What to consider when adding email newsletters to your media kits
Media kits are one of your brand’s best tools to show your style, voice, and value to advertisers. Laying out your offerings in a beautifully designed package helps you stand out in the market, and shows advertisers why they should work with you. Putting yourself–or your newsletter–out there is never easy, so if you’re looking for some tips as a jumping off point, here are a few suggestions to help your newsletters make their best first impression in the market.
Start off by summarizing your newsletter offering to highlight their value, especially if you have multiple newsletters as part of your program. Include a short and sweet statement to give advertisers an idea of what they can get from your brand and content, along with any mentions your newsletters have received in articles or awards. For example:
Since 2009, The Daily Times has curated a portfolio of more than 30 newsletters on 20+ topics and industries that inform, entertain, and engage readers with expert analysis and authority. Winner of MediaDaily’s Publishing Award, our newsletters showcase our dedication to in-depth journalism. Optimized for a mobile, on-the-go audience of young professionals, we reach an estimated 15M+ people monthly, and 87% of them engage with our content on a daily basis.
No one knows your email audience better than you. You know the content they consume, what their interests are, and what keeps them coming back to your brand. The last thing you want is to give them an ad that’s not a right fit and ruins their experience. And advertisers want to make sure that they’re reaching the right people with their message; so having the right fit between advertiser and newsletter is a win-win.
Take a look at your audience, or audiences, for your newsletter(s), and call them out in your media kit. Include a separate page, or section, that specifically highlights each audience to better match advertisers with the right readers for your campaigns. If you have multiple newsletters, call out the biggest audience for each newsletter to highlight the range and value to advertisers.
For example, let’s say you have a newsletter about books called All Booked Up, and the audience is 75% female. You also know that of that group, 45% is between the ages of 30-45. Make sure to incorporate those stats into your media kit – more on how to do that below.
And if you want to learn more about building your email audience, we’ve got another great blog post for you to check out.
Lastly, and most importantly: give your email newsletters space to shine. Dedicate space for an overview of each newsletter and highlight its selling points to advertisers. Start with 1-3 sentences that summarize the newsletter and its audience, then call out the available ad space (particularly if the newsletter can support native ads and if there’s a sponsorship opportunity). Make sure to include important statistics and metrics – such as the frequency that the newsletter is sent out, the top audience segments, subscribers, and engagement metrics (such as open rate, YoY growth, etc.).
If you’re interested in learning more about ways to incorporate your email newsletters into your media kit, read more about LiveIntent’s monetization solutions and how we can help meet your needs.