How to Send Out Mass Emails to Potential Advertisers
Print and online publications depend on advertising revenue for financial support. Build relationships with potential advertisers by sending mass emails that list key advertising benefits. Keep the bulk email messages short and include detailed information for advertisers on your website. Send repeat mailings to potential advertisers on a monthly basis and before key advertising deadlines. Change the content of the email slightly for each mailing to reflect current editorial content and newest publication statistics.
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Instructions
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Make first-time contacts by contacting potential advertisers personally. You will receive higher response rates if you have the name and job title of a key advertising contact instead of just sending an email to the general company email address. Call companies and ask to speak to their advertising department. Once you make contact with an advertising manager, ask the contact for his email address so that you can send further information and add him to your mailing list.
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Create a mailing list consisting of advertising contacts who have granted permission to add their names to your list. Upload the list into a mass emailing program.
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Create a high-quality HTML email that matches the look of your publication or website. Spend money on a professional layout as this will act as the first impression to your potential advertisers.
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Personalize the email by addressing the email to the advertising representative. For example, start the email message with "Dear John Smith." Include the company name in the beginning of the email body. Write, for example, "As marketing manager for XYZ Company, you must be looking for quality places to advertise."
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Write a brief introduction about your publication or website, even if you have already introduced yourself previously. Include the name of your publication, publication category, target audience, location and circulation. For example, "ABC Water News is the leading water pollution magazine sent monthly to more than 40,000 marine water researchers worldwide." For web publications, include the number of monthly visitors instead of number of copies distributed.
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Write a few statistical details that will help convince potential advertisers to check out your publication. For example, "ABC Water News reaches 85% of European water testing laboratories." For website publications, include statistics regarding visitors such as "Ninety percent of our viewers visit our website at least once a week."
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Give a specific call-to-action to convince the potential advertiser to act further. For example, "Advertising deadline for our summer edition is coming soon," or "Receive 25% off advertising rates if you reserve ads before August 31."
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Link to additional advertising information such as media kit, advertising rates and publishing calendar.
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Sign your name on the bottom of the email for a personal touch. Add your email address and phone number along with your personal extension for potential advertisers to contact you directly.
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Tips & Warnings
Many mass email programs enable you to personalize the email messages by entering fields to personalize along with the email address. Create a variable field within the email message and the program will replace the variable with the recipient's personal information.
Comply with federal CAN-SPAM laws and any other laws governing bulk email within your jurisdiction.
References
Resources
- Photo Credit email concept image by Akhilesh Sharma from Fotolia.com
