Idea: sponsor an email newsletter
Newsletter audiences are often highly engaged and trust recommendations from the author. Find a newsletter read by your buyer, and pay to sponsor it.
Example
How-to: a step-by-step guide: 3 parts
Find newsletter
- Identify newsletters read by your potential buyer
- How? Either ask them, or Google “newsletters for X”
- Or search one of the marketplaces listed below
- Reach out to the author and ask for their sponsorship options
- Book your upcoming slot
- Slots are as cheap as £15
When deciding which mailer to sponsor compare:
- Cost
- List size
- Average open rate
- Average click-through-rate
- Any testimonials / previous sponsors
- Ad type (image, text, or both. Size, number of words)
- Ad placement (where it appears)
Create ad
- Supply your advert assets [elements], which likely includes
- An image
- Your headline
- Your key marketing message
- Your call-to-action aka a button or link that directs readers to your website
- You should use a tracked link so you can see how it performs
- You can use Canva to create the image
- You can use bit.ly to track link clicks
Report on performance
Report. Review the mailer performance with analytics, as follows
Review your analytics | Ask newsletter author |
Visits from link | Open rate |
Sign ups | Click through rate |
Activations | Your ad performance vs benchmarks |
CPA (cost per acquisition - cost of ad divided by your number of activated users) | View mailer (newsletter author should send ‘view online’ link or forward) |
Expert level (try these!)
- Place lots of budget ads in small lists to test different messages
- Re-write the copy for every mailer
- Try seasonal messages
- Don’t just promote your landing page - try blog posts, social posts and lead magnets
- Include an exclusive discount or offer
- Contrast image colours with newsletter colours so it stands out
- Try different placements, and different ad images
- Constantly review and refine
Places where you can find newsletters to sponsor
These are marketplaces that allow you to discover newsletters by topic, audience type, cost, audience size, and open and click rates.
