DEDICATED EMAIL ADVERTISING (also known as “sponsored email” or “email list rental”) is generally a commercial message promoting a product or service that is sent electronically to a third-party publisher database. The IAB defines Dedicated Email Advertising as, the process of utilizing another organization’s email list resources for the purposes of marketing your own company, service or product.
Advertisers interested in Dedicated Email Advertising are most often trying to accomplish the following:
Reach and acquire new customers or clients
Drive tangible results like direct sales or site signups
Increase intangible results such as exposing non- registered members to marketing language as well as drive interest in a topic for research purposes (this research could be used to improve creative to increase direct, tangible results later)
Build brand awareness, purchase intent and favorability (well executed stand-alone acquisition email campaigns drive a positive brand impact, and also increases purchase intent)
NEWSLETTER SPONSORSHIP ADVERTISING (also known as “Ezine” or “e-newsletter sponsorship”) consists of buying ad space within a publisher’s email newsletter. An email newsletter is a message that is sent out to subscribers typically on a regular interval (daily, weekly, monthly, etc.) and the content of email newsletters varies with each edition. Email newsletters typically focus more on providing information and less on sales promotion, which helps businesses establish themselves as experts in their fields.
Newsletters are ideal from a sponsorship perspective because they contain targeted content to audiences that are highly engaged as evidenced by their number of opt-ins, open rates and click rates. Expectations can be accurately set (for inventory and performance) for advertisers because newsletters typically have consistent open rates, subscriber list volumes and subscriber demographics. Newsletter Sponsorship Advertising is one of the best and most cost-effective mediums to reach your target audience. What better way to introduce your products and offers than reaching subscribers who are actual readers of an online subscription?
DIRECT MAIL ADVERTISING (also known as “postal advertising” or “hard mail”) is most commonly used to describe a type of advertising in which marketers send printed ads, letters, or other solicitations through the postal mail to large groups of consumers at once. Direct mailer advertisers usually use targeted mailing lists based on demographics and geographic location to maximize effectiveness, and in most cases they can make use of bulk mail and other special postage rates to make the process more cost effective.
