Email marketing is always looking for conversion. We do that by designing a captivating email with a rock-solid call to action. But now we see a new trend pop up!
Email marketers are playing it safe. If one call to action isn’t working, we have to put a Plan B in place. Publishers are doing it for decades, but now we are starting to see them pop up in email messages like mushrooms: ads in email messages.
This ad can be used in many different ways. You can place a banner in your email, just like you would do on your website. And the content of that banner can be different from the content of your newsletter. We are talking about a Plan B here.
You could also place your own ad in your newsletter which looks like an ad from Google. The format, title and a short sentence are important. Your readers are used to clicking on these type of ads. But this time not Google is taking advantage, but you are! Because they are redirected to your landing page.
You can experiment yourself with new formats, but you always have to make sure that you ‘ad’ is engaging. The example below is a mix of the Google ads and the idea that content should seduce your reader. The best of two worlds!
Are you already placing ads in your newsletter to your own website? Let us know in the comments!