Alex Lustberg

The publishing industry has been transformed by the transition from print to digital forms of media. As the industry continues to evolve, the important takeaway for publishers is this: If you're not effectively communicating with subscribers via email, their preferred channel, you're not fully engaging your audiences to drive advertising and subscription revenues. As ubiquitous as mobile usage is now, mobile usage is predicted to reach 8 billion subscribers by 2016. Moreover, in the U.S., 65 percent of all email gets opened first on a mobile device.

Much like you need to understand the ABCs to speak eloquently and need to memorize the periodic table to balance chemical equations, you must master the lessons of email marketing to deliver meaningful digital marketing campaigns—no matter which channel you are using. From testing and optimization to targeting and segmentation, the lessons of digital marketing were learned in email.

The research mined for best practices and insights that increase customer value and ROI. Email and website reign, with email maintaining its position as a critical digital marketing practice, and cited alongside website marketing as providing the highest ROI. Social media ROI is cited as surpassing SEO/SEM at 57 percent compared to SEO (43 percent) and SEM (45 percent). Nearly two-thirds (66 percent) have a blog, yet only 22 percent of respondents cited a positive ROI

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