Our future may hold NSA-proof emails and Internet providing lightbulbs, but right now we have good news about marketing.
The Boston Globe increases subscriptions 90% YOY with email marketing
As we learned in a recent post about The New York Times, newspapers are turning to email to increase readership. After circulation dropped for seven consecutive years, The Boston Globe launched a multi-channel effort to regain readers, but email proved to be one of the most effective tools.
First, the publication had to reassess its existing email strategy, and found a need for better email automation, personalization, and optimization reporting. Among other improvements, they began to use dynamic content in headlines and copy based on recipient buying history, resulting in some dynamic messages outperforming non-dynamic emails over 50%.
Since launching its new email strategy in 2014, The Boston Globe has seen a 90% increase in year-over-year subscriptions.
Read more at Business 2 Community.
Google’s Customer Match lets advertisers upload email lists for ad targeting
Google launched Customer Match, a highly-anticipated new feature in AdWords that lets advertisers upload their email lists to target audiences. Search, YouTube Trueview and Gmail ads can now all be tailored to customer segments.
By pulling advertiser data on consumer interactions with a brand, instead of browser behavioral targeting alone, advertisers can now create campaigns with more relevant, personalized copy and more precise targeting.
Read more at Search Engine Land.
Steal These Ideas Holiday Email Campaign Webinar
There’s still one day left to register for the Steal These Ideas Webinar. It’s not too late to launch a successful email campaign for the holidays, and this webinar is loaded with inspiration and tips to get the most out of your 2015 holiday marketing season .Register now.