Many suppliers use e-newsletter advertisements to better reach target customers, penetrate new markets, connect with hard-to-reach-prospects and launch products. E-newsletters are popular with your customers and prospects – as they look to them as a reliable source of information about products, services and suppliers.

According to the GlobalSpec 2009 Economic Outlook Survey, 56% of engineering, technical, manufacturing and industrial professionals subscribe to three or more e-newsletters, and 46% read e-newsletters either daily or several times a week. In this age, that’s a captive audience.

To be effective, your e-newsletter ad needs to grab the attention of busy readers who look for information of interest. And once you have their attention, you need a compelling offer that will entice readers to click through.

E-newsletter advertisements have four components: headline, copy, links and images. Let’s consider each component individually to learn how to create the most effective ad possible.

1.    Headline
A headline should persuade and excite, not just describe. A headline should focus on benefits, not features. A headline should be specific, not vague or general.

Here are some examples of strong headlines:

  • Acme 3D CAD Easier than Ever (promises to make your job easier)
  • Make Chemical Pumps Last Longer (will help you save money by getting more out of a product)
  • Complimentary LED Mount Sample Kit (grabs attention with offer of free sample)
  • New Container Seal Resists Tampering (new product promises important benefit)
  • Data Acquisition Products on Sale this Month (save money with the urgency of a limited time offer)

2.    Copy
Copy can come in two types: product/application-oriented to generate sales leads for specific products, and education-oriented to promote white papers or technical articles that can help build awareness and position your company as an industry leader.

Follow these tips for both product and educational copy:

  • Be brief and benefit-oriented
  • Focus on why the reader should accept the offer in your ad, such as downloading a product brochure or asking for a price quote
  • Stay away from features and specs; there’s time for that later
  • Write directly to your audience, using words like “you” and “your”
  • Try asking questions that address customer problems: “Concerned about transitioning from 2D to 3D CAD?”

3.    Links
Your ad should contain links that give the reader direction and let them know what they will find on the other side of the link. Here are some examples of links designed to capture leads from qualified prospects:

  • Download the white paper
  • View the product demo
  • Order a sample

These links are more general in nature; they can drive more clicks:

  • Visit our Web site
  • Learn more
  • Compare products

Notice that all of the links are action oriented; they ask the reader to do something.

4.    Images
Choose appropriate images and make sure they are of highest quality and meet the publisher’s specifications for file type and file size. Be sure that the image links to a Web page.

What’s an appropriate image?

  • If your ad is for a product, you want to include a crisp, clear image of the product or a close up of a section of the product
  • For a white paper, you can create an image of the cover to let readers know right away they will be downloading a publication

To learn more about e-newsletter advertising and to view e-newsletters showing ads from suppliers, visit GlobalSpec.

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