Dealing with the Competition in Enewsletter Ads

Placing ads in e-mail newsletters is one of those areas where thinking out of the box pays off. In the b-to-b space, your target is receiving messages from competitors on a daily basis. Knowing how and when those competitors are buying and placing their ads will impact your placement and response rates.

Jeanniey Mullen suggests to start with this rule in mind: to maximize response, you need to compare the potential response rates for newsletters that best match your target audience with newsletters that may not be a perfect match but have less competitive congestion. You final response rate could be up to three times higher.

Source : Dealing with the Competition in Enewsletter Ads : B2B Marketing