Business-to-Business Advertising in the Current Environment, e-newsletters
Enter the e-newsletters done by business-to-business publications. They already have the content and, in most cases, they already have the contact information for their readers that includes e-mail addresses. Add to that the practice of opt-in clearance, and you have the e-newsletter.
This is a convenient form of advertising because it places the advertisers’ information in an environment of useful information and is sent to prospective customers without the responsibility of clearance and the protection of privacy falling on the advertiser. Instead, the publication accepts the liability of sending the information to opt-in recipients and making sure that the list is current.
The open rate is not great on these e-newsletters but to most advertisers, a rate of 20% or so is acceptable. This is a hit or miss proposition because the reader will generally open and review and then the content is only on their computer and not on their desk or table. They may or may not go back to the content after the first review and they may not archive the content at all.
Even still, many advertisers like e-newsletters because they are inexpensive, direct, and likely to generate traffic to their website. The same types of banners and buttons that are found on websites are usually available on e-newsletters.
There are some simple rules of thumb that should be used by advertisers when selecting the proper e-newsletters for their advertising message. One, select the very best content that is pertinent and relevant to your customers and prospects and their needs.
Two, make sure that the content of the e-newsletter and your ads link back to your website. This is how you will drive traffic to your site and be able to sell to new customers. Three, if you feel that the newsletter has the right audience for your sales message, make sure that your sales pitch is targeted to that audience. Don’t hesitate to send a very targeted message to a small fragment of an audience. Match the message to the audience.
Four, don’t overdo it. Too many messages sent to the same audience will cause fatigue and your message will lose its strength. Keep your expectations realistic and remember the open rate.