The Benefits of Newsletter Sponsorship

Newsletter sponsorship is an advertising opportunity not all businesses consider, and can come with some unique advantages. This branch of email marketing allows you to get in front of dedicated audiences that trust the source. You can use that trust and brand loyalty to your advantage to grow your own audience.

A prime spot to advertise

So why do users subscribe to newsletters in the first place? The most common reason is that the user doesn’t want to miss anything from the company. Between news updates, sales, or events, a newsletter offers valuable information delivered to an inbox. Users don’t need to dig through the clutter of the internet.

It’s this very idea of avoiding the clutter that makes advertisements in email newsletters so valuable. People get bombarded with ads on many sites that they visit today. It can certainly be cheap and affordable to purchase a small ad spot on a website. That space is unlimited and always available.

But newsletter sponsorship provides premium brand placement that locks in the reader’s attention. This ensures you aren’t competing with a dozen other ads on the same page of content.

Readers have a positive perception of sponsors

As with any sponsorship opportunity, the perception audiences take away from your ad is typically more positive than a traditionally placed advertisement. 

Depending on how highly the reader thinks of the company delivering the newsletter (being subscribed to a newsletter in the first place means they probably like the company), they are likely to see your sponsorship as a sort of endorsement.

Consumers are becoming more aware of these types of B2B relationships thanks to things like social influencers and podcasts. But the effect trusted endorsements have on audiences is still powerful. 

When the reader trusts the source, like New York Times newsletter readers do, they are much more likely to spend time and money invested in what they’re reading in their inbox.

Block the ad blockers

With more than 615 million devices out there using some form of ad blocking software, strategies need to be built around this. While technologies are being applied to detect and work around ad blockers, email sponsorship is a strong way to ensure you’re appearing in front of the audience you pay to reach.

Of course, a popular approach to avoiding being blocked is to create native content pieces to market yourself online. This remains effective, and resonates well with younger audiences, but it does take up either more time or money from a marketing campaign.

If you already have a digital advertising campaign created, including artwork and trackable links, you can simply take that content and adapt it to a newsletter sponsor spot. Sometimes the work might even be as easy as providing your logo to be placed under the newsletter’s logo with a “sponsored by” tag.

Find the right audience

Some organizations offer a variety of newsletter topics to their audience, allowing you additional targeting tools. 

A company with a large, dedicated audience will likely have a few different newsletters to sponsor. This means that the user respects the organization and trusts it as their go-to source for information on a certain topic. They chose that company over another dedicated entirely to that topic.

At The Post and Courier, we are launching a newsletter focused on South Carolina military updates. This Military Digest newsletter opens up new targeted opportunities to reach an audience that craves military news and content. 

The benefits of being a sponsor for content like this are unique to broad appeal newsletters. The open rates will likely be higher percentages than general newsletters since the readers are specifically seeking out that content. This means they will also have higher trust in the content of the email. This makes your brand stand out even more.

How to Promote your Award-Winning Success

Award season in Charleston is upon us and we wanted to help winning businesses highlight their success. The Charleston community nominated and voted for the top businesses in a variety of categories. Now is the time for you to highlight your honors and give your business the extra boost that awards can provide.

Here in Charleston, customers are always on the lookout for Charleston’s Choice honors, as it shows a business is the best of the best. And this goes for all types of awards any business might be recognized for. Let your community know you’ve been recognized through these branding and promotional strategies.

Brag in your email marketing

You’ll want to make sure that you’re bragging about your award everywhere you can. Emails are a great place for that. You can make specialized emails focused on your award. Or simply add in the honors to your existing communications.

If you have a regular newsletter, dedicate a special edition to announcing the honors. Make an event out of it and catch subscribers’ attention by detailing how and why you won.

What makes your customer relations the best in the business? Why is your business the top tourist hotspot? Awards carry prestige by nature. But customers want to know just why you’re the best.

This is also a good place to start incorporating the award logo into your branding. This would be temporary and wouldn’t be applicable in all branding locations, so there’s no need to rework your logo. So find the best way to pair your logo with the award branding and place that naturally in your emails. Have employees update their signatures to include that your business is an award winner.

Show off the award with pride

Take advantage of this time to promote your award in the digital and physical space. SEM campaigns can show web searchers that you are a business worth looking into. And traditional web page ads catch the attention of audiences in your area, if you are employing geomarketing capabilities.

Businesses with a customer-facing storefront will have an easy time showing off their award. On-location signage promotes your success to all potential customers or clients. 

But businesses located within a large office complex in their own suite don’t have the opportunity to flaunt as much. Local billboards are a good substitute and open you up for even greater reach.

If physical ads by the side of the highway aren’t your thing, you should at least be showing off your victory on your website and social media pages. Update your website’s hero image and fancy up your homepage for a few weeks to celebrate. Maybe even run a contest to show you want to celebrate with your customers, not just tell them how great you are.

Other benefits of winning awards

If you haven’t gotten your business entered into awards, consider the added benefits outside of attracting new business. The prestige of being an award-winning organization affects all aspects of business.

Awards can bring growth to your business internally as well. It’s not always about showing off the award to the public. Current staff will be able to take pride in the work they do and the company they belong to. It’s an opportunity for a great boost in company morale. So even just putting up the award logo around the office can have great effects.

The celebration events for the awards themselves can also be a great opportunity for employees of winning businesses. Award parties can be a place to network with other winning businesses and build new business relationships.

Our Charleston’s Choice celebration brings together local businesses and gives them a chance to show the community why they were selected for the top honors. Restaurants and beverage companies can share their award winning creations with attendees.

There is always value in building your face-to-face engagement with your community. Event sponsorships can enable you to directly reach your community and professional peers. It is a great way to build your brand image.

Signs, advertisements and published announcements are the wide-reaching way to show off your accomplishment. But, an event sponsorship gives you a more intimate way to connect with potential customers or partners.

Finally, it should go without saying that a little time to unwind does wonders for everyone.

 

Website Redesign

5 Reasons it’s Time for a Website Redesign

A website is every business’ online front door. It’s the first thing people see when they arrive at your doorstep looking for more information about your products and/or services. Once your site loads, it takes .5 seconds for users to form an opinion about your overall brand. Needless to say, you need to make sure your website is visually pleasing and provides a quality user experience from the get-go.
Continue reading