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How many ad placements should you have in your email newsletter?

Email newsletters are a powerful marketing tool that can be used to reach and engage with your audience. However, when it comes to ad serving in email newsletters, it's important to strike the right balance between providing value to your subscribers and promoting your advertiser's products or services. One common question you might have is how many ad placements you should have in your email newsletter. In this article, we will discuss the different types of ad placements, and provide guidance on how many you should include in your email newsletter.

Header placement

This ad location appears at the top of your email newsletter. It is the first thing that your viewers will see when they open the email. This placement is highly visible and can be a great way to promote a special offer or highlight a new product. However, it's important to keep in mind that this placement can also be distracting for your subscribers simply because it really stands out. Therefore, it's best to use it sparingly and price it as a premium location in your ad server. If you place irrelevant or distracting ads here, some of your viewers might find it annoying and they might delete the email even before they read the content below. People already have too many incoming emails in their mailboxes so they simply delete or skip those that do not look interesting. In this case, it is not worth it to lose long-term readers to gain just a few ad impressions.

Body placement

This ad location appears within the content of your email newsletter. This placement is less obtrusive than a header placement because it is not at the top and. It can be a good way to promote related products or services. When using this placement, it's important to make sure the ad is relevant to the content of your email newsletter because this placement can be considered part of the newsletter. Ideally, the ad is placed at natural breaks within the content so that it does not disrupt the reading experience. The ad width should match the paragraph width so it does not break the text layout.

Sidebar placement

This ad location appears in a sidebar or column, often to the right, next to the main content of your email newsletter. This placement is less visible than a header or body placement because it is on the side and does not directly interrupt the flow. However, it can still be an effective way to promote products or services. When using this placement, it's important to make sure the ad is still visible but not too flashing or disruptive to the reading experience. Also, depending on the reading screen’s size, there might not be enough space to display the sidebar.

Footer placement

This ad location appears at the bottom of your email newsletter. This placement is less visible than the other ad placements because users have to read or scroll all the way to the end to see it. Therefore, this placement depends significantly on the quality of the newsletter. If the newsletter were useful and interesting, people would want to read through all of it and reach the end to see the footer ad placement. For a footer ad to be effective, it must be highly relevant to the content of that specific newsletter. It is a good idea to think about it like the last chance you get to close a deal or convert a lead.

Now we know about the different ad placement options inside an email newsletter. It is recommended to find a reliable email ad server that supports these options and can help you monetize your audience while growing it at the same time.

Part 2 - Testing, relevance, and design

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