{"id":115850,"date":"2025-07-02T07:08:53","date_gmt":"2025-07-02T14:08:53","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=115850"},"modified":"2025-07-08T13:23:26","modified_gmt":"2025-07-08T20:23:26","slug":"dotdash-meredith-scales-native-email-revenue-with-zetas-native-ad-blueprints","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/dotdash-meredith-scales-native-email-revenue-with-zetas-native-ad-blueprints\/","title":{"rendered":"Dotdash Meredith Scales Native Email Revenue with Zeta\u2019s Native Ad Blueprints"},"content":{"rendered":"\t\t
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\"DotDash<\/p>

Case Study<\/span><\/p>

Dotdash Meredith Scales Native Email Revenue with Zeta's Native Ad Blueprints\u00a0<\/span><\/h1><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Dotdash<\/span> Meredith is the leading magazine publisher in the United States, engaging millions of readers through household-name brands like <\/span><\/span>People<\/span><\/span>, <\/span><\/span>Better Homes & Gardens<\/span><\/span>, <\/span><\/span>InStyle<\/span><\/span>, <\/span><\/span>Allrecipes<\/span><\/span>, <\/span><\/span>Real Simple<\/span><\/span>, and <\/span><\/span>Southern Livin<\/span><\/span>g<\/span><\/span><\/em>.<\/em> With a 119-year legacy of trusted editorial, <\/span>Dotdash<\/span> Meredith leverages its robust email newsletter program to deliver highly personalized, category-specific content across entertainment, lifestyle, food, home, and parenting. These newsletters serve as a vital connection point for audience engagement and revenue generation.<\/span><\/span>\u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe Results\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t15%<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\tincrease in newsletter revenue within 60 days\u00a0\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\thigher CPMs compared to traditional display ads\u00a0\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\thigher click-through rate than display ad units\u00a0\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Challenge<\/b>\u00a0<\/span>\u00a0<\/span><\/h2>\n

To support continued growth and diversify its ad sales revenue, Dotdash Meredith sought to expand its email newsletter inventory by adding native advertising formats. While native ads are known for delivering higher engagement, the traditional process of manually coding these units into emails wasn\u2019t scalable across the company\u2019s extensive brand portfolio. Each publication had unique design standards, requiring a solution that could seamlessly integrate native units while preserving the user experience. At the same time, Dotdash Meredith needed to validate that native ads would not negatively impact content engagement or click behavior.\u00a0<\/p>\n

The Solution<\/b>\u00a0<\/span><\/h2>\n

Zeta partnered with Dotdash Meredith to implement Native Ad Blueprints, a flexible, turnkey solution designed to streamline native ad delivery across email newsletters. These customizable templates allowed each brand to maintain its own look and feel, ensuring native ads matched each newsletter\u2019s styling, fonts, and color palette. The new inventory was monetized using both direct deals and Zeta\u2019s Native Curated Packages, which provided immediate access to premium advertiser demand.\u00a0<\/p>\n

To ensure performance and maintain reader engagement, A\/B tests were launched for Allrecipes<\/i> and Food & Wine<\/i> audiences. Segmented testing confirmed that the native units had no negative impact on content interaction, validating the format\u2019s value from both a revenue and engagement standpoint.\u00a0<\/p>\n

Following this success, Dotdash Meredith expanded the use of Native Ad Blueprints across additional newsletters, unlocking new revenue streams with minimal lift and maintaining a premium user experience across all properties.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\tSwipe, Tap, Click: How Mobile Supercharges Your Cross-Channel Strategy\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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With a 119-year legacy, Dotdash Meredith leverages its robust email newsletter program to deliver highly personalized, category-specific content.<\/p>\n","protected":false},"author":122,"featured_media":115855,"menu_order":0,"template":"","tags":[],"insight-category":[2],"class_list":["post-115850","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight-category-case-studies","industry-media-and-entertainment","industry-advertising","topic-email-marketing-esp"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"2","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"\nDotdash Meredith Scales Native Email Revenue with Zeta\u2019s Native Ad Blueprints<\/title>\n<meta name=\"description\" content=\"Learn how Dotdash\u202fMeredith scaled native email revenue with Zeta\u2019s Native\u202fAd\u202fBlueprints to increase engagement and revenue.\" 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