December 13, 2001
Blog Entry

Regular advertising in email newsletters works better than one big splash

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SUMMARY: No summary available.
You know how ad sales people always pitch you on buying multiple ads because they work better? Being from a direct mail background myself, I didn't have much experience in space advertising so I always secretly wondered if that pitch was more about selling more ads versus response reality.

Well now I'm singing like one of the Monkeys, "I'm a believer!"

For three weeks now, I've been running the same ad over and over again in Ezine Tips, a daily email newsletter to the email newsletter publishing community. At first we got an order or two from it. Then we start getting more. Now it's a steady stream of orders. Why would the same ad seen by the same people every day still bring in orders after three weeks? (In fact still be going just as strong.) Maybe trust built up over time, maybe they are just now ready to buy, maybe they don't open and read every single daily issue, maybe the headline is so pounded into their heads that now they take notice of it. I dunno.

All I know is, I'm still getting orders. Every day. This is why advertising regularly in email newsletters works way better than a single direct mail shot, or a big splashy one-time print ad. Happy dance.

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