The From Line

Send, Managing & Monetizing Email

Changes Are Coming: We've got some exciting things coming your way next week!

Brand New Look and Feel for Dashboard

Larger icons, quick access to basic functions and easy navigation.

New Message Section Features

Ithe toolbar as shown below, it will default to the classic view display that you are used to. Feel free to uncheck the box to experience the enhancements we've made.

New Template Section featuring Easy-to-Use Templates

You requested, we delivered. Our new template section has easy-to-use, responsive templates for all your email needs.


Responsive Templates and Geo Targeting Reporting

Our responsive templates allow an optimized viewing experience for your audience.
Our new Geo-Location reporting allows you to learn more about your subscribers and get the right message to the right person at the right time.













New Template Section has in-line editing with floating
toolbars & lock-down features

Our enhanced in-line editor 
allows you to select any editable element on the page and edit it in-place. This is a great addition for users with basic HTML skills. 





And much, much more...
Survey Enhancements
List Reports
Bug Fixes
and even more!



Share this article:

Continue reading
35 Hits

Infographic: When Is An Ad Native?

Click To Enlarge

About This Infographic:

Despite the fact that publishers and advertisers can agree on what native advertising is in its legacy print format, there’s still much confusion in the industry when native advertising transcends the digital space.  Gold Lasso believes the reason for this confusion stems from the sheer number of variables that can be manipulated in a digital ad.  To help publishers and advertisers wrap their heads around what defines a native ad, we developed this simple scale that takes into consideration both publisher and advertiser standards and characteristics.  The scale demonstrates that native ads are defined by the degree that advertisers relinquish creative and formatting control to the publisher.  Are some ads more native than others?  We think so.  


Use This Graphic for FREE on Your Site!

You may use the infographic above on your website, however, the license we grant to you requires that you properly and correctly attribute the work to us with a link back to our website by using the following embed code.


href="/images/easyblog_articles/368/b2ap3_thumbnail_native-scale.png" target=" "_blank">img src="/imaes/easyblog_articles/368/b2ap3_thumbnail_native-scale.png" alt=" "infographic" width="430" />

Click to Enlarge

Via Gold Lasso, Subscriber Engagement & Monetization Systems


Infographic Thumbnail

Share this article:

Continue reading
536 Hits

Refining Native Advertising’s Definition

Refining Native Advertising’s Definition

As the definition of native advertising continues to take form, one thing that remains constant is that native advertising’s success is relegated to publisher standards of quality and experience. Even as advertisers arm themselves with advanced analytics and programmatic buying, the continuous shrinking of display’s performance reveals in some aspects, a negative correlation between advertiser standards and the dwindling engagement they produce. The digital success of native advertising is proof that advertisers must trust that publishers know their audience better than they do when they are in the publisher’s forum. It’s true that advertisers have more of a holistic view of their customer by their ability to collect and analyze data across different channels and sources. However, the publisher is the ringmaster at a particular moment in time with its direct finger on the customer’s pulse. After all, consumers go to publishers to consume content, not ads, right?

Native Advertising Is A Culture

Even as certain aspects of native advertising become programmatic, we should be hopeful that publisher formatting characteristics, the ones that lend themselves to a quality experience, continue to remain in the publisher's control. At the same time, publishers must realize that native advertising is a culture, not a format. It’s a culture that tells an advertiser’s story using the publisher’s core competencies in a way that will resonate best with the publisher’s audience. Therefore, native advertising is the cooperation of a publisher’s editorial, advertising and production departments to create the best possible experience for their consumers. Gone are the days of the siloed church and state mantra between advertising and journalism. Millennials are quite aware that journalistic integrity has been compromised by scandals and editorial bias and they are at peace with advertising’s role – as long as it doesn’t interfere with their experience of content consumption.

Consumer's Insatiable Demand For Experience

The publishers that move with this cultural shift in content consumption could reap unprecedented margins as the market could produce a winner take all phenomenon in their respective media niches. The technologies that once fragmented media could eventually consolidate it as Millennials chase the best possible experience. Those publishers who embrace this shift by perfecting the experiences they create could eventually attract the majority of audience for their niche. Native advertising is a necessary part of that experience. It melds together the objectives of the advertiser with the creativity of the publisher in such a way that advertising is noticeable, entertaining, but most important, easily digested.

How Will Native Advertising Scale?

As the industry wobbles down the native advertising path, the biggest challenge for both publishers and advertisers alike is scale. Publishers are starting to play a pivotal role in helping advertisers produce content that appeals to their audience, but scaling production across hundreds of advertisers is a difficult task. Additionally, as advertisers relinquish their grip on creativity, scaling their audience reach in native formats have been proven futile. Programmatic technologies and industry standards will help both publishers and advertisers to achieve native scale, but only to a point. Native display, sponsored content and other formatting initiatives that contain native elements definitely facilitate scale, however true native advertising is an experience that only the publisher can provide. Culture and creativity are the epicenter of native advertising, characteristics that cannot reside with the advertiser.


Share this article:

Continue reading
608 Hits

Email Monetization's Secret Formula: D.A.R.P.

Email Monetization's Secret Formula: D.A.R.P.

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!

Share this article:

Continue reading
1371 Hits

Use Your Email Signup Incentives Wisely

Use Your Email Signup Incentives Wisely

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.

Share this article:

Continue reading
1326 Hits