French Morning Media Uses PowerInbox to Add 15% New Revenue with Email Advertising
As the leading online media outlet for French expats and French speakers living in the United States, FrenchMorning.com is a fast-growing source for French news and travel information. In addition to six local editions for U.S. subscribers in New York, Washington, D.C., Miami, Texas, Los Angeles and San Francisco, it also operates local issues for Montreal and London.
Boasting over 500,000 unique visitors a month, its online readership has surged 25% over the last year. Its weekly newsletters reach over 120,000 subscribers, including 32,000 and 45,000 in New York and London respectively who receive a newsletter twice each week.
A New Revenue Opportunity
Looking to add a new source of revenue to its existing on-site banner ads, French Morning began investigating email advertising as a potential new income stream. But, they quickly ran into two technical issues. First, its existing ad server not only couldn’t accommodate email ads but it was also starting to become unreliable in delivering web banners. Second, adding email ads would be a manual and laborious process that the small staff of 10 simply didn’t have the resources to do.
To solve the problem, French Morning’s founder Emmanuel Saint-Martin began looking for other options. First, he switched the site’s web banners to Double-Click for Publishers (DF), now known as Google Ad Manager (GAM), which offered reliable, stable delivery of French Morning’s direct-sold inventory.
PowerInbox Delivers Simplicity, Convenience with GAM Integration
Next, an online search turned up PowerInbox’s email newsletter advertising solution—a way to deliver those online banners into the weekly newsletter sends. Thanks to PowerInbox’s direct integration with GAM—the only email ad server in the industry that offers this capability—the French Morning team could actually make email advertising work. With just a single line of code embedded into the email template, PowerInbox pulls creative directly from GAM into the newsletter automatically.
“PowerInbox offered a seamless GAM connection and it’s completely hands off,” Emmanuel said. “We set it up once and it now takes care of itself. Without it, there’s no way we’d have the time to add these banners into our newsletters manually.”
Email Advertising: A Valuable Commodity
With the help of PowerInbox, the email banner ads have become the most coveted engagement opportunities for French Morning’s advertisers and now generate about 15% of it’s total revenue.
“We also sell dedicated sponsored content, but the email banners have become the most prized relationship for our advertisers,” Emmanuel said. “We have a very high open rate, up to 35%, and a very highly engaged audience. Our advertisers are really looking for this niche audience of French expats, and our audience is looking for these niche products designed just for them. It’s a perfect match.”
Perhaps just as important, the reliability and performance of the PowerInbox solution has been outstanding. The French Morning team hasn’t experienced any technical issues at all, and when there have been questions, Emmanuel says the PowerInbox response has been extremely prompt.
“Working with the PowerInbox team is great. We really don’t have much contact with them because the system just works really well,” he said. “When I do have to email to ask about something, they’re always very, very quick to answer.”
PowerInbox Saves Time, Delivers Results
Thanks to the simple set-up and hands-off automated convenience, the PowerInbox platform saves French Morning’s small staff a tremendous amount of time.
“It easily saves us several hours a week that we’d be spending to insert these ads manually,” Emmanuel says. “And, the fact that the performance statistics are all in one place, in GAM, makes it easy to track ad performance. Plus, GAM is basically the standard for advertisers, so they trust that. “
“Overall, PowerInbox has been a great experience for us, and I definitely recommend it. It’s a very good solution and offers great value,” he continued. “Considering that our small staff doesn’t have a lot of in-house technical ability, PowerInbox makes our life so much easier.”