There’s a reason why brands spend north of $20M sponsoring newsletters like Morning Brew.
Newsletters give you guaranteed reach to hyper-engaged readers.
When someone subscribes to a newsletter, it’s a signal that shouts “I’m interested in this topic!” That kind of self-selection means you can find the perfect audience for your product.
And a great audience means tons of high-quality clicks and lower costs per sign-up!
To find newsletters to advertise in, you can either use Google to search directly or use a free curated marketplace like Paved. Finding the right newsletters is a headache and it’s hard to know the good from the bad. When choosing a newsletter, be consider their stats and audience carefully before jumping in.
Here’s a list of the best newsletter formats you can choose from.
1. Native Email Ads
These are the most popular type of email sponsorship. They can also be referred to as “native ads” or “native sponsorships” or just as “email sponsorship”. Native ads appear alongside regular content and look like part of the newsletter. They are the most organic or natural type of newsletter advertising.
Cases in which you should choose a native email ad:
- Your content doesn’t need a long explanation
- Your sales cycle is relatively short
- You have good brand awareness
- Your product or offer is easy to understand
- You want to test an audience’s responsiveness
- You want to rely on the newsletter’s voice and authority
2. Dedicated Send
Dedicated emails are excellent for brands that want to communicate a complicated message. Also called an “E-Blast” or an “inbox takeover”, the publisher sends an entire email dedicated to a single advertiser. This can provide excellent click-through rates when your messaging appeals to the majority of subscribers.
Cases in which you should choose a dedicated send:
- You need lots of text to describe a complex concept
- You have the perfect audience-product match
- You want to include more than one image
- You’re offering a special download, product or discount
3. Targeted Email Ads
These are much newer than the other two ad types and are akin to social media advertising. You choose a target audience, upload your ad, and set a budget per click or impression. The ad is then shown to subscribers from multiple newsletters when they match your targeting requirements.
There are a range of different types of targeted ads, but if comparing options, it’s better to choose ads that look more ‘native’ to the newsletter (they match the current formatting). This way, you’ll get a higher click-through rate and avoid spam clicks.
Cases in which you should choose a targeted ad:
- You’re very sensitive to the CPC or CPL of your campaign
- You want to control your costs exactly
- You’re looking for a larger overall reach
- You want to reach a very specific audience (like SaaS CEOs)
Is newsletter advertising an effective tool for marketers?
Newsletters creators are the new thought influencers of the world. If you want to reach professionals and businesses – there is no other place that is as effective as newsletters.
If you want to learn how to find high-quality newsletters that will help you achieve your advertising goals, Paved has prepared a free step-by-step guide that teaches you how to boost your ROI by advertising in the right newsletters.
“Paved is a great fit for our target customer. They have many publishers that focus on topics that appeal to our audience. We also run banner campaigns and social ads, but with Paved we get the best results.” – ClickUp
