34% of publishers indicated that email marketing drove substantial revenue for their businesses in 2017, the most of any technology listed in this report. Email is incredibly valuable to publishers because the email address has become the unique identifier and direct line of communication for online users.
Email then becomes the lynchpin to track reader behavior across platforms and build a user profile from those insights, and then provide more targeted subscription offers and event invites, develop lead generation campaigns for clients, and deliver personalized content.
Several publishers have upped their email efforts in recent years, particularly in regards to newsletters. For example, The New York Times currently operates 58 newsletters, and has nearly doubled its newsletters since 2015, adding new content verticals like “Cooking” and “Trump’s Agenda.” Since expanding its newsletter roster, the newspaper has grown newsletter subscribers to over 13 million.