Newsletter advertising is a great way to reach an engaged, targeted audience if you’re looking to cut through the noise and get past advertisers. Whether you’re completely new to email advertising or you’ve run a few campaigns outside of our platform, you may have some questions about how Paved works.
That’s why we put together the top 10 things you need to know about running email ads through Paved. Based on some of the most frequent questions we get asked, we put all the answers in one place so you can get back to business and prepare your awesome email campaigns.
1. We Make it Easy to Scale
The biggest reason that advertisers love working with us is that we make it easy to scale your newsletter advertising strategy. Even if you’ve already been successful in finding newsletters to advertise in, you’ll eventually find a point of diminishing returns if you continue to mail to the same lists on repeat.
At Paved, we have our entire marketplace of publishers available at your fingertips so that you can mix it up and find new lists to mail to.
We also personally work to find publishers that are a match for our new advertising partners and send recommendations just for you. Our team is always hard at work on publisher development based on the needs of our advertisers.
2. There is No Cost to You
There is no cost associated with using Paved for our advertisers. Instead, the fees are applied on the publisher side.
The price you see listed in the Paved marketplace is the price you will be invoiced for, and email advertising rates are based on cost per thousand (CPM) subscribers on a given list.
3. We Show Real Metrics
If you’ve been burned by poor campaign performance before, we totally understand that you might be doubting the ROI you can expect from newsletter advertising.
Rest assured, email advertising ROI has the potential to be great, if you work with lists that are upfront about the kind of performance you can expect.
On a publisher’s Paved profile, you’ll find real metrics that will give you confidence in your investment. We pull these metrics right from a publisher’s email service provider (ESP), or their previous campaigns.
4. Performance Isn’t Guaranteed
That said, performance on an email ad send, much like with display ads, is never guaranteed.
We make it easy for you to play around with the potential ROI you can expect from working with a publisher by including an ROI calculator right on their profile. Plus, with our verified metrics, it is rare that a campaign performs much worse than expected.
5. You Can Run Everything Through Our Platform
Keep your inbox clean and all of your important conversations with publishers in one place by running everything through Paved. With our platform, you can reach out to a publisher, chat with them, upload creative, and submit payment all in one place.
Our all-in-one interface is one of the things we consistently hear that advertisers love, since it simplifies the number of things you have to keep track of when coordinating a campaign.
6. Publishers Can Decline to Work With You
Email advertising works best when you run ads with newsletters that have a similar audience to your customer base.
In order to ensure that they are only sending the most relevant content, publishers may decline your ad request if your brand isn’t a great fit for theirs. In this case, you have the opportunity to move on and find another audience that aligns with yours.
7. Most Publishers want HTML for Dedicated Campaigns
When you’re creating campaigns with publishers, most will want full HTML for dedicated campaigns. You’ll simply upload the HTML to the Paved platform, where we will automatically update your links with tracking information so you can track the results of your campaign. Don’t forget to come up with a great subject line as well.
Then, the publisher will just insert that HTML right into their email and send it off to their eagerly awaiting audience. Some publishers include a header that lets readers know that it is a sponsored message, and that they are receiving it because they subscribed to that newsletter.
8. Each Publisher Will Differ Slightly with Sponsored Email Formats
With sponsored email, though, publishers will vary a lot more in what they send to their list on your behalf. Some will include and image, a headline, and some text. Others skip the image but allow more text.
Your best bet will always be to message your publishing partner through Paved to confirm what they are looking for. Then, you can once again upload your creative right to the Paved platform to keep everything streamlined and in one place.
9. Publishers Will Have Their Own Deadlines
Sometimes, a publisher needs creative 24 or 48 hours in advance of mailing an email sponsorship. Do your best to take these deadlines seriously so you don’t miss out on the mailing opportunity you want.
When in doubt, it’s easy to communicate with publishers through Paved, so you can double check when the deadline is for a particular list.
10. The Results You See are in Real-Time
Of course, the main thing you’ll want to see are the results of your campaign. Once you send, we start tracking opens, bounces, and link clicks, and consolidate this information into a dashboard for you.
This is why it’s so important to upload creative through the Paved platform— so you can see all the data you need in one place. You’ll also receive an email with the results of your send.
Streamlined Newsletter Advertising With Paved
Now, you have everything you need to send newsletter advertising through our platform. Have any more questions? You can reach our team anytime by emailing [email protected].
If you’re ready to see how easy email advertising can be, it’s time to sign up for Paved. With our marketplace of publishers, it’s easy to scale your strategy. Plus, you can track results in real-time, and rest assured that your campaigns are effective.