The Northwest Florida Daily News uses a Birthday Club email campaign to dramatically increase its database and secure thousands in recurring revenue.

The Times Herald-Record in Middletown, N.Y., was looking for a new way to increase revenue, grow its email database and promote goodwill among readers. Varsity 845, the paper's designated local sports site, decided on a High School Athlete of the Month ballot.

Chances are, many SNPA newspapers already know about Site Impact, the email marketing company that goes through 145 million addresses to find just the consumers who may be interested in a client's ad.

While CEO Brandon Rosen keeps the papers' names confidential so as not to give away competitive strategies, he says there are a lot of them. "The reason to work with us for the newspapers is, we're the source. We're a wholesale email marketing company. There are a lot of brokers out there. We don't broker anything."

Rosen will say that six of the 10 largest newspaper companies in the country are clients of Site Impact and two more are in negotiations. Smaller groups of papers use it as well, as do other media companies, advertising agencies, list brokers, radio and TV stations.

Site Impact, www.siteimpact.com, which has recently applied to membership in SNPA, prides itself on speed and the reliability of its database. If one newspaper has its own database of 10,000 emails, Site Impact probably has 20,000 in the same area, Rosen said.

A strong loyalty email strategy will lead to an increase in click-throughs and a highly engaged, active audience.

A recent article in the Daily Clips, entitled "5 Ways Email Will Evolve in 2017," caught my attention. While all five areas will not apply to media publications, some of the concepts should.

Find out how you can leverage promotions and interactive content to help tag readers and build consumer profile data.

For newsrooms, A/B testing can be a powerful tool for gaining insight into audiences to see how best to engage with readers.

Earlier this year, StarNews participated in A/B testing with the newsroom's Facebook account, testing which types of content struck more of a chord with followers. The staff was able to establish some important best posting practices. Read about them here!

Improve your paper's email strategy by running welcome emails, drip campaigns, event invitations and more.

When the City of Austin changed the geographic boundaries of its elected officials, the Austin American-Statesman created an e-mail campaign based on those boundaries, increasing open rates by up to 10 percent. Read more from INMA.

Nothing to do on the weekend? Not so in Newton County, where The Covington News is helping 25,000 people find fun things to do each week!