Why newsletter sponsorship is the future of targeted advertising

Why newsletter sponsorship is the future of targeted advertising

Ever considered running a sponsorship newsletter? If not, you may be missing out on valuable marketing opportunities.

Although targeted advertising has been around since at least 1995, it has made significant progress in recent years. Through cookies on the web, marketers can access more than just age and geography. They can also see behavioral data such as the products the user has purchased or the websites they have visited.

However, many consumers have expressed their frustration with targeted ads and have taken action to avoid them. According to eMarketer from Insider Intelligence, 1 in 4 consumers used ad blockers in 2021. Likewise, a 2021 report by Security.org It was reported that 41% of adults in the United States use Virtual Private Networks (VPNs) for work and entertainment. With privacy tools gaining in popularity, advertisers are having a hard time reaching their target audience.

This is the place Newsletter sponsorship Enter.

Sponsoring newsletters is the secret of an experienced marketer of messages tailored to a specific audience without violating data privacy or appear as “highly targeted”.

What is newsletter sponsorship?

A sponsorship newsletter is a paid advertisement that is placed inside an email newsletter. Compared to other advertising channels such as websites or social media platforms, these placements tend to reach a more engaged audience while facing a fraction of the competition.

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Why Newsletter Sponsor the Advertising Industry

Newsletter sponsorship is gaining momentum across a range of companies, from small e-commerce companies to multi-billion dollar tech companies. The brands that have adopted this advertising medium are finding it indispensable due to some key trends and advantages.

More than 40 years later and the newsletter is still growing

Email newsletters existed almost as much as email itself. first newsletter, Email and Messaging Systems, 1977 to 2001. Since then, newsletters have continued as a powerful educational and marketing tool.

In the past couple of years, newsletters have seen an increase in their popularity. according to LiveIntent survey from July 2020After the start of the Covid-19 pandemic, 53% of publishers saw an increase in engagement with their email newsletters.

This isn’t just a closing fad – if industry-leading business decisions mean anything, newsletters will likely see continued growth in the future. In late 2020, Insider Inc completed the acquisition of Morning Brew, valuing the newsletter at approximately $75 million. Soon after, in February 2021, The Hustle announced that it had been acquired by marketing and sales platform HubSpot.

The unique advantages of email newsletters, including direct access and personalized messaging, have made it the best choice for marketers.

Customers are getting more serious about privacy

Although many advertising channels enable marketers to run increasingly targeted ads, this technology has come under increasing scrutiny. Consumers and governments alike have aired complaints about targeted advertising. Problems range from concerns about user privacy to negative mental health effects.

Google has already announced plans to phase out third-party cookies, a change that will significantly limit advertisers’ access to data.

Fortunately for marketers, newsletter sponsorship allows advertisers to target audiences without violating privacy guidelines.

On the paved platform, many publishers run newsletters that focus on interests. This makes it easier for advertisers to find files the target audience Using minimal data. For example, if you’re advertising for your kennel business, you don’t have to make a list of everyone who’s recently booked a kennel appointment. Alternatively, you can partner with a dog owner newsletter to gain access to a full list of puppy aficionados.

Of course, the paved market also encourages newsletters to include demographic data, such as age distribution, gender, industry, job title, and median household income. However, this information is less invasive, and many subscribers are willing to share it on their own in exchange for more personalized content.

Since the newsletter sponsorship model does not rely on in-depth tracking data, it is a promising investment in the future of advertising.

Email outperforms other advertising channels in engagement and return on investment

Similar to other types of sponsorship, many advertisers prefer newsletter sponsorship because of their original engagement and eligible audiences.

Email as a marketing platform has consistently outperformed other channels. In fact, research has shown that email marketing is more likely to drive sales than social media marketing. some studies They found an average return of $36 per US dollar spent on email.

How to proceed with our newsletter sponsorship

Sold out on sponsorship newsletter? Get started the easy way Register as an advertiser on Paved. When you create an account, you’ll receive access to an exclusive marketplace, a comprehensive publisher communication tool, and automatic performance tracking on every campaign you run.

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