As marketers search for creative ways to reach new leads, newsletter advertising is becoming a staple in the industry. With effective targeting and high engagement rates, this up-and-coming medium is an effective choice for advertisers of all sizes and budgets.
While newsletter advertising has gained popularity among growing startups like AppSumo, it's also a go-to for top brands like Lyft and Warby Parker. However, despite its high performance and adoption by leading marketers, its potential is largely untapped.
Because of the lack of education surrounding newsletter advertising, many marketers neglect email in favor of more mainstream, competitive platforms. However, with the right approach, investing in email advertising can help you reach more qualified audiences and get ahead of competitors.
What is newsletter advertising?
Newsletter advertising is the process of placing sponsored content in email newsletters to get in front of subscribers. Unlike other forms of digital marketing, newsletter ads are delivered straight to their audience's inboxes. Because of this, they'll often reach readers more directly, bypassing any ad blocking measures.
The Paved platform offers two main types of newsletter advertisements: sponsorships and programmatic ads.
Newsletter sponsorships are coordinated via a partnership between the publisher and the advertiser. Because each sponsorship campaign is organized individually, they can be custom designed for the newsletter partner. Some publishers will even help tweak the sponsorship design and copy to fit their publication's style and appeal to readers.
Just like sponsorships, programmatic email ads are placed within the body of newsletters to directly reach engaged audiences. However, they're more similar to social media ads due to their automation, scalability and precise targeting. Whereas sponsorships are coordinated on an individual basis, programmatic ads allow advertisers to run placements across multiple newsletters with a single campaign.
Why newsletter advertising beats other marketing channels
Not only is newsletter advertising a fresh and creative way to reach new audiences, but it also has its share of practical benefits. The advantages of newsletter advertising make it a worthwhile investment for brands in both the short and long-term.
Reach new audiences
The first step in converting new customers is figuring out where to find potential leads. Unfortunately, the rise of VPNs and privacy companies have made it increasingly difficult to connect with audiences online.
According to data by Hootsuite, roughly 42.7% of internet users use an ad blocker. With newsletter advertising, that's not a problem. By delivering your message in the body of a trusted newsletter, you can market to audiences who can't be reached through social media or display ads.
Leverage heightened engagement
One of the most valuable aspects of newsletters is their level of reader engagement. It's not easy to convince someone to give you their email. Therefore, opting in to receive a newsletter is a much stronger signal of interest than liking a page or following an account.
Because newsletter readers are more engaged, email marketing tends to outperform other channels in ROI. Litmus' 2020 State of Email report calculated an average return of $36 for every $1 spent on email marketing.
Access built-in targeting
Email newsletter lists are often inherently targeted due to their niche content. On the Paved platform, many publishers run interest-focused newsletters based on topics like programming or yoga. Incidentally, this creates a neatly packaged audience that advertisers can leverage for their campaigns.
Programmatic ads allow you to target your audiences even more precisely. On the Paved Ad Network, you can define your target audience, budget and frequency cap. From there, you'll be able to automatically display your ad in front of individual readers across several newsletters based on their demographic profile.
Join a marketplace to launch your newsletter advertising strategy
Joining a marketplace is the quickest and easiest way to start advertising in newsletters. Instead of reaching out to publishers individually, you'll be able to request, design and schedule multiple sponsorships in one place.
On the Paved marketplace, you can browse hundreds of newsletters to find the right partner for your brand. Once you've booked a campaign, you can exchange messages, send payment and automatically track results through the platform.
Sign up with Paved for free today to unlock all the tools you need to streamline your newsletter advertising campaigns.