Should You Sell Ad Space In Your E-Newsletter?
According to a recent Marketing Sherpa article, selling ad space in your e-zine might not be a bad idea. Many e-publishers are making it work. They’re selling ad space to relevant and complimentary products and services without having a negative impact on their brand image, customer perception, or conversion rate.
So how do you make it work?
The key to incorporating ad sales into your e-newsletter effectively is to:
* Separate the ad space from the content with a graphic element like a sidebar or a horizontal line. Make sure your reader’s eyes know that the ad space is a separate segment in your newsletter.
* Call it what it is. Give the advertising area a title like “Ads from our sponsors,” “Sponsor Links,” or simply “Advertisements.”
* Make sure you sell ad space to products and services that are relevant to your product or service.
* Make sure that your readers will benefit from the products or services.
* Don’t go overboard. While selling ad space may be completely acceptable to your readers and a great way to earn a small profit, don’t go overboard. Limit your ad space to 3-5 ads.
* Don’t let the advertisements overshadow your own company promotions.
* Don’t forget the 80/20 rule. 80% helpful and relevant content, 20% promotional material.
While selling ad space, and even promoting a few affiliates, in your newsletter is becoming more acceptable for the reputable on-line marketer, quality content is still your strongest marketing tool. Your customers are looking for, and expect, quality content. Show them a benefit and they’ll be customers for life.
Annette Elton is a professional copy writer specializing in creating powerful internet and email marketing copy. She is also the author of Profit Building E-Zines, a book that answers more than 101 FAQs about how to create a profitable marketing e-zine. Visit her website at http://www.profitbuildingezines.com or http://www.amb-creative.com for more information.
