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Social reach is declining. Search prices are rising. Traditional targeting is changing due to the demise of the third-party cookie…

The topic of email monetization is a hot one. It seems the age-old question for a myriad of publishers is this: How to make money off subscribers without scaring them away?

As publishers prepare for the death of the third-party cookie (now scheduled for the end of 2023), they’re in dire need of new ways to fortify their bottom lines and optimize their targeting strategies.

So, you know you need to launch ads in emails. (If you don’t, click here for a refresher!) Now you just need to know how to make that happen. 

George Berkeley famously asked the philosophical question, “If a tree falls in a forest and no one is around to hear it, does it make a sound?”

Consumers have spoken and their message is clear: They want ad personalization. 

Email is one of the most versatile ad platforms for brands. Why?

Millions of news stories are published every day. As The Atlantic reported, The Washington Post alone publishes an average of 1,200 stories a day and The New York Times publishes 230 stories a day. And those numbers are only growing.

Email should be an essential part of each brand’s advertising mix in 2022.  That’s right. Search and social media have had their days. But now — with privacy concerns mounting and first-party data becoming a priority — it’s email’s time to shine.

As third-party cookies are set to be a thing of the past, advertisers are looking for innovative ways like newsletter advertising to target their customers and generate revenue. With that in mind, many are turning to a robust marketing channel that continues to stand the test of time: email.

Digital ad spend is on the rise and set to exceed $300 billion by 2025. In fact, 2021 alone saw a 38% increase in ad spend from 2020, proving that the industry is still booming even in the wake of the pandemic.

For publishers looking to monetize email newsletters, things don’t always go according to plan. In the online world, rarely does something stir up a private and personal feeling like an email, and it seems many forget its power.

Over 319 billion emails are sent and received each day — and that number is expected to reach 376 billion by 2025. That’s a lot of information to sift through. So, how can publishers and advertisers possibly stand out from the crowd?

It’s time for a quick reality check. As a publisher, you’ve probably been going nonstop — preparing for the death of the cookie, creating a first-party data strategy, and building that list of subscribers.

It’s easy to see how personalization benefits publishers and advertisers. By providing personalized experiences across channels, businesses can better increase customer engagement and revenue.