Email Newsletter Pays for Itself
Untapped Ad Revenue Waiting to Be Claimed
If you aren't sending your readership an email newsletter, you are not only missing out on an opportunity to connect one-to-one with individual readers, you're missing an opportunity for advertising revenues through highly targeted ad space.

Leading publishers are discovering the potential for advertising revenues in their electronic newsletters and magazine summaries. Contrary to popular belief, electronic publications do not reduce revenues from print advertising but open up an additional, complementary avenue for advertisement. In addition, this new ad space offers advertisers some benefits not available in print advertising.

In the digital age, people are increasingly faced with an onslaught of information. More and more, they are looking to content publishers to sort through that clutter of information and send only the items relevant to their particular interests. They still want the content and they're willing to pay for it. But they want the help of publishers in narrowing the content to meet their individual needs.

Publishers can satisfy this customer need and strengthen the relationships they have with their readership by sending personalized, summarized versions of their publications via email. In order to do this, however, publishers need specific information about each individual reader and his or her personal preferences. With the right technology and service provider, this is a snap. Readers gladly offer their personal information in exchange for the personalization you provide that simplifies the process of staying informed. This type of service will benefit your readership, and in return, benefit you by strengthening your customer relationships. But as a publisher, you receive an added benefit. With all of the information necessary for personalization, you get the opportunity to sell highly targeted ad space to your advertisers.

Unlike traditional print advertisement that must remain consistent throughout a publication despite the particular reader, advertisements in an electronic publication can be swapped in and out depending on the particular recipient. Imagine being able to assure a maker of upscale shoes that every person who sees their ad will be a female with an average household income of over $60,000. Think about the ease of selling ad space to a manufacturer of SUVs when you can assure them that all of the viewers of the ad will be over twenty-five, college graduates, and live in cities close to frequented ski resort areas. This is possible with a capable electronic messaging and publishing solution that dynamically populates templates with content and advertisements based on specific demographic information from detailed personal profiles. Advertisers will jump at this highly targeted ad space. And because they will feel more assured of a return on investment, they will also be willing to invest more in the ad space. By personalizing ad space in an electronic mailing you up the value of this electronic property.

As if the deal weren't sweet enough, add to your selling power the fact that you can track click-through rates for the advertisements. Either as an incentive to advertise with you or as an add-on service, you can offer reports that measure the success of the advertisements and often supply specific demographic information about who is responding to which ads. The value added with this type of service is incredible and again is simple to provide with the proper technology provider.
Electronic publications create a whole new breed of ad space. They allow you to offer advertisers far more control over who views their messages. They allow you to deliver proven results through real-time tracking and reporting. They not only open up a new avenue for collecting advertising revenue, they give publishers the grounds to demand more for the increased value of the targeted space.

Copyright 2002 ClickAction