E-newsetter advertising demands focus on details

Businesses targeting audiences with e-newsletter advertising should conduct an evaluation of all of their potential target audiences, according to an expert.

Firms have been urged to ask the publisher for details on the number of subscribers and details about their role and industry.

In an article for the Ecommerce Times, Angela Hribar also suggested that businesses try to advertise only on newsletters that are “opt-in”.

She writes: “With an opt-in subscriber base, your advertisement is much more likely to show up in the recipient’s inbox and be noticed and read.

“Plus, opt-in subscribers generally recognise the company identified in the ‘from’ field as a reputable one.”

Research by Customerminds reveals that a proportion of marketers in Ireland are failing to abide by legal rules that require a certain number of details to be included in email newsletters.

Some 82 per cent fail to include their registered company number, while 79 per cent do not include a telephone number.