The humble email is proving to be an important marketing tool for news publishers. Figures disclosed by Piano during WAN-IFRA’s recent Asian Media Leaders eSummit showed that emails – whether direct from publisher or containing links shared by others – had a 0.62 percent conversion rate, higher than direct access (0.24 percent), referral by Google e.g. Google Search, Google News (0.16 percent) or Facebook (0.06 percent) methods.
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