Newsletter Marketing

Written by Jeremy Horelick
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As banner and pop-up campaigns have gone bust across the Internet landscape, they've been largely replaced by newsletter marketing. This underrated vehicle is more effective at reaching end users by weaving its commercial messages into the content, often in a completely seamless fashion. Oftentimes, one doesn't even realize that he or she is seeing an ad until it's too late. This is partly a product of sponsored links and other targeted ads.

Sponsorship is a proven winner in the online marketplace. Rather than create new campaigns from scratch and devise clever ways to work them into related content, it's often easier for a company to market itself by "branding" extant content, especially on a major portal such as Yahoo!, ESPN, MSN, or other space leaders. Targeted ads, meanwhile, use customer tastes and preferences to ensure that the ads being seen are germane to those who see them.

How Newsletter Marketing Is Structured

Different webmasters have varying styles when it comes to newsletter marketing, but a template is beginning to take hold. Typically, a company leads with its strongest content in order to "hook" the reader or viewer. Once he or she is in, the newsletter's originator includes ads at various breaks in the content. Naturally, this helps retain an audience that might otherwise skip around the ads.

To a large extent, audiences do continue to scan over ads, which they are better able to spot with a bit of practice. Truly ingenious newsletter marketing campaigns, however, fool the reader by composing ads that look and feel like the content they've been reading. Far from deceptive or duplicitous, this tack is a smart one that's proven to rake in revenues where others fail.


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