Want to give your brand or product an immediate boost in visibility while gathering quality email addresses and prospects for future promotions?
As Karen Bannan reports in the Nov. 12, 2007 Issue of BtoB Online advertising in other companies’ e-newsletters can be the lead generation tool you need to break through to new frontiers of e-marketing success.
Two chief benefits:
1) It exposes you to audiences who are similar to your own but may not already be customers or prospects.
2) It also helps increase subscriptions to your own newsletter if you are collecting email addresses.
Getting the Most Out Of Your E-Newsletter Buy
By following best practices suggested by industry experts, you can tailor your e-newsletter buy to deliver maximum response rates from each placement. Among the key issues:
Make sure you’re hitting the right audience. Ask what the demographics are so you know if a newsletter is appropriate.
Consider a package deal. The more places a prospect can see your ad, the better. Explore access to additional placement channels.
Weigh sponsorships against in-newsletter ads. Do you want your name linked to the entire content of a newsletter you didn’t create or do you want to place an ad?
Think outside the banner. Get additional value out of a placement by asking to write a column or story or by sponsoring a section.
Be consistent. A recurring buy is the best way to get people to see and recognize your ads over time.
Don’t forget the mobile audience. Make sure your e-newsletter buys are viewable on mobile devices such as BlackBerry or Treo.
Remember, creative matters. Use a strong call to action and keep copy brief and compelling.
Ask for metrics. Publishers track how many people are opening and reading their e-newsletters. Ask for a breakdown so you know just what you’re paying for.
For more ideas to drive sales go to blog.ambitmarketing.com or visit Ambit Advertising and Public Relations.
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