How newsletter advertising works
Newsletter advertising is becoming increasingly influential, mainly due to well-thought-out targeting. However, the potential of this tool has not yet been fully exploited. Many marketers pay little attention to this type of advertising, believing it to be ineffective.
This type of advertising involves distributing sponsored content via email. Unlike other tools, these ads reach consumers directly and are not blocked as spam.
Here, marketing relies on sponsorship between the publisher and the marketer. Every campaign has a specific goal, company, and target group. Some publishers provide the design and text content, while others offer all elements.
Specialists place an ad directly in the body of an email. However, due to the precise marketing and automation, it is more similar to social media advertising.
Advantages of the tool
Advertising through a newsletter is a great way to reach new audiences. It also has several other benefits:
- works to achieve both short-term and long-term goals;
- provides high reach to new consumers;
- allows you to achieve high levels of audience engagement;
- provides access to built-in targeting.
According to Hootsuite, approximately 43% of users use ad blockers. Unlike other types of advertising, email newsletters do not fall under such a service. In this case, ads are delivered within a standard email.
Consumers manage their contact information with strict privacy policies. Consenting to the use of their email address already indicates interest. In this case, the person is willing to learn more about the offer. As a result, email marketing has a high return on investment. Litmus says it generates an average of USD36 for every dollar spent.
In most cases, these promotions have a niche focus. They target different categories of consumers with offers that are relevant to them. This increases the likelihood of attracting a large number of potential customers.
Programmatic advertising allows you to target the right audience. Different services enable you to clearly define the category of users. According to the marketing budget size, you can set the frequency of the ads to be shown to them. Advertisements will then automatically appear in multiple mailings. The profile of the target consumer is considered in the selection of consumers and the letter’s content.
Email advertising campaigns are an excellent tool for achieving marketing objectives. They work effectively for companies from various market niches.