• by Jess Nelson , January 27, 2016

Email marketing company PostUp released a new email engagement service Wednesday targeted at media companies and digital publishers.

PostUp’s new Audience Development Solution is a service-based email marketing program powered by email capture tools built into PostUp’s platform. PostUp leverages audience data collected via the service to increase email acquisition and consumer engagement overall with higher quality and targeted email marketing.

PostUp builds and tests an email capture program per each individual client in an attempt to make the data collection process as seamless as possible. Customer service is a focus of PostUp’s program, and the company works with a number of large clients including HBO, Sony and Disney.

PostUp increased the company database of GolfChannel.com by 32% year-over year through a multi-pronged approach that collected customer preference and data, tied to an automated email marketing campaign.

“Personalization is not one size fits all,” says Shelly Alvarez, director of client services at PostUp. “Your Web site has to be ready for it, and your Web site has to be big enough to support it.“

The media and publishing industry has a standard and quite typical open rate of 22.39%, according to MailChimp’s latest email benchmark report updated at the beginning of the year.

The industry’s click-through rate of 4.61% is quite impressive and the second-highest scoring industry in MailChimp’s study. Likewise, the media and publishing industry has one of the lowest bounce rates at just 0.31%.

That’s good news for publishers, especially in an industry dominated by advertising revenue. Email marketing is increasingly being leveraged by publishing companies as a recruiting tactic to get more views on their Web site. For example, BuzzFeed now has a wide variety of email newsletters powered by Campaign Monitor that range from the news of the day to adorable puppies.