According to a study by Borrell Associates Inc. conducted earlier this month, digital advertising spend (including email marketing) for political campaigns will increase dramatically for 2018 campaigns. The figures are expected to eclipse previous years' spend and set new records.
The study shows that digital ad spend is set to grow to $1.8 billion, beating out cable, radio, newspapers and telemarketing, among other categories. In fact, the only category that will beat digital ads in the budgets of politicians this year is broadcast TV, with $3.5 billion in spend. Email marketing experts at Site Impact say this is exciting news, and further proof that the best way to reach people is, increasingly, email marketing.MORE
This is your first chance to start a relationship with your subscribers. Find out what a great Welcome Email really looks like.MORE
While it may seem a bit hokey, there's value in directing a little gratitude to consumers every now and then, especially in a personal channel like email marketing. A recent study conducted by Cheetah Digital found that email subject lines that express gratitude in some way tend to outperform those that do not; this is an important finding that – if brands use it correctly – can really bring a bounce to click and open rates. At Site Impact, we're always looking for new ways to give our clients an edge, and improve campaign performance – so understanding this finding will make a big difference.MORE
The Northwest Florida Daily News uses a Birthday Club email campaign to dramatically increase its database and secure thousands in recurring revenue.MORE
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.MORE
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.MORE
Want to write email newsletters that people actually want to read? Do you see opportunities to grow referrals from emails? We'll share ideas for where to put your resources, best practices, writing with tone (or not) and the technical how-to. GateHouse's Senior Director of Content Jean Hodges will help you maximize your newsletter potential.MORE
A strong loyalty email strategy will lead to an increase in click-throughs and a highly engaged, active audience.MORE
In this column, Wendy Hurwitz, chief strategy officer at LEAP Media Solutions, addresses the topic of email hygiene and why it is critical to ensuring optimal deliverability and campaign performance.MORE
Patricia A. Bennett, a veteran newspaper advertising executive, has been appointed publisher of The Daily Independent in Ashland, Ky., and its affiliated publications. She replaces longtime publisher Eddie Blakeley, who resigned recently.More
Digital disruption is now decades old to both the music and the newspaper industry. Massive shifts in platforms and business models have forced publishers and content creators to take new paths and learn some important lessons along the way.
At the upcoming SNPA News Industry Summit, join industry veteran Carol Hudler as she interviews Mark Montgomery, a music industry verteran and serial entrepreneur to understand how the lessons learned and paths taken in the music industry might provide insights that could help local media operations today.More
Recruiting and retaining great sales representatives is a key concern for most newspapers. The closing session at the SNPA News Industry Summit is a don't miss for any paper that wants to improve its sales numbers.
On Friday, Oct. 12, Tom Black, owner and founder of the Tom Black Center for Excellence, will focus on the characteristics of a great salesperson, a great manager and a great company. Participants can expect to take away a set of principles that they can implment in themselves and their companies.
You'll hear ideas that built several billion-dollar sales organizations, from a man who has taken two companies from zero to public companies.More