One e-mail marketing method that promises to solve this problem and gain advertisers entry into the inner circle, is the sponsored e-mail alert.
A good example of a sponsored e-mail alert is CMP Media’s Business Technology Alert (BTA), delivered weekly to IT executives who subscribe to InformationWeek, Network magazine and other CMP trade publications. (In the interest of full disclosure, you should know that my firm manages this e-mail product.)
CMP has been publishing technology business magazines for more than 30 years and is well-respected by subscribers. Therefore, these busy readers include BTA, which they see as a value-added service, in the inner circle of online publications they read.
The advertising cost is priced similarly to space advertising. Its rate card offers an initial test of 50,000 names for $200 per thousand, with savings offered for greater frequency and quantity. For this fee, an advertiser can write customized content featuring its products and services for the week it sponsors BTA.
This new product is much different than what was previously offered by publishers. Sponsorship used to mean getting a few words of your copy at the top of a newsletter that was crammed full of other content and often, other advertiser’s messages. In this new product, you have the exclusive right to use the entire e-mail alert for your message only.
The benefit: No other content competes for the reader’s attention. And since you can use active Web links in your HTML, you can choreograph the exact sequence of words that will compel the recipient to read and respond by going to your Web site to fill out a response form, download a trial or contact a sales rep.
The sponsored e-mail alert offers a number of other advantages:
• Your message is perceived as useful information rather than marketing, because it is delivered in an e-mail alert format. Readers have all taken an affirmative action to opt in to it, so the potential for spam is eliminated.