Then there’s the targeting potential of advertising through email. Though not available now, Kupietzky knows the value of enabling a marketer to match email addresses and send targeted messaging to select users.
Hearst, which uses PowerInbox for its dynamic email product, signed up to use its RevenueStripe product too. The widget yields a $1 to $5 RPM. The goal is to make the marketing emails Hearst sends “self-funding,” said Charlie Swift, VP of strategy and marketing operations at Hearst Magazines.
But Hearst limits its advertising. Swift said he asks himself, “What’s the objective of the email, and would I mind if they are distracted by something else?”
Based on that criteria, Hearst restricts buyers that might be off-brand for a magazine, and doesn’t put content underneath an email with an important call to action, like a bill to renew a magazine.
Cooking and crafting publisher Prime Publishing last year added RevenueStripe to its newsletters, which go out to 6.5 million subscribers. Email drives a huge portion of traffic and revenue for the publisher.
The module is seeing strong performance for Prime Publishing Compared to DFP [DoubleClick for Publishers]-served ads in email and LiveIntent, RevenueStripe ads get click-through rates 80% higher, according to internal data. The CPMs exceed that of other placements, including direct sold ones.
Because content recommendation engines are already familiar real estate on websites, and most publishers run programmatic ads, adding RevenueStripe’s product to email isn’t much of a stretch. That made it an easier sell to Swift.
“I think of RevenueStripe no differently than programmatically buying ads on a display website,” he said. “It’s the same thing.”