Email Marketing in the Publishing Industry: the Good, the Bad & the Ugly
The first in-depth survey of email marketing habits in the publishing sector, UK Publishing Email Benchmarking Survey Autumn 2011, conducted by Adestra in association with PPA, throws up some interesting data. Adestra’s Henry Hyder-Smith looks at the main findings in his article for InPublishing Magazine.
It shows publishers are doing a number of things right and using email marketing to deliver serious response / ROI metrics, as well as taking steps towards a single customer view. So medals all round and move on to something else? Well, not quite. What is also apparent is that publishers are ignoring some key areas, particularly emerging channels, and lag behind the practices being implemented by their peers in the US.
Lacking some basic email practices and not embracing new channels can be critical for current and future comms activity and needs to be addressed urgently. These are not ‘theoretical’ improvements; these are proven, practical techniques to drive response, particularly sign-ups. Data is king, we all know that. But what are publishers doing to grow it, keep it, clean it and manage it?
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