Email is the most trusted channel for building customer relationships and delivering one-to-one content to audiences. According to a recent Jeeng study, 3 out of 4 Gen Z and 2 out of 3 millennials say email is their preferred channel for real-time alerts. Why?
Because they trust the publisher to deliver relevant messaging right to their inbox.
Meanwhile native advertising is one of the most effective strategies for driving engagement and generating revenue.
Combine the two and you have a recipe for sustainable success.
That’s where this guide comes in — a go-to source for helping publishers and advertisers most effectively use native ads in email newsletters.
What are native ads?
Native ads are paid placements that match the form and function of their surrounding content. If an email newsletter contains a roundup of trending posts, for example, a native ad within that newsletter will take the form of those posts.
That’s the case with this email newsletter from Quora. An ad by TruthFinder is sandwiched inconspicuously in between organic content from other Quora users. It doesn’t trick the reader because it’s clearly labeled as an ad, but it doesn’t interrupt the user experience either because it’s seamlessly integrated into the email format.
It’s this type of integration that makes native advertising so effective and popular. As eMarketer reported, native ad spend is expected to increase by 21% in 2021, reaching a total of $57 billion.
How do native ads work in email newsletters?
Email newsletters support many different types of ads — including display, text, and native ads. Running native ads, specifically, in newsletters allows publishers to boost subscriber engagement and generate revenue. Meanwhile advertisers get to reach hyper-targeted, built-in audiences of people who already trust the publisher and have opted in to receive their content.
Native ads can be sold according to various metrics — depending on the goals of the publisher and advertiser — such as cost-per-thousand-impressions (CPM), cost-per-click (CPC), and cost-per-acquisition (CPA). Native ads must also be clearly labeled as such so users know they were paid for by an advertiser.
This Adweek email newsletter, for instance, includes a native ad labeled “Brandshare by SAS,” calling out the publisher’s native advertising platform and brand partner.
How can you get started with native ads in email newsletters?
Publishers can launch native ads in email newsletters with the right email monetization platform. Take Jeeng’s email platform. Our algorithm automatically creates audience segments, finds the right email newsletter formats, populates those newsletters with native ads, and hyper-targets readers with relevant ad content to drive revenue.
Jeeng is also integrated with Google Ad Manager, so publishers can sell, run, and manage their native email ads using data and content they already have at their fingertips.
Ready to start running native ads in email newsletters? Contact us today to learn more.
