Due to the transition from print to digital publishing, the need for quality content to reach audiences has increased. According to Tyler Bishop’s “2019 Digital Publishing Trends ” ‘Audience Growth and Marketing’ held 34.2% of the overall highest priorities leading into 2019. The direct correlation between publishers and their audiences portray the importance of audience development in a rapidly transforming industry.
Overview of Audience Development
Digital publishing requires an audience to ensure a secure and lucrative position within the publishing industry. Focusing on the needs of an audience guarantees continuous web traffic and revenue gain. Evaluating the data trends and producing distinct, quality content aids in building a solid reputation for a returning audience. Likewise, maintaining good relationships with an audience encourages a better response to online subscriptions through email marketing.
What is Email Marketing?
According to a Crossware article, “Email Marketing – What is it? Why do it? And How?,” email marketing is “a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience.” Taking advantage of these digital resources allows merchants to market their products in an efficient manner that is easily accessible to their consumers.
Effectiveness of Email Marketing
A common method of email marketing are newsletters. These online subscriptions allow the option for daily or monthly intake from these websites. This accumulated information promotes better web traffic for businesses, allowing publishers a wider reach through modern channels. Audience development and email marketing work in tandem to provide emails specified to consumer’s individual requests. Email marketing guarantees that the audience will see the content “to encourage customer loyalty and repeat business” (Crossware ).
Why use Email Marketing?
Communication via email marketing is inexpensive and guarantees more ad revenue. In “The Publisher’s Guide to Email Marketing ,” publishers know the extent of generating “brand awareness, increasing engagement, and promoting/selling products or subscriptions without breaking their marketing budgets.” This knowledge increases a company’s success while providing consistent content, such as newsletters, to their target audiences. Similarly, the data obtained from these newsletter clicks contributes to maintaining the interest of the readers.
Social Media and Email Marketing
Social media has also made a significant impact in the digital marketing sphere. Email marketing has been incorporated into different apps, such as Twitter, to gain a larger audience. The Publisher’s Guide to Email Marketing explains the value of mobile-friendly content for progressive consumers. By integrating social media and email marketing, publishers have the unique ability to use their promotion through a digital platform rather than seeming “salesy.” This marketing strategy improves accessibility while providing consumers with quality content. Email marketing connects publishers and their audience through data evaluations and continuous advances in the use of digital platforms.