Email marketing is huge business. As a nation, we are addicted to checking our emails and since internet browsing has become so commonplace on a mobile device, millions of people are checking their phones on a multiple basis throughout the day – for many people it could easily be described as an addiction.
New York Times Capitalising on an Obsession with Email
Many businesses, including The New York Times, are capitalising on this obsession with email. This popular American daily newspaper has a 70% email marketing open rate as the publisher has figured out how to craft newsletters in such a way that enables the reader to personally connect with the brand.
Not content with just a single email newsletter, the New York Times has a staggering selection of email newsletters to choose from, ensuring that readers of all backgrounds and interests can be suitably appealed to.
Customised Content is Critical to Maintaining User Interest
In an age where digital marketing has transformed the way that businesses and individuals interact with one another, it has never been more critical to create customised content that appeals to the heart of specific readers.
The transition from just a handful of email newsletters to more than 30 came about after a report carried out found that the Times’ homepage traffic had dropped by around 50% since 2011. The publication quickly devised a modern marketing strategy that was precise, customised and appealing to a very specific type of reader. They started to publish newsletters such as: ‘What We’re Reading’ ‘Today’s Headlines European Morning,’ ‘Your Money’ and ‘Booming’ (designed for baby boomers) – these are very specific publications that appeal to a niche audience.
By getting into the minds of individual readers and their personal interests and lifestyles, the brand was able to add value in a much more user-centric way.
Though the process took time to kick off, it has had a magnificent response. Newsletter subscribers have increased by 14% within six months while weekly newsletters have a gross open rate of 50%. Some of the more specific newsletters are even generating a 70% open rate or more.
Test & Test Again
The Times is fortunate in the sense that it does have a fantastic reputation, but even so it has worked hard to uphold that reputation and maintain its appeal to its vast audience. Everything is tested, from headlines to image sizes to whether or not to include a note from the editor, while the fact that most emails are being opened from a mobile device is also playing a significant role for the publication.
Overall, The New York Times is working incredibly hard to successfully communicate with its readers and appeal to them in a way that will keep them interested for the long-term. Though there is a great deal of competition out there, by testing everything, and testing it again, the brand has been able to successfully stay ahead of the game when it comes to driving engagement levels and maintaining consumer interest.
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