In the current economic climate, a great place for Associations to earn some extra revenue is through paid advertising on their eNewsletters and Listservs. The member list of an Association is the prospect list of many vendors. Associations just needs to look at their annual show or print advertisers to know who would want to advertise via email.
Email provides an advertiser with much that they desire.
- There is a low cost of entry. The cost of producing an email ad is typically much less than the cost to produce a print ad.
- There is a short production cycle. Advertisers can be much more nimble because the cut-off date for their ad is much closer to the send date than in print. So, they can use the advertisement to meet short term goals.
- Higher ROI. Email is the place to be for ROI. The DMA has shown that every dollar spent in email earns over $40 in return.
- Better targeting. In print it is too costly to create a customized magazine based on the preferences of the reader, but email makes this a reality. Advertisers can subselect the type of people who should receive their ads. In doing so, they can change the copy of the ads according to who they are communicating with.
- Testing! Again, in print it is usually impossible to do an A/B split on an advertisement in the same magazine. Imagine wanting to determine which ad layout works best or which copy works best. This is easy to accomplish in email, plus email enables you to easily track the results to see which ad performed the best.
- Tracking. Email gives advertisers the ability to instantly judge their ROI based on the number of impressions, click-thrus and conversions.
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