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Follow on Google News | FulcrumTech Analyzes Over 5,000 Email Newsletters Sent by Top Magazines and Uncovers Major ProblemsAfter conducting an email-marketing analysis of 11 top lifestyle and fashion magazines, the email-marketing agency FulcrumTech published an article that reveals problems magazines are having, as well as opportunities for improvement.
By: FulcrumTech The magazines used in this analysis included Condé Nast’s Allure, Glamour, Lucky, Self, and Vogue; Time’s InStyle; American Media’s Shape; Rodale’s Women’s Health; and Hearst’s Cosmopolitan, Elle, and Marie Claire. FulcrumTech compiled and analyzed data from eDataSource on these magazines and assessed various factors that affect email-marketing performance and return on investment. The following are examples of FulcrumTech’ • Deliverability – Some publishers have had regular or periodic challenges getting their emails delivered to subscribers’ • Email Performance – The data showed a wide variation in read rates among the lifestyle and fashion magazines; however, read rates for the magazine’s newsletters seem to be low across the board, although some did perform noticeably better than their competitors. In the second quarter of 2012, for example, Condé Nast’s Vogue had a read rate of 6.67% compared to American Media’s Shape at 11.54%. Vogue’s read rate has remained about the same at 6.66% in 2013, while Shape dropped to 8.75%. “The results from this analysis indicate that many of the magazines we looked at are using their free email newsletters as more of a value-added tool,” observes FulcrumTech President Mitch Lapides, “rather than a strategic tool that could be used to drive serious revenue.” To use their email newsletters more effectively, says Lapides, magazines would need to implement an end-to-end model for calculating and tracking the key performance indicators (KPIs) required to regularly measure success. The model would track extra advertising and impressions on the website that can be generated from the newsletters, for example, as well as the email newsletter’s ability to migrate people to paid subscriptions. “Then, there should be a clearly articulated plan,” he advises, “for testing such factors as email lists, subject lines, incentives, and personalization, to optimize and continually improve email-marketing results against the KPIs.” He adds, “At FulcrumTech, we developed the ROI Goalsetter® tool (http://www.fulcrumtech.net/ The complete results of this data analysis, as well as important ways consumer magazines can use email marketing more effectively, are presented in the FulcrumTech article, “How Consumer Magazines Can Use Email Marketing to Maximize ROI,” at http://www.fulcrumtech.net/ About FulcrumTech, LLC Based in Doylestown, PA, FulcrumTech, LLC is an email-marketing agency that provides strategic guidance to design, develop, and implement comprehensive email-marketing programs. Each of FulcrumTech’ End
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