By Kieran Kern.
As the most productive and scalable source of traffic in the performance marketing industry, a successful email campaign is not about volume but should focus on value. How does one’s practice evolve to get your marketing message continuously into the customer’s inbox, opened, read and clicked?
Founder of CPC Email Exchange, Yancy Naughton has had a front seat to the emails’ evolution. His LeadsCon New York Path2Conversion session “Boosting Open, Read and Click Through Rates in CPC Email” will explore best practices and innovation in the compliant email space. He’ll trace the paradigm shift from the days of CPM buys through the dominance of the CPL/CPA model and discuss the value of an open and fair CPC performance metric and how boosting opens and clicks still must be reflected on the landing page or be wasted.
Founded in 2012, Naughton’s company Unlimited Traffic has a two-pronged platform – HasTraffic.com and WantsTraffic.com. The Traffic monetization side of the platform, HasTraffic.com, is for clients who want to capitalize on the increased margins available by offering zero-click redirects to advertisers without building their own bidding platform. The platform enables customers to offer internet traffic directly to the end consumers, avoiding the high margins demanded by companies such as Google, Yahoo, Bing and second-tier networks. The advertiser side of the platform, WantsTraffic, is for customers who want to get their internet traffic directly from the source and bypass the margins of the aforementioned networks.
When email is sold on a cost per click (CPC) basis, it is highly targeted and highly engaged because the publisher has achieved many actions before the sale, including opt-in, inbox, open, read, click and quality filter. By the time an advertiser reaches a landing page, they are highly engaged.
“We buy and sell our email clicks on a CPC basis, and this proves very attractive to both advertisers and publishers,” explains Naughton.
The most important factor in whether or not a customer opens an email is the subject line. Segmentation and targeting come into play within the body, which ultimately drives conversion and CPC price. “If you send education offers to people on job board opt-in lists, you are much more likely to get higher conversion and lower bounce.” But on the flip side, Naughton explains, “If you are sending auto insurance comparison offers to a Club Penguin opt-in list, not so much.”
Naughton sees CPC as an excellent meeting point between the preferred KPI models of advertisers and publishers. A publisher’s performance is judged on total revenue per thousand emails. Advertisers aren’t apt to buy on this model, preferring models where the risk leans toward the publisher’s side. As neither publisher nor purchaser wants to bend completely, CPC guarantees payment from a trusted entity.
Naughton feels that his session is critical to success because “I will actually help both publishers and advertisers increase efficiency in their traffic management.” Both publishers and advertisers will gain a deeper understanding of each other’s performance metrics and triggers, enabling them to increase their traffic and conversions.
Click here to register for LeadsCon New York 2016.