli:

Performance after Traqli:

7%

00:06:21

2.60

30.94%

CTR

Avg session duration

Pages/session

Bounce rate

11%

00:08:22

4.39

24.92%

57%

33%

68%

19%

CTR

Avg session duration

Pages/session

Bounce rate

Performance before Traqli:

Performance after Traqli:

5%

00:01:35

1.42

77.77%

CTR

Avg session duration

Pages/session

Bounce rate

13%

00:05:31

2.49

55.30%

160%

248%

75%

28%

CTR

Share of traffic

Pages/session

Bounce rate

Performance before Traqli:

Performance after Traqli:

2.2%

3%

1.90

64.60%

CTR

Share of traffic

Pages/session

Bounce rate

6%

4.5%

2.71

52.80%

172%

50%

43%

18%

Solving these issues boils down to two tasks: unique top-of-the-line content creation and its targeted, timely and effec-tive distribution.

Creating killer content is certainly a top priority for every publisher. But this column is devoted to the second task. What methods do publishers have to effectively bring content to their audience?

The first method is social networks. Today social media makes up the lion’s share of overall traffic to websites (over 31%, according to Shareaholic Social Media Traffic Report). But they are too clogged with useless information, and the competitive battle for readers’ attention is fierce. With information selection algorithms used by Facebook, Google+ and Twitter, the chances that your content will be noticed are next to nothing, unless you are Buzz-Feed or Huffington Post.

The second method is RSS feeds and news aggregators such as Feedly, Flipboard etc. But competition here is very high as well. 20 articles may appear almost simultaneously and your content ends up somewhere at the bottom of the page.

Despite this, only 42% of responding companies rate the perfor-mance of their email marketing campaigns as ‘excellent’ (3%) or ‘good’ (39%). This shows that there is significant scope for improvement.

In his report called Email Marketing Statistics 2015, Dave Chaffey provides the following performance indicators for email marketing in the publishing industry: 21.1% open rate and 3% click rate. And according to Silverpop (IBM company) 2012-2014 Email Market-ing Metrics Benchmark Study, in three years the click rate of pub-lishers’ email campaigns dropped three times — from 8.9% to 2.6%.

How to break this downward trend? With the help of email marketing automation and personalization solutions.

According to the above-mentioned Email Marketing Industry Census 2014, companies appreciate marketing automation

opportunities, with 83% declaring ‘more relevant communication’ as one of the main benefits. Most organizations are also aware that marketing automation can help ‘increase customer engagement’ (76%) and help facilitate ‘more timely communication’ with custom-ers (73%). 89% of companies have access to marketing automa-tion capabilities provided by their email providers.

Nonetheless, only 4% of companies have described their automat-ed email marketing programs as ‘very successful’, while 47% said they were ‘quite successful’.

So what’s the problem? Most email marketing solutions are not personal, not timely, and contain too much content. Despite the fact that publishers hire special people to select the most interest-ing content, the key goal – personalization and timeliness of infor-mation delivery – is not achieved. Furthermore, the process is still

not fully automated, as content is selected and formatted manually.

The Email Marketing Industry Census 2014 showed that nearly two-thirds (63%) of responding companies are spending at least two hours on design and content for a typical campaign. In com-parison, only 35% of companies are spending at least two hours on strategy & planning, with this number decreasing to 27% for data and 17% for optimization.

And what if a publisher doesn't have sufficient manpower for these tasks? Besides that, most of the publishers are not technology companies, so they need to outsource.

The desire to address these specific issues in the digital publish-ing industry became a foundation of the product we call Traqli. It is aimed to create and deliver news digests based on individual readers’ preferences and interests. Using semantic analysis and content supervision techniques, the Traqli technology recognizes the meaning of the content, defines connections between articles and tracks users’ behavior on the site. As a result, personalized information is delivered to each reader at the time when he or she usually reads news.

Thanks to this automated content curation and email assembling process, a publisher needs to spend no time on content selection and campaign setup and management.The experience of over a dozen publishers shows that this approach improves CTR, visit time, page views and bounce rate several times.

Here are the results Traqli’s customers achieved:

Personalized and timely content is what readers value most today. To achieve longstanding success, publishers need to deliver the right information at the right time. And they should not be afraid to experiment with new technology solutions.

Alexei Chapko, CEO & Co-Founder @ Newzmate | Traqli

About Traqli

Traqli is an email marketing platform for digital publish-ers, based on semantic analysis and content curation techniques. Traqli currently covers 15mln monthly audience, sends 20mln emails each month and makes over 100mln content recommendations. It is used by several dozen media outlets in Europe, Africa and the US. It was developed by Newzmate, a Polish-American-Ukrainian startup founded in 2013 by Alexei Chapko (CEO) and Dmytro Shandyba (CTO).

The third method is email marketing. Email remains one of the most effective channels. With the right approach, you can be sure that sooner or later your content will be seen by the reader.

According to Email Marketing Industry Census 2014, 68% of companies rate email ‘excellent’ or ‘good’ for return on investment (ROI). Thus, email is the #1 marketing channel for ROI, leapfrog-ging SEO for the first time since 2009.

Marketers are also driving more revenue from their email market-ing efforts. On average, companies were attributing 23% of their total sales to email marketing in 2014 (up from 18% in 2013).

CTR

Bad email addresses

Avg session duration

Bounce rate

Performance before Traqli:

Performance after Traqli:

3.50%

37,000

5:11

31.50%

CTR

Bad email addresses

Avg session duration

Bounce rate

8%

None

7:08

18.47%

228%

137%

58%