The From Line

Send, Managing & Monetizing Email

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Posted by on in Email Monetization

I’m privy to a secret that I’m going to share with you. Publishers and media companies that are successful with their email programs don’t like to share this information for fear of passing on the opportunity for success. Personally, I feel there is enough success to go around and this is why I’m choosing to share it.

The secret is labeled “D.A.R.P.” and it directly affects their ability monetize their email newsletters.

D. Design:

A newsletter’s design is one of the main elements that determines a successful email monetization program.  Aside from mobile and multi-client rendering, advertising, both native and display, should FEEL part of the subscriber experience not relegated to the newsletter’s  margins.  Additionally, newsletters that include full stories instead of teasers are not conducive to monetization as an advertisement placed in these types of formats look awkward and out of place, disrupting the subscriber experience.

A. Amount:

If you plan to place one or two ads in your newsletter be prepared for very tepid results.  Effective monetization of a multi-story email newsletter requires the proper ad to content ratio which in some cases can be 50/50 or 60/40 depending on how well you’re able to integrate advertising into the subscriber experience.

R. Relevance:

To maximize revenue, it’s important to go beyond contextual ads and include personally targeted ads as well.  Ads targeted using a subscriber’s encrypted email address (MD5#) are usually based on a demographic and behavior profile by the advertiser or ad network helping to yield higher CPMs.  

P. Placement:

If one of your goals is to provide a quality subscriber experience with advertising, than its placement in the newstream, above, and below the fold are critical to effectively monetize an email newsletter.  All too often editors force advertising in email to the bottom or to the extreme right margin thinking it will disrupt the subscriber experience when this assumption is incorrect, especially for native ads.  Many studies have shown that native ads and content are viewed with almost the same equity if they are integrated with the general subscriber experience.

So there you have it. Secret revealed. If you are a publisher or media company and you follow these four simple recommendations, you’ll be on your way to successful monetization!

Posted by on in Did You Know?

Incentives are a great way to motivate new signups - and they often work. However, using incentives for the sole purpose of growing your email list can lead to problems. The quality of these addresses will likely suffer since many use fake addresses just to get their hands on the incentive.

Those fake addresses (whether made up or belonging to someone else), will lead to high bounce rates, complaint rates and have a negative impact on your sender reputation. Before you know it, you have a major deliverability problem on your hands.

Posted by on in Uncategorized

Ping Pong (aka table tennis) has become all the rage here at Gold Lasso. Without fail, every day around 11:30, you’ll hear the swift pounce of the ping pong ball back and forth and back and forth. This has been coined the “pre-lunch game.” It functions as a warm up, because AFTER lunch is when the those competitive juices start flowing. We thought it would be a great idea to bring a ping pong table into our “common area” so we could hit the ball back and forth during our informal strategy sessions and water-cooler debates. It has turned into a mega tournament with 3 of our own (Dilpreet Singh, Yotam Derfler and John McLean) battling it out for first place. Stay tuned next month and we’ll let you know who is crowned Gold Lasso Ping Pong King of 2014!!

Posted by on in Strategy

You’ve got an untapped resource right at your fingertips – your audience. The wealth of knowledge and perspective your audience can offer is priceless. Email surveys are one of the fastest, most efficient ways to get to know what’s on their mind. You have questions, they’ve got answers. The feedback you generate can shed some light on things you’ve never considered.

  1. Ask what they think of your organization, your products or services. You may not always get the answers you’d like, but you can use this information to learn more about what your audience is looking to get from your relationship.
  2. Evaluate the competition. Do you know how to compete? What products or services have they used before and what did they like or dislike about them?
  3. Learn from them. Ask for things they’d like to see in the future. Ask how you can do things better.

There are a few best practices to keep in mind while creating your survey.

  • Keep it short – it shouldn’t take more than 2-3 minutes to complete
  • Make it clear – have a third party read your questions to ensure they are concise.
  • Tell them what to expect – let them know how many questions there are, how long it will take and if there is an incentive waiting for them at the end.

So there you have it, all the ins and outs of creating an effective survey. For instructions on how to use Gold Lasso’s survey module, please visit the Survey section in our Knowledge Base. It’s the perfect time – gather the information you need to start 2015 off right! For information, please email This email address is being protected from spambots. You need JavaScript enabled to view it. or contact your Account Manager.

Posted by on in Uncategorized

The first email ever sent from space was in 1991 using Applelink software on a Macintosh Portable. Astronauts Shannon Lucid and James C. Adamson sent the message to Marcia Ivins, a shuttle communicator at Johnson Space Center.