Email is consistently ranked as one of the most effective channels for marketers but in many ways it underperforms when it comes to monetization - at least for those not directly selling a physical product or promoting their services.
That could change however with the introduction of a new program from email monetization solution PowerInbox.
The company's new InboxChoice program is being positioned as a "premium" advertising network that can route approved native and display ads to opened emails from qualifying publishers in real-time. The solution uses the company's RevenueStripe technology, already in use by publishers including CNN, Tribune and Wiley, inserting targeted, "live-on-the-open" (dynamic) ad content into each email.
"Our top publishers and advertisers recognize the importance of maintaining quality and sophistication across content and advertising," said Jeff Kupietzky, CEO of PowerInbox.
"Publishers that have worked hard to earn their readers' trust need to know ad placements will reflect well on their own brand. Similarly, advertisers have shown us they are willing to pay a premium to reach those readers alongside content from these publishers. By narrowing the pool of participants on both sides and maintaining consistent standards for each, we can remove risk of unwanted associations from real time ad selection for premium brands."
The new program will launch with publishers including ABC, Hearst, The Enthusiast Network, and Bonnier, as well as ads from brands Dermstore, Casper, HomeAdvisor, PCH, ForRent.com and eBay.