Cover Story: Subscribing to Hearst's E-mail Philosophy

New subscriptions and traffic drives are Hearst's subject line

Sharon Bailey Romano, e-mail marketing director, Hearst Digital Media

Hearst Magazines Digital Media, a unit of Hearst Corp., created a six-part “Earth Month” series of e-mails directing subscribers of various magazines to Hearst’s online property, TheDailyGreen.com. This is an example of the House Beautiful e-mail.

Hearst Magazines Digital Media, a unit of Hearst Corp., created a six-part “Earth Month” series of e-mails directing subscribers of various magazines to Hearst’s online property, TheDailyGreen.com. This is an example of the Popular Mechanics e-mail.

Hearst’s November to December 2008 holiday sale, in which every title cost $5, normally pulls in the highest response rates and the most profit of the year. In 2008, the launch of Food Network Magazine changed Hearst’s e-mail subscription campaign history. Hearst is able to make the $5 offers on the digital platform only because of its low cost, but direct mail has not yet seen $5 campaigns.