Your Holiday Guide to e-Newsletter Advertising

Contributed by Jonathan Pinkerton, Media Product Manager at Goodway Group e-newsletter_blog_201611 From Apple Watches to peppermint mochas to cozy sweaters on sale for $19.99, my in-box has reminded me that it’s time to break out the balsam fir candle and start planning for the holidays. This time of year, especially, I receive dozens of emails every day from companies promoting their newest product or suggesting how I can be the best gift-giver this December. But I also receive coveted emails with the latest news headlines, old photos from my father that make great #throwbackthursday tweets, and exciting travel deals. My in-box is uniquely Jonathan Pinkerton and your inbox is uniquely you. No two email in-boxes are the same, as they are incredibly personal to the user. Yet despite advances in technology over the past decade, the user experience has pretty much stayed the same across the board. You click, open, read, take a sip from your eggnog latte, file, and move on to the next message. Whether you’re reading on your smartphone while waiting to check out at the store or sitting at your computer taking a quick break from writing your next blog post, email is something people engage with almost daily. That’s why e-newsletters offer such an effective advertising platform to engage with userswe know they have to open the message to get what they are looking for, and, once they do, your ad can grab their attention and their focus. As a marketer, getting in front of a captive audience is half the battle, and e-newsletter ads actually make achieving a high conversion rate easier due to the high level of user focus involved. One in four users who see an ad in an email takes an action, making it one of the highest converting methods of delivery according to eMarketer. Email also has a 122% return on investment, more than four times the ROI for social media, direct mail, search, and display, also according to eMarketer: e-newsletters_blog_chart_1_201611 Not only do e-newsletters offer huge audience potential today, their audience continues to grow each year. In the United States, there are more than 240 million users who have an active email address, and that number is expected to grow nearly 3 percent next year to 247 million: e-newsletters_blog_chart_2_201611 It’s one thing to have the audience’s attention, but you wouldn’t advertise diapers with cute snowflakes to someone reading an e-newsletter from a jewelry store who is contemplating a surprise engagement over the holidays. Honing your message and targeting it to the right readers are equally important. Luckily, we can programmatically buy ads in more than 2,500 newsletter subscriptions broken down into more than 20 different categories to find your ideal customer. So if you’re looking to promote your warm beachfront property hotel in Orbitz’s or Priceline’s deal-saver emails or push your must-have electronic toy in CNET’s weekly-reader blast, we can do just that. For those worried about wasting dollars on emails that go to spam boxes or through cleaning services like Unroll.Me, your ads are only served once the email is opened, making e-newsletter advertising a highly viewable tactic. As you plan out your holiday programmatic spend, e-newsletter advertising is a great way to ensure your campaign doesn’t get Grinched. Contact us to learn more about how you can get started today. From as far back as he can remember, Jonathan has been fascinated by all things technology. After more than five years in corporate communication roles for The Walt Disney Company, he united his passion for technology with his professional aspirations at Goodway Group. Today as Media Product Manager for Goodway, Jonathan leads the charge to activate new solutions to address the evolving challenges in programmatic media. Backed with an unmatched level of technical knowledge about the mechanics and platforms for digital marketing, he translates emerging technology know-how into easy-to-understand resources to keep our team and our partners on the cutting edge of the ever-changing programmatic landscape.