Email Newsletter Real Estate

Ever have that near perfect newsletter created and ready to send, but there is a funny deadspace that just can’t seem to be filled?  Ever wanted a link or banner to be placed on one of your partner’s site, but don’t have the money to pay for it?

If you have a targeted list of opt-in email addresses, it may be worth more than what you might pay for an ad on their site.  I’m not saying rent your list or purchase a list.  This is bad practice, will likely anger your customers and garner poor results in the future.

Rather, run an ad for a complimentary service in your newsletter.  No need to make it obtrusive – keep it simple just a logo, 15 word description and a link.  So if your not swapping for placement with your advertiser how might you price your precious real estate?

CPM – Cost Per 1,000 Impressions:  For each one thousand views you are able to provide for the ad, you charge a certain amount.  For example, if you have 20,000 names in your distribution list and charge a $25 CPM, you will happily collect $500 for an ad to ride along in your newsletter.  Charge more for a more focused topic segmented contact list and charge less for general content.

CPC – Cost Per Click:  Let the ad run in your newsletter for free, but set a bounty for each time the ad or link is clicked.  For example a $5 CPC with 100 clicks will earn you $500.  This is more attractive to the advertiser as they are only paying for an actual visitor, rather than on a CPM, where potentially no one could click on their ad, yet they still pay for the placement.

CPA –  Cost Per Action:  Every marketer’s dream.  Pay only when a specified action occurs.  This could be a physical transaction (pay a certain percentage of the final sale) or this could be a free trial (pay a bounty for every free trial that occurs through that link.  Advertisers are much more willing to let go of margins if there is no additional up front cost.

Think about a hybrid as well – Charge a CPC but collect a percentage of every sale as well.  With the right audience and the right terms, this may be prove effective for advertisers.

About Dan Ogdon

Dan has been with Swiftpage since 2006 and has a passion for delivering solutions to companies that increase the value of their product offerings. Dan is an avid fly fisherman and spends any time he can with his growing family.

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