• Marketing Sherpa, Tuesday, March 7, 2006 12 PM

Despite low ROI on third-party e-mail newsletter advertising, 42 percent of marketers with more than five years of e-mail experience plan to increase their newsletter ad media spend this year, according to Marketing Sherpa. In a lengthy "how-to" article, the Web site contends that e-mail ads are difficult because most marketers make mistakes with the creative and don't understand how media buying applies to newsletters. The article offers five helpful tips on how to improve the message and the media buy for e-mail newsletter advertising. Bottom line: determine true reader engagement. "Unlike most media buys, newsletter advertisers don't get any guaranteed impressions--even half-hearted ones--from the total list. So abandon your CPM thinking and don't assume big lists generate more impressions than small ones. The only eyeballs you're buying access to are the ones that bother to open the newsletter."

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