![]() Inspired by Brister and Ebner, I developed a framework for the e-mail portfolio management based on the hypothesis that e-mails help move readers in their journeys, and this should determine the goals and metrics for each e-mail. For example, Sarah Ebner of The Financial Times told INMA members the company’s newsletters aim at increasing site visits, lead to conversion, help demonstrate value, and retain existing subscribers. Other publishers develop their own portfolio frameworks. The Telegraph sees three major goals for its 42 newsletters: driving traffic back to the site, engaging registrants in the inboxes, and engaging the subscribers with premium newsletters. This proves that e-mail newsletters are indeed a great tool for acquisition and retention. Subscribers derived from newsletters have 30% higher retention after three months and over 50% higher retention after 12 months than the average. Registrants entering the site via newsletters are three times more likely to convert to a subscriber than those coming to the site via other referrals. Those who sign up for multiple newsletters have significantly higher rates of conversion within their first 30 days since the registration and are more engaged on the site. Readers who register by signing up to a newsletter are more likely to convert to a subscriber than those registered at other touchpoints. She quoted the results of internal studies: The Telegraph’s Head of Newsletters Michelle Brister said at the INMA Subscriber Acquisition master class: “Newsletters are high engagement products, which produce best quality registrants and subscriber prospects, and the most engaged subscribers for the Telegraph.” It’s a relatively inexpensive channel - direct, mobile, social - and allows personalisation even without expensive technology, as readers self-select to e-mails of their interest. ![]() What’s their impact? How should they manage such a portfolio? The power of e-mail The Telegraph has 42 newsletters aimed at engaging the registered and the subscribed. Correlation though doesn’t mean causation. This means The Telegraph’s rule of thumb is about right for news brands. On average, 13% of the registered users were also subscribed. Indeed, we found brands that have more registered users also enjoy more subscribers. They are the participants of the INMA Subscription Benchmarking Service. We verified the relationship between the two numbers by studying the share of known and subscribed users at 50 national and regional news brands across the world. shared the company’s North Star goal of having 10 million people registered and 1 million subscribed to the site by 2023. ![]() ![]() We advise also to plan e-mails to those registered and subscribed based on a map of your subscription funnel.Īt the INMA Media Subscription Summit, Chris Taylor of The Telegraph in the U.K. News publishers are right to expect one subscriber per 10 registered readers, a new INMA study shows. ![]()
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