Chase Reaches Millennials via Sponsored Content in theSkimm
Take a look at these recent email subject lines from the curated daily newsletter theSkimm:
You probably think this song is about you
- There’s something happening here
- I want you to want me
- Cheers (Skimm’d over a pint of butterbeer)
- Here I go again on my own
Each of those subject lines represents an edition of theSkimm that included advertising from Chase.
If they sound different from the subject lines you’re used to – “Special invitation!” or “Your Wednesday Briefing” – that’s quite on purpose. TechCrunch describes theSkimm as having “irreverent editorial wit.” An article published by the American Marketing Association (AMA) says the newsletter “summarizes the day’s most significant events in a breezy, casual tone” and notes its “distinct style of storytelling [has garnered] a devoted following.”
There’s something happening here: Why Chase chooses theSkimm
That following is exactly what makes theSkimm an attractive promotional vehicle for national brands like Chase, Odwalla, HBO and Buick. How attractive? Consider this:
- Forbes calls theSkimm “Oprah’s Favorite Email Newsletter.”
- AdWeek says theSkimm has seen “major growth, boasting a total audience of 5 million across all its offerings.”
- Celebrity readers like Shonda Rhimes, Sarah Jessica Parker, Lena Dunham and Trevor Noah profess their love for theSkimm via social media:
Happy birthday to @theskimm. One of the best things young people can do to their inbox.
— Trevor Noah (@Trevornoah) July 21, 2016
But really, it isn’t theSkimm’s celebrity or its audience size that makes brands pay attention. The true superstar of theSkimm readership is its high concentration of Millennials, specifically young, professional women. As reported by Bloomberg Businessweek, “Today, theSkimm’s audience may be modest compared with that of BuzzFeed, which attracts more than 200 million visitors a month, but it represents a coveted demographic. Eighty percent of its readers are women, most from 22 to 34.”
As if a professional and female and Millennial audience wasn’t convincing enough for advertisers, theSkimm audience is also eager to consume the newsletter’s content, boasting email open rates from 35% (reported by Bloomberg) to “an enviable 40%” (reported by Forbes). According to MailChimp, more typical email open rates are 17.8% (marketing and advertising) and 22.1% (media and publishing).
I want you to want me: Sponsored content that works
If the Chase email banner pictured above was the only piece of its sponsorship of theSkimm, there really would be no story beyond the financial brand finding a vehicle to target a coveted demographic. But the real story here is about content marketing. Specifically: native advertising. More specifically: native advertising done right.
First, here’s how theSkimm does its part: the sponsored content it brings into the fold keeps with the authentic voice and intent of the newsletter. As Forbes says, although theSkimm has been “monetizing its freebie news briefing with advertising for some time, [the] integration has been slick and keenly targeted.” AMA says theSkimm allows “display native sponsorship from brands it believes are highly relevant to its audience.” And Tech Crunch says theSkimm has “figured out how to monetize in a way they say makes sense to a Go to the full article.