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Discover how Ezine & Newsletter advertising can be very Profitable. We show how to plan, execute and manage your campaign for maximum return on your advertising dollar. There are two ways to advertise in an Ezine or Newsletter, the first is by placing a classified ad ( usually about 65 characters by 6 lines ) and the second is to have your article published. As with most things, the first is easy but the second way ( getting your article published ) gives the best results. Having said that even with a correctly targeted quality classified ad you can achieve a handsome Profit. Classified Ads.
Most publications are prepared to sell you ad space, usually a classified ad of about 6 lines of 65 characters. Read our Tips on Classified Ads for an Ezine or Newsletter here.
Articles
As an expert in your field, writing an article about the Problems which your Product solves should be relatively easy for you whilst at the same time of great value to readers. Read our Tips on Writing Articles for an Ezine or Newsletter here.
Selecting the Right Ezines and Newsletters.
This step is as critical as writing the ad or article itself. The first consideration is the subject of the publication. If your subject is "Gardening" then don't choose a publication which is primarily aimed at "Motor Racing". Most are attached to a web site, visit that site and take note of the primary subject. If the subject of both the publication and web site matches yours, then it is a prime candidate. Once you have a list of potential ezines, the next step is to find our how much it is going to cost you and work out your potential return. First write down the maximum you are prepared to spend on a single advert before going any further. ( Do this now because it is easy to get sucked in by the numbers and end up spending more than you wished). Find out how much each is going to charge you to run an ad. Always contact the editor and ask them directly for their rates and availability. Prices listed on Web Sites can be out of date. In addition by contacting them personally you will establish that it is still being published ( many aren't ) and it will also open a dialogue between you and the editor. Prices vary wildly and many are over inflated. In some cases you may be able to get a discount from the price quoted. As a rough guide you shouldn't really be paying more than $20 per 1,000 subscribers and often you should be able to get $10 per 1,000 subscribers. ( We recently had one try and charge us over $80 per 1,000 subs, no matter how much we haggled, they wouldn't budge. Needless to say we just walked away. ) Before committing to an advertising slot you should first work out whether this exercise is going to be profitable - i.e.. Your Return On Investment ( ROI ).
Read the guide on Calculating the Potential Return here.
The Click Through Rate has a big effect on whether you make a profit or loss. There are many factors involved, of which some of the most important are, - Quality of your Ad
- How close a match the audience of the ezine is to your Product
- Whether your Ad appears at the Top, Middle or Bottom of the Newsletter
- How often the Ezine is published ( Daily, Weekly or Monthly etc.)
- The Quality of the Newsletter itself.
If this is your first time and the figure above shows a small loss then you may choose to still run the ad, but be clear of the reason for doing so. The only sensible reason for doing so, is so that you can test the Quality of Your Ad, Monitor the Results and then Refine it. You do this to Improve your Click Through Rate for future ads. Once you have the CTR up to around 5% you may find some of the other Ezines on your list now become profitable. Always Monitor Your Results.
As you can see, to be successful with this you need to refine your ad so that you get your Click Through Rate up as high as possible. You can only achieve this by monitoring the visitors coming back from each campaign. When we run an ad, we create a copy of our home page and give it a different filename e.g.. index2.htm. We then place a TrafficFile Gold Tracker on this page with it's own unique Page ID. In the Classified Ad we don't link to our normal home page but instead this copy i.e.. index2.htm. Therefore we know exactly how many visitors are returned from this ezine. Remember although most visitors will arrive within 24 hours of the newsletter being published, some visitors may not come for up to two weeks after ( due to vacations and other absences from the office ). So before calculating your final return, allow at least two weeks to pass from the date the article was published. | 
