A dedicated email is an email sent on behalf of an advertising partner to a publisher’s existing email list. The email is “dedicated” since the content of the entire email is created by the advertiser.
Dedicated email differs from purchasing email addresses or an email list since the advertiser does not receive subscriber information. Rather, the publisher mails ad content on behalf of the advertising partner. Compared to sponsored emails, these ads generally have a higher price tag since the entire email's content is dedicated to the advertiser.
This is an example of a dedicated email send:
6 Best Practices for Dedicated Emails
Dedicated emails are a great way to get a publisher's audience to focus on your brand and your brand alone. With extra space for images and text, you can deliver detailed sales messages that result in higher conversions. As David Ogilvy has said in his book 'On Advertising', long copy often outperforms short copy. Readers want to learn before they buy.
Here's a list of our top considerations:
Keep the publisher's logo/branding in the header:
You want subscribers to know that this email is endorsed by the publisher. It adds trust and social proof to your brand and the content of your message.
Design your offer for this particular audience:
Each newsletter has a personality that readers expect. Ask the publisher what offers/promises/messages do best with this type of audience and tailor your offer accordingly.
Include a clear CTA at the top and bottom of the email:
The top CTA should communicate your brand name. The bottom CTA needs to have a clear action. Words like "get, buy, download, select, choose, calculate, grab, and find" ask the reader to take immediate action.
Always be concise and clear:
There's no point in trying to write a long email or a short email - rather, aim to have zero wasted words. Wasted words make your email hard to read and boring. If every sentence is absolutely necessary, readers will stay engaged and conversions will increase.
Consider using an existing writing structure:
Use a structure like PAS or AIDA to keep your email convincing. For PAS you focus on the reader's main Problem, then you Agitate that problem with more detail before you offer a Solution which is your product. In AIDA you grab Attention with your headline, develop Interest with facts and numbers, turn that interest into Desire with a promise or emotional appeal and then move the reader to take action by using your product.
Optimize your landing page:
Make sure it's easy for the subscriber to give you their email address. Your landing page should never 'surprise' the reader with the core message/branding. It should always reflect the general idea of the dedicated email as well as the offer, promise, and brand/product name that was described.
Free Dedicated Email Templates
The Paved Team created a few basic templates to make it easier to run a dedicated email campaign. These templates are designed based on the top-performing dedicated email campaigns and should be easily adaptable to your needs.
Click the links to download the HTML files:
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