• by Ray Schultz , Columnist, Yesterday

Few publishers are using email to its maximum advantage, judging by a study from Wunderkind. 

Of the publishing professionals surveyed, 84% see email as an important channel, but only 8% say it is a critical part of their strategy. 

“This gap suggests that while nearly all use email, few are activating its full value as a lifecycle tool, spanning acquisition, engagement, conversion, and retention,” the study says. 

Email is “the highest-intent, lowest-cost channel publishers own, but it must be treated as more than a newsletter. Leveraging identity, segmentation, and triggered messaging can transform email into a full-funnel revenue driver.”

This gap is not surprising, considering that only 12% publishers can identify from 26% to 50% of their site visitors.

That said, some publishers are working to monetize email newsletters. Ad revenue is the leading goal for 70%. Supporting this idea are 100% of revenue executives, 68% of editorial and 67% of managers. Subscriptions and paid memberships are pursued by 60%. 

“This reflects emails growing role as a direct monetization channel, often powered by high-CPM placements and sponsored content,” the study adds.

Another 62% cite website traffic as a goal, but only 46% of publishers are focusing on “deeper audience loyalty and engagement, despite newsletters being a key touchpoint for habit-building.” And that is the key issue. 

“Newsletters are more than monetization channels, they're relationship engines,” the study concludes. “Publishers should focus on building loyalty through personalized, segmented, high-frequency newsletters that deepen user connection. Stronger engagement today builds higher LTV tomorrow.”

Wunderkind surveyed 50 U.S. and UK-based publishers from July 4-14.