NAA offers e-mail marketing study and webinar

Not all things top-of-mind for me should automatically be top of mind for you, but a recent report by the NAA Digital Edge team on e-mail marketing seemed especially timely given some conversations we are having lately around our company.

The report's premise is that newspapers should own e-mail marketing, but despite the audience- and revenue-building opportunities that are possible with e-mail products, very few of us are effectively developing this portion of our product portfolio.

You might recall that we hosted David Hendricks of Datran Media at our 2008 fall conference, when he spoke with the NENMA members in attendance about the immense opportunity in e-mail marketing:



So while the NAA report is not a new topic for us, it does point out that e-mail marketing remains an untapped product offering in our content and advertising mix. The report includes three case studies from The Arizona Republic, The Houston Chronicle and The Dallas Morning News, and a cheat sheet for selling e-mail marketing solutions.

NAA will be following up the release of this report with accompanying webinars next month, one on Sept. 10 that will focus on how e-mail marketing can help build newspaper readership and retain subscribers, and another on Sept. 17 about the revenue opportunities that arise from building a robust e-mail audience.

If after reading the report and attending the webinars you feel there is a need for further exploration of this topic, or if it sparks another idea, let a NENMA board member know. We're always looking for NENMA membership input on conference and seminar programming.