The From Line

Sending, Managing & Monetizing Email

Infographic: What's the difference between pre-click and post-click email monetization?


About This Infographic

Do different email monetization tactics affect list attrition and engagement differently? This is what our publishing partners wanted know so we decided to study their monetization practices in detail and some of the results were contrary to typical publisher thinking.  We wanted to focus our research on a couple of statistics that could easily be measured but reveal what the true risks of various monetization tactics actually are.  Therefore, probability of disengagement and opting out was attributed to subscribers who were exposed to various email monetization tactics. This included over 400,000 randomly selected subscribers across 20 publishing partners employing different and overlapping email monetization tactics.  Based on our findings, there’s no surprise that pre-click email monetization tactics (monetization inside an email) significantly increased the probability of list attrition and disengagement.

Native advertising, ads placed in the main content column of an email, had the least effect on attrition and disengagement while 3rd party list rentals increased the probability of a subscriber opting-out or ignoring future messages by over 700%. More importantly, despite the high returns of list rentals, they created dire deliverability issues to future email sent. Contrary to common publisher misconception, however, all post-click email monetization tactics (interstitials, videos, display ads, etc.) that leveraged a subscriber’s encrypted email address for targeting purposes, had very little to no effect on list attrition or disengagement.  In other words, publishers who don’t leverage subscriber email addresses for post-click targeting and monetization purposes are leaving low risk to no risk money on the table.


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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.

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<a href="/images/easyblog_images/63/Newsletter-Monetization-Curve.png" target=
"_blank"><img src="/images/easyblog_images/63/Newsletter-Monetization-Curve.png" alt=
"infographic" width="430" /><br />
Click to Enlarge</a><br />
Via <a href="/blog/entry/354-infographic-post-click-email-monetization-study">Gold Lasso, Subscriber Engagement &amp; Monetization Systems</a>

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