As most industrial marketers know, newsletters are one of the most valuable advertising mediums. As a newsletter advertiser, you benefit from access to a highly engaged audience of decision makers who rely on these publications as a source of valuable news and content.
When establishing a newsletter program as part of your overall marketing mix, you want to ask yourself the following tried-and-true questions:
• WHO am I looking to reach?
• WHAT do I want to communicate to this audience?
• WHERE can I reach them; what publications are they reading?
• WHEN should I schedule my advertisements?
• WHY am I running this campaign; what results do I expect?
Once you’ve built the framework for your campaign, then you need to ask yourself, How do I most effectively deliver my message to my audience?
You should be aware that newsletter advertisements do not perform like traditional forms of display advertising. Engineers and technical professionals look to these newsletters mainly for new, timely and relevant content. And research shows that advertisers who consistently use fresh ad copy see better results. On average, advertisers see a 20 percent decline in performance when reusing advertising content just one time. And this performance decline increases steadily after each reuse.
To make the most of your newsletter investment, submit original content for each ad placement. Even if you are focusing your campaigns around a single or limited number of products, technologies, or offerings, you will see better results with a frequent rotation of new ad copy.
Not sure how to get started? Consider these best practices when creating your next newsletter advertisement:
1. Create a clear, concise and compelling headline. Your subject line is your first
impression. Pull the reader in with your message.
2. Feature an image that complements your ad. A picture needs to work hand-in-hand
with your headline and copy. Our research shows that photos perform better than logos. An image with a white background is optimal.
3. Emphasize the benefits – and not necessarily the features – of your product or offer.
What will the audience gain by engaging with your ad? Think about content that either
shares knowledge (such as datasheets, product specs, design kits, technical documentation, and videos), or shows how your solutions rise above the competition
(shortening design cycles, speeding product to market, or delaying technological
obsolescence, for example).
4. Use links effectively. Depending on the goals of your campaign, direct readers to an action that creates opportunities for further engagement, or to additional content for
building thought leadership and awareness.