The Media Minute 4.13.22

When carried out effectively, email marketing is one of the most lucrative digital marketing strategies. It offers low costs and a high return on investment (ROI), proving to be a vital asset to your marketing plan and overall company growth. The most important thing to consider, however, is who you’re sending your email marketing campaigns to. Whether it’s your target audience, form-filled leads, or existing customers, an email list is crucial to your success.

Email has struggled to shine commercially as part of a product mix. For many publishers, it is still an incremental revenue stream providing just a small percentage of inventory. This in turn means it isn’t in line for as much attention and innovation as other areas of the business. Now, however, email is beginning to be seen as a more powerful product in its own right.

The value of data has been clear in our digital economy for a long time. UK mathematician Clive Humby described it as the new oil back in 2006. But he qualified his description, saying: “Like oil, data is valuable, but if unrefined it cannot really be used.” More publishers are collecting increasing amounts of data to grow their audiences and support subscription and advertising sales, but without the refinement of effective data strategies, more data doesn’t guarantee better performance.

Sadly, magazine CRM systems are neither invincible nor undefeated. Keeping an exact score is difficult, as the CRM failure rate has been measured to be anywhere between 18% and 69% over the years … In this blog, we’re going to focus on the common complications of what can feel like an impersonal system, but should be approached as a human-first experience, not only for the customers (who come first in both spirit and also in CRM name), but for the publishing CRM users who craft and maintain that all-important relationship.

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