Black Belt Web Marketing.pdf - Costa del Sol

Exercise 10-8 – Sponsoring Newsletters and Mailing Lists
Generally, discussions of online advertising center around banner ads because they are the
most prevalent form. This is what most Net users think of when they think of online
advertising. A new form of online advertising is rapidly becoming popular – sponsoring
contents such as mailing lists and newsletters.
Compared to banner ads, sponsoring newsletters, mailing lists, and other forms of
information distribution is still pretty new. Some advertisers report excellent results and so
the word is rapidly spreading.
Why Sponsored Content Is Effective
The advantage of sponsoring content over banner ads is that your text promotional message
has an e-mail quality to it that makes it more likely to get noticed than most banner ads.
Consider:
Promotional messages look nearly the same as the contents being sponsored. Some
newsletter publishers and mailing list owners have even taken to inserting the
sponsor’s message more than once, often somewhere in the middle, not necessarily at
the beginning or end.
Mailing lists and newsletters are proactive. They reach out and grab attention, not like
a banner ad which sits passively waiting for someone to visit a site and notice it, and
hopefully act.
Sponsored contented comes as close as you can get to guaranteed multiple exposure
unlike banner ads which require multiple visits to a site(s) for the benefit of multiple
exposure to occur.
People who go to the trouble of reading a discussion list or newsletter are generally
very interested in the subject.
With the rapid advancement of "push" technology where net users can direct exactly what
kind of information they want delivered to their e-mail address, you will see sponsored
content really take off in the next few years.
How Much Does It Cost?
The more targeted a list, the more desirable it is for you even though you will probably be
paying more than for a less targeted or un-targeted list. Average cost for sponsorship of a
targeted mailing can range from $10 for 10000 subscribers. It varies widely depending on
the list. Some targeted lists fall in the 25-65 cents per subscriber range.
Lesson 10 Pg. 32