Best practices for a dedicated email

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: 

  1. Keep the publisher's logo/branding should be 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. 
  2. Design your offer for this particular audience: Each newsletter has a created a personality that readers expect. Ask the publisher what offers/promises/messages do best with this type of audience and tailor your offer accordingly. 
  3. Include 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. 
  4. 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. 
  5. 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. 
  6. 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.

Below are two examples of dedicated emails that have performed well for advertisers. 

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