Are You Getting the Most from Your E-Newsletters?
E-mail newsletters continue to be a large part of publishers’ e-media revenue - or at least they should be - as long as publishers can prove to advertisers that subscribers requested to receive them, then open and read them regularly.
When you consider that a marketer can have his message in front of prospects when they are reading a magazine, receiving an e-newsletter, surfing your Web site and, yes, searching GYM (Google, Yahoo and Microsoft), the value of consistently being in front of an audience is undeniable.
Despite some potential road blocks like spam blockers or RSS, e-mail remains a very valuable delivery method for both publishers and advertisers. To take full advantage, we must constantly evaluate how, what and when e-newsletters are being delivered.
We are revamping our e-newsletters at NAPCO later this year and into 2008 to include a slew of new design, content and advertising elements that must be made in order to adjust to new limitations in AOL, Outlook and other e-mail clients/programs, for instance default image blocking and not displaying animated GIFs.
For instance, text will be tested as the primary advertising creative as we continue to see more and more advertisers and agencies using this creative option instead of GIFs and JPGS.
I’m amazed at the number of e-mail newsletters that still are crammed with images at the top, including headers, leaderboard ads and other unnecessary stuff that distracts the reader (take a look at the one from adotas that I’ve included below). Like anything else, e-newsletters are read because of good content, not because a publisher gets an artist to create a cool logo or header that takes over a large portion of the valuable “above-the-fold” real estate.
Being able to test these and other changes is critical, as is being able to quickly adjust to things that may not go as planned.