Episode Summary: "Are EMAIL NEWSLETTER Sponsorships Effective?✔️❌" (Ep. 249)

Podcast Title: Do This, NOT That: Marketing Tips with Jay Schwedelson
Host: Jay Schwedelson
Guest: Jeffrey Eisenberg, Co-founder & Chief Revenue Officer of Media Intercept
Release Date: January 3, 2025

In Episode 249 of "Do This, NOT That," host Jay Schwedelson engages in an insightful conversation with Jeffrey Eisenberg, the co-founder and Chief Revenue Officer of Media Intercept. As a leading figure in the email newsletter sponsorship landscape, Jeffrey shares his extensive knowledge and expertise on leveraging email newsletters as an effective marketing channel.

1. Introducing Jeffrey Eisenberg and Media Intercept

Timestamp: [00:40]

Jay welcomes Jeffrey to the show, highlighting his role at Media Intercept and the company's prominence in the email newsletter sponsorship arena. Jeffrey provides a brief overview of his journey, starting from media ad sales in radio and digital platforms to founding Media Intercept. He emphasizes the company's mission to bridge the gap in the newsletter sponsorship market, catering to both B2C and B2B clients with nearly 100 advertisers and thousands of newsletters under their management.

Jeffrey Eisenberg [01:34]: "We saw sort of a gap in the newsletter business... there was a proliferation of newsletters out there. It's still sort of the wild west in terms of how to properly gauge the value of those audiences, sponsor it, do so in the right way."

2. Email Newsletters as a Marketing Channel

Timestamp: [03:08]

Jay dives into the core topic by questioning how businesses of varying sizes can effectively utilize email newsletters in their marketing strategies. Jeffrey explains that email newsletters function as a mid-funnel solution, offering both branding and performance advantages. He outlines different pricing models, such as Cost Per Click (CPC) and Cost Per Acquisition (CPA), which reduce the risk for marketers compared to traditional flat-fee sponsorships.

Jeffrey Eisenberg [03:41]: "It's still very much like what I would call a mid funnel solution. Right. So you get a lot of the benefit of say just branding and awareness, but there is still a large performance component to it."

3. Getting Started with Newsletter Sponsorships

Timestamp: [03:41]

Jeffrey breaks down the initial steps for marketers interested in exploring newsletter sponsorships. He emphasizes the importance of understanding marketing objectives, whether it's targeting a niche B2B audience or building broad consumer awareness. He advises aligning these goals with the right newsletter creators who resonate with the brand's audience and interests, moving away from programmatic approaches to more contextual, strategic partnerships.

Jeffrey Eisenberg [05:17]: "Innovators are moving away from programmatic in newsletters to a much more contextual way of thinking... identifying those creators that you think best align with your brand."

4. Effective Content Formats for Newsletter Ads

Timestamp: [07:20]

When discussing the best content formats for newsletter sponsorships, Jeffrey highlights the effectiveness of combining text and images. He advises against relying solely on banner ads, noting that integrated, content-driven ads that blend with the newsletter’s narrative tend to perform better. This approach leverages the trust between the newsletter's author and its subscribers, enhancing engagement rates.

Jeffrey Eisenberg [07:20]: "It's clear that it's text plus image, but it's written text, hard HTML5, just implanted in the newsletter as content... when you're reading something from a trusted voice and they're then pitching you a product or service that's relevant."

5. Personal Brand vs. Publisher Brand Newsletters

Timestamp: [08:48]

Jay inquires about the effectiveness of sponsored content from personal brands versus established publisher brands. Jeffrey responds that both have their merits, depending on the advertiser's objectives. Personal brand endorsements can offer higher credibility and relevance, especially for niche products, while larger publisher newsletters provide broader awareness and access to sizable, targeted audiences.

Jeffrey Eisenberg [08:48]: "If you're selling a wellness product, you love to have Arnold Schwarzenegger in the Daily Pump, basically pitch that product as something that, you know, he endorses. There's just credibility there."

6. Managing Performance Expectations

Timestamp: [10:22]

Managing expectations is crucial for successful newsletter sponsorships. Jeffrey advises setting clear objectives and aligning them with publishers from the outset. He cautions against overestimating metrics like open rates, suggesting more realistic benchmarks (e.g., a 35-40% open rate) to gauge performance effectively. Understanding the relevance of the audience and the purpose of the campaign—whether it's driving clicks or enhancing awareness—helps in setting achievable goals.

Jeffrey Eisenberg [10:48]: "Set expectations with that publisher in advance... for example, if a publisher says, 'I have a list of a million subscribers with an 80% open rate,' that's probably not accurate. A realistic benchmark is 35 to 40%."

7. Monetizing Your Own Newsletter

Timestamp: [12:19]

Jay poses a common question about the minimum audience size required to monetize a company’s own newsletter. Jeffrey counters that monetization potential isn't solely dependent on subscriber count but also on the quality and specificity of the audience. A niche newsletter with 12,000 highly engaged, targeted subscribers can be as valuable as a larger, more general one. He also mentions strategies like backfilling to help smaller newsletters generate revenue and sustain operations.

Jeffrey Eisenberg [12:19]: "If they're 12,000, marketers like that are all active buyers for a specific Martech SaaS product that costs $100,000 a year. That's an attractive potential audience for a marketer."

8. Connecting with Jeffrey Eisenberg

Timestamp: [17:03]

As the conversation wraps up, Jeffrey provides avenues for listeners to connect with him and explore Media Intercept’s offerings. He encourages reaching out via their website and LinkedIn for tailored assistance in navigating the newsletter sponsorship landscape.

Jeffrey Eisenberg [17:20]: "mediaintercept.com is a great place to start... We're here to help people save time and invest in this space in a way that's going to have meaningful impact for their businesses."

Key Takeaways

• Email Newsletters as a Strategic Channel: Email newsletters offer a blend of branding and performance benefits, suitable for various marketing objectives.

• Content Integration Over Traditional Ads: Engaging, content-integrated ads outperform standard banner ads by leveraging trusted voices and storytelling.

• Tailored Approaches for Different Objectives: Whether aiming for niche targeting or broad awareness, selecting the right type of newsletter (personal vs. publisher) is crucial.

• Realistic Performance Benchmarks: Setting achievable metrics and aligning expectations with publishers ensures better campaign outcomes.

• Value of Audience Quality: The engagement and specificity of the audience can outweigh sheer subscriber numbers in determining sponsorship value.

For marketers looking to delve into email newsletter sponsorships, Jeffrey Eisenberg's insights provide a comprehensive guide to navigating this evolving landscape effectively. To learn more or engage with Media Intercept, visit mediaintercept.com or connect with Jeffrey on LinkedIn.