A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Email Newsletter Sponsorships

An email newsletter sponsorship is an ad-pricing model whereby the advertiser is charged a flat-rate fee based on the number of email newsletters distributed during a single issue of a newsletter. Depending on the format of the email newsletter, plain text or HTML, an email newsletter ad can take a number of different forms. Plain text email newsletters allow for text-based ads only. HTML email newsletters typically allow for banner ads or a combination of both text and graphical ads. Targeted email newsletter ads are powerful marketing tools that allow an advertiser to target reach and frequency objectives in a short period of time with tremendous accuracy. Because it’s standard practice for newsletter recipients to actively elect to receive newsletters, email newsletter sponsorships have the advantage over direct email solicitations that they don’t have the potential to be construed as spam.

When researching an email newsletter sponsorship, be sure to inquire about the open-rate (what percentage of emails sent are typically opened) so you can accurately calculate your reach.

As Internet usage matures, many web publishing businesses are finding that users prefer to receive content (via email, then linking thru to the website for more details on topics of interest) rather than retrieve content (via directly surfing websites). What was once largely considered a website-centric content model is now becoming more and more email-centric. Advertisers should consider both onsite advertising and newsletter advertising.

>> Email Lists - Opt-in, Double Opt-in and Opt-out

Authored in 2001 by Stephan Aarstol
while Director of Business Development
at AuntMinnie.com