10 emails you should send to improve your program


There are five steps to improving your email strategy and one of those is leveraging a variety of different email types. Visit the Second Street Lab to watch a short video on these different email opportunities.

Below are ten emails that your paper should be sending. Each is designed to achieve different goals, reach different audiences, and improve your overall email program.

So, take a look at the list. Where do you have an opportunity to add in some additional emails?

1. Welcome Email

Users create a first email that sets the stage for what users can expect from future emails.

2. Exclusive Offers

Reward your subscribers with special offers and deals just for them. Make them feel like a VIP for joining the list.

3. Birthday Email

People love getting birthday emails and it shows. Birthday messages have a 179% higher click rate than other promotional emails. This is a great opportunity to partner with an advertiser and have them sponsor the included offer or coupon.

4. Campaign Promotion

Looking for even higher engagement numbers for your promotions and interactive content campaigns? Email is the #1 way to drive promotions conversions. If you're not announcing your quiz, pick'em, or contest by email, you're definitely missing out.


5. Event Invitation

If you want to really drive attendance and awareness about your event, email is your best friend. With a clear call-to-action, you can quickly boost ticket sales and increase attendance.

6. Special Content Activation

Maybe you have a special live show coming up or an in-depth report on the evening news. Use emails to drive engagement with your content.

7. Breaking News

Whether it's a major news event, a breaking sports story, or a hot new concert announcement, use email to make sure your subscribers get the news from you first.

8. Newsletters

Sending the right emails to the right people is key. Creating a variety of newsletters will let you target messages to an engaged and interested audience.

9. Subscriber/Member Acquisition

Create a series of specific emails targeting non-subscribers.

10. Advertiser Drip Campaign

Work with an advertiser to set up a series of targeted emails looking for leads. Even better, send these to a specific targeted list for higher open and click-through rates.

It's time to step up your email game. Take some time to evaluate your current email practices and see where you can make improvements. Email isn't dead – far from it. Make sure you're prepared to take advantage of all it has to offer.

Matt Coen is the president and co-founder of Second Street, a leading provider of private-label online promotions platforms and partner success services for media companies based in St. Louis, Mo. He can be reached at (314) 880-4902 or matt@secondstreet.com.

Second Street, Coen, promotions, email
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