As you know, our clients are some of the most incredible before/after examples of niche publishers who have turned their businesses around when they went multiplatform. And there’s not a single Mequoda client without email as the core of their audience development program. Even our most socially savvy publishers are actively and aggressively using resources to build robust email lists because they know social media is fleeting and is becoming less and less free. Email, however, is a very personalized place to deliver news and information with an almost guarantee it will be received.

There are seven major Audience Development models we have identified: search, social, syndication, email, retail, paid advertising, and direct mail. Today I’m focusing primarily on email, and using Green Gardens Network as an example. If you’re new to Mequoda, please take a moment to familiarize yourself with Green Gardens Network (GGN), our composite case study, and CEO Rose Harper, the embodiment of all our clients whose “example” we use as a teaching tool without revealing real publishers’ names or data.

As mentioned, email is an integral part of Mequoda’s strategy to Attract, Capture, Engage and Monetize an audience. We want to attract an audience through methods such as optimizing content for search and then have appropriate architecture on the website to capture visitor’s email addresses in exchange for a valuable piece of free content.

But what are you going to do now that you have these email addresses? Simply sending them one marketing message after another will lead to unsubscribes. And those who don’t unsubscribe will stop opening your email and devalue your brand if all you do is market them a product with every email.

To maintain an engaged audience and keep your email list numbers up, publishers should send regular content-based emails with more valuable free content. Sending regular email keeps your audience engaged with your brand, making them more likely to think of you first when it comes time to buy.

If you fail to keep your audience engaged, they will drop off your email list and you will never have a chance to monetize them. They will be gone. Maybe forever. So, keep the good content flowing.

Whether or not your efforts are successful can be determined by your email metrics. Is your unsubscribe rate increasing or decreasing? Is your email click-through rate increasing or decreasing? Is your open rate increasing or decreasing? These are the metrics Mequoda lives by:


  • Open rate
  • Click rate
  • Revenue per email subscriber
  • Site-wide email capture rate
  • Email opt-out rate
  • Email retention rate


You can find out how to calculate those metrics here.

In order to keep her metrics positive, Rose Harper at Green Gardens will keep her audience engaged by sending content emails 7 days a week. Monday through Saturday she will send the Green Gardens Daily, an email packed with content taken from the free portal website. On Sunday, she will send Green Gardens Weekly, an email listing all the content posted in the daily emails during the week.

Each edition of the Green Gardens Daily email will be a stacked email (more on stacked emails here) with four feature headlines and snippets. In between the snippets will be sponsored text ads, as well as magazine and tour reviews to drive the audience to those parts of the web site. Over the six days, all of Rose’s 24 topic areas will be covered.

On Sunday, the 24 headlines and snippets will be divided into 12 segments of two stories, with spaces in between filled by sponsors text ads, magazine reviews, tour reviews and a text ad for another free report.

If you’d like to talk more about how an email-centric audience development strategy can turn your niche publication around, please set up a time to talk with us.


Related Posts

#5 Social Proof
No one wants to be the first to sign up on your mailing list. They want to know if other people have signed up as well. A proof of the number of subscribers, testimonials, reviews, mentions on media, all adds to your credibility online.

 Get real testimonials from real people, video testimonials are better, and testimonials with photographs are not bad either.

Email marketing can be a lot of fun if done correctly. To me, it’s all about building relationships and connecting with people.
An email campaign is personalized with colors, fonts, and images that take hours of planning and strategizing. We target niche audiences and specific markets with custom-built messages that may also be well presented along with eye-catchy templates and call-to-action link redirection.

After the amount of work that goes behind every single email, the ultimate aim of an email is to reach the right subscriber address to get the results estimated, lest the email is of no use. Here the terms delivery and deliverability come into the picture. Even though these terms have different meanings, few marketers use these terms interchangeably.

What determines email delivery?

What do you think would decide the delivery of an email? Email delivery, just as the term sounds, means the ultimate acceptance of an email by its recipient.

What differentiates email deliverability from email delivery?

Email deliverability would refer to where an email lands finally- whether an inbox or spam folder or another folder. Once the email is delivered, you would want to consider what would help your email land into an intended inbox of the receiver:

Email Domain or Address Existence
Along with the requirement for an email delivery success, comes the need for the right email domain or email address. Besides this, your IP address needs to be checked for acceptance by all servers. So, your email will be sent to the right email subscriber, but its landing to the inbox or the spam folder will be your next question.

Know how your email will get to the inbox
Email deliverability or inbox placement is a concern at this stage as inbox is the correct destination for every email. See what confirms an email deliverability:

a) Authentication: While sending an email there are certain protocols that a sender needs to be identified with, namely- DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF) and Domain-Based Message Authentication, Reporting, and Conformance (DMARC). These protocols are like a passport necessary for the background check of an email and help to get your email through to the right destination.

b) Sender score: Sender behavior is rated by different organizations and ISPs differently on the basis of email subscriber behavior generation. High number of emails sent to your email subscribers will guarantee their your score as a trusted sender, raising your reputation as an email sender.

c) Content quality: It is better to refrain from using formatting everywhere in an email, and if you are sending the URL of your website, then it is better to use it as it is instead of shortening it. Your email subscriber will open your email only after reading the subject line, so create a subject line that addresses a subscriber’s requirements.

There may be other ways to clear the way of your email to its destination point. You may need to clean your email list, replace outdated email addresses with the new ones or prevent your emails from being blocked by your ISP due to negative user interaction. Deliverability problems may also straight away indicate that the email list is not interested in your emails.

So, you may try the following to de-clutter your email list and keep addresses of contacts that show interest in your emails:

1) Clean your email list

If there are too many inactive email subscribers, your subscriber engagement metrics will not show good results in email deliverability. So, you may want to send an automated re-confirmation email to such contacts and after checking their activity you may want to remove or suppress the still inactive contacts.

2) The unsubscribe button may be helpful

Though unsubscribes mean less contacts on your email list, but it does not necessarily lessen the deliverability rate, in fact it raises the proximity of getting the most chosen contacts on your list and excusing your emails from being spammed. This further helps to increase open and click-through rates and decrease bounce rates. So, it is better to include your unsubscribe button in your emails.

3) Customize emails to make them relevant to your subscribers

A marketer benefits from personalized email content as customer relevant content raises the chances of an email traveling to the inbox directly. Email is one of the personalized marketing platforms and hence, customer-focused emails raise reader engagement and long-term subscriber relationship.

So, deliver emails with HTML, RSS feeds, landing page and call-to-action links to the right contacts at the right time with the right message by using the above mentioned techniques and pull in high organic traffic towards your online content.
It has often been said that the rise of social media would lead to the demise of email marketing, yet this simply has not been the case — nor will it likely ever be.

While both channels compete for consumers’ screen time, the competitive dynamic ends there. In reality, marketers have the greatest opportunity to reach consumers when they view social media and email marketing as partners with a common goal, rather than rely entirely on one over the other.

One of the things that makes riding the Elliot Wave so tricky is timing — of all the major wave theories, it’s the only one that doesn’t put a time limit on the reactions and rebounds of the market. A single In fact, the theories of fractal mathematics makes it clear that there are multiple waves within waves within waves. Interpreting the data and finding the right curves and crests is a tricky process, which gives rise to the contention that you can put 20 experts on the Elliot Wave theory in one room and they will never reach an agreement on which way a stock — or in this case, a currency — is headed.

Elliot Wave Basics

Every action is followed by a reaction.

It’s a standard rule of physics that applies to the crowd behavior on which the Elliot Wave theory is based. If prices drop, people will buy. When people buy, the demand increases and supply decreases driving prices back up. Nearly every system that uses trend analysis to predict the movements of the currency market is based on determining when those actions will cause reactions that make a trade profitable.


There are five waves in the direction of the main trend followed by three corrective waves (a “5-3” move).

The Elliot Wave theory is that market activity can be predicted as a series of five waves that move in one direction (the trend) followed by three ‘corrective’ waves that move the market back toward its starting point.

A 5-3 move completes a cycle. And here’s where the theory begins to get truly complex. Like the mirror reflecting a mirror that reflects a mirror that reflects a mirror, the each 5-3 wave is not only complete in itself, it is a superset of a smaller series of waves, and a subset of a larger set of 5-3 waves — the next principle.

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This 5-3 move then becomes two subdivisions of the next higher 5-3 wave.

In Elliot Wave notation, the 5 waves that fit the trend are labeled 1, 2, 3, 4 and 5 (impulses). The three correcting waves are called a, b and c (corrections). Each of these waves is made up of a 5-3 series of waves, and each of those is made up of a 5-3 series of waves. The 5-3 cycle that you’re studying is an impulse and correction in the next ascending 5-3 series.

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The underlying 5-3 pattern remains constant, though the time span of each may vary.

A 5-3 wave may take decades to complete — or it may be over in minutes. Traders who are successful in using the Elliot Wavy theory to trade in the currency market say that the trick is timing trades to coincide with the beginning and end of impulse 3 to minimize your risk and maximize your profit.

Because the timing of each sequence of waves varies so much, using the Elliot Wave theory is very much a matter of interpretation. Identifying the best time to enter and leave a trade is dependent on being able to see and follow the pattern of larger and smaller waves, and to know when to trade and when to get out based on the patterns you identify.

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The key is in interpreting the pattern correctly — in finding the right starting point. Once you learn to see the wave patterns and identify them correctly, say those who are experts, you’ll see how they apply in every facet of forex trading, and will be able to use those patterns to trigger your decisions whether you’re day trading or in it for the long haul.
First what is the Forex market: The FOREX or Foreign Exchange market is the largest financial market in the world, with an volume of more than $1.5 trillion daily, dealing in currencies. Unlike other financial markets, the Forex market has no physical location, no central exchange. It operates through an electronic network of banks, corporations and individuals trading one currency for another.

The Forex, or foreign currency exchange, is all about money. Money from all over the world is bought, sold and traded. On the Forex, anyone can buy and sell currency and with possibly come out ahead in the end. When dealing with the foreign currency exchange, it is possible to buy the currency of one country, sell it and make a profit. For example, a broker might buy a Japanese yen when the yen to dollar ratio increases, then sell the yens and buy back American dollars for a profit.

Strategies for anticipating and capturing significant turns in stocks, stock indices and exchange-traded funds in Forex trading are known as Fibonacci strategies. Classic principles and applications of Fibonacci numbers and a trading system known as the Elliott Wave are used. Basically the idea is to calculate and predict key turning points in the markets, analyze business and economic cycles and identify profitable turning points in interest rate movement. Forex traders also benefit from the system and from Fibonacci.

Fibonacci was the name used by the Italian mathematician Leonardo Pisano from 1170 to 1250. The son of Guilielmo and a member of the Bonacci family, Fibonacci sometimes used the name Bigollo, which may mean good-for-nothing traveller. Fibonacci was a genius ahead of his day. He was a brilliant mathematician who wrote several books. He is most well known today for the sequence 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, etc, which figures prominently in what is today known as Fibonaccian mathematics, and has a quarterly scholarly journal devoted to it. Until that time the Western world had used the Roman numeral system, Fibonacci introduced the West to the modern decimal system, imported from Babylonia. The Fibonacci number sequence is studied as part of number theory and hase applications in the counting of mathematical objects such as sets, permutations and sequences, as well as in computer science.

It was Fibonacci’s belief that Arabic numerals were simpler and more efficient than Roman numerals. He traveled throughout the Mediterranean world and studied under the major Arab mathematicians returning to Pisa around 1200. In the year 1202, at the age of 32,Fibonacci published his findings in The Book of Calculation. In it he showed the practical importance of this new number system by applying it to commercial accounting and to conversion of weights and measures. He also showed how to apply it to the calculation of interest, money changing, and many other applications. The book was well received and had a profound impact on European thought. Despite this, the use of decimal numbers did not become widespread until the invention of printing almost three hundred years later. Fibonacci was honored to be a guest of the Holy Roman Emperor Frederick II who was a fan of mathematics and science. In the year 1240 his city, the Republic of Pisa honored him by paying him a salary from the city.

Fibonacci’s numbers are used in the run time analysis of Euclid’s algorithm determining he greatest common divisor of two integers. It was also used by Yuri Matiyasevich to solve Hilbert’s tenth problem. The numbers are also used in a formula about diagonals Pascal’s triangle. He said that every positive integer can be written uniquely in a way as the sum of one or more distinct Fibonacci numbers and in that way the sum does not include any two consecutive numbers, which is called Zeckendorf’s theorem. A sum of Fibonacci numbers that satisfies these ideas is a Zeckendorf representation

The numbers are also commonly found in nature. They have been found in the patterns of leaves, grass and flowers, and branches in bushes and trees. Fibonacci numbers can also be found in the arrangement of tines on a pine cone, in raspberry seeds and other natural sources. Genes too and enzymes often show Fibonacci patterns.

Fibonacci, known in his day and recognized as a genius, was able to see patterns that escaped others. It is only with the modern age of computers that his numbers and patterns can be utilized anywhere near what he envisioned. Fibonacci’s translation of Arabic numerals, replacing the limited and bulky Roman system of numerals, is a debt the entire modern world owes to him. Serious Forex traders also owe a debt to the man from Pisa. http://forexlibracodes.com/

The genius of continues today in the Fibonacci strategy and its use on the Forex market.
First what is Forex: The FOREX or Foreign Exchange market is the largest financial market in the world, with an volume of more than $1.5 trillion daily, dealing in currencies. Unlike other financial markets, the Forex market has no physical location, no central exchange. It operates through an electronic network of banks, corporations and individuals trading one currency for another.http://theforexlibracode.com/