First Party Data for Email Newsletters

The need for first party owned data is greater than ever.

I have been focused on lead generation with an emphasis on helping brands grow their proprietary email newsletter databases for almost 20 years now. Over the course of that time, the media landscape has evolved and continues to evolve at breakneck speed. But regardless of where media or consumer trends take us, one thing remains clear, content is King.

15 years ago I began helping traditional print publications and magazines take their content online by way of email newsletter growth and engage users with bite-sized, digital content. Rather than engaging their subscriber base once a month with a full publication, why not share a few articles on a daily basis? Now my team is working with content creators that have started off entirely in a digital format and employ this strategy from the start.

Many of our clients who are also active via a myriad of advertising options- display/programmatic, social media via Facebook and Instagram and search, are reporting a newfound urgency for first party owned data and the need to grow their CRM email newsletters and/or replenish inactive users with new, engaged users. Re-targeting is becoming more difficult with the challenges around cookies, and the ability for our clients to grow their email newsletter database on a fixed cost per lead basis is an easy way to mitigate these challenges with easily trackable kpi's around open rates and lifetime value.

Whether you are an experienced brand with an email newsletter list who simply hasn't leveraged lead gen for growth or an emerging content publisher that needs to find a place to start, there has never been a better time to grow your first party data. With the right users and content strategy, you will be setup for a long relationship with your audience of brand loyalists.