Email marketing technology company PostUp released a digital publishing platform on Wednesday aimed at helping media companies monetize their audiences through cross-channel content proliferation.
The new publishing platform, Continuum, allows media companies to share editorial content across digital channels. From a single user interface, media marketers can publish content across email, SMS, social and mobile push campaigns.
PostUp’s Continuum will also create a mobile application for any media or digital publishing company that does not already have one.
Additional product features include campaign workflow visualization for ease of use, and CMS integration for automated newsletter set-up. Automated content sharing and promotion make it easier for publishers to focus on the content itself rather than technical issues, says Keith Sibson, VP of product and marketing at PostUp.
In January the company launched Audience Development Solution to help curate email list development for media companies and digital publishers. PostUp’s client list includes HBO, Golfchannel.com, Sony and Disney.
A Juniper Research report estimates that publishers will lose $27 billion a year by 2020 due to ad blockers -- desktop or mobile browser extensions that filter banner ads and pop-ups from view. With that loss of revenue, publishers are seeking alternative monetization strategies for their audiences.
A recent study by eConsultancy suggests that media publishers are increasingly satisfied with the performance of their email campaigns. eConsultancy teamed up with Adestra to poll 1,100 digital marketing professionals in its annual Email Marketing Census and while less than half of respondents in the print, publishing and media industry expressed satisfaction with their email marketing campaigns in 2015, 73% rated their email marketing as "good" or "excellent" in 2016.