According to Dan Ambrose, leading online advertising expert, and host of our Internet Advertising Basics seminar, the ultimate goal you want to accomplish when selling online advertising is to sell an ad package.
Ambrose suggests that if you are selling an ad unit on your website, you should be packaging that with an identical unit in your email newsletter.
The first reason for this is because including an ad in your email newsletter is more profitable for both you and your advertiser.
“Price the email newsletter 5-10% higher because people have opted in to your email newsletter, and email newsletters themselves get a 5-10% higher click rate than blog advertising,” says Ambrose.
Secondly, advertisers really like email newsletters. Ambrose attributes this to the fact that emails are sent at a specific time and are predictable in terms of when they will see results. “Advertisers love email newsletters because it’s so clear when they work. Even if they don’t have good tracking in their email system, they can see a spike on their website at the exact time the email was sent.”
Suggestions from Ambrose on how increase ad impressions with email advertising:
- Content in the email newsletter can be set up as “teaser” copy and drive traffic back to the website. This is usually accomplished with a hyper-linked headline and incomplete teaser copy.
- Make email newsletters part of your advertising package. Launch email newsletters that advertisers will support. Ambrose recommends focusing on your strongest advertising categories first.
Ambrose advises against letting advertisers “cherrypick” their advertising options.
You might find less saavy advertisers who only want to pay for a spot on your website, and you might find more frugal and experienced advertisers that know email will get them a higher click through rate, and may choose to opt out of the website option.
This is where it’s your job to put together an advertising package that is satisfying to both you and your advertiser. “The audience is high quality in both places, they’re looking for the same type of information,” says Ambrose.
Want to learn more from Dan Ambrose about web advertising?
You can get our 90-minute Internet Advertising Basics seminar delivered to you on CD-ROM, for $197 complete with video presentation, slides in PDF format, and Dan’s two worksheets:
- Advertiser Schedule Flowchart – An easily customized Internet Advertising Sales Proposal Sheet and Hybrid Media Flowchart.
- Content Traffic Revenue Factors – A worksheet that will show you the cumulative effect of improving 5 factors by only 10% each that increases revenue opportunity by 89%.
Or, you can register for Mequoda Pro right now—for $297 a year—and not only have the ability to immediately start watching Dan’s seminar and downloading his worksheets, but you’ll also receive FOURTEEN BONUS 30-90 minute business-building sessions for publishers, editors and online marketers.