Dedicated vs. E-Spon. What makes sense for you?

You have a message that you want to market externally. What is the most effective avenue to promote your offer? If you think email marketing is the best choice, you’ll need to decide whether a dedicated email or an email sponsorship is the optimum way to move forward.

Several factors will help determine the answer. You may want to ask yourself:

1) What is the conversion metric? Are you looking for direct sales, traffic, or leads?

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Dedicated Emails,E-Sponsorships
-May perform better for higher-bar conversions like full contact lead generation or direct sale.,- Typically performs well for low-bar traffic or lead generation campaigns.
-Can offer great presence for branding campaigns.,- Publisher should be able to provide a solid average open rate for the particular content piece (opposed to the unknowns of a dedicated open rate).
– Open rates will vary depending on the subject lines and email client preview of previously dropped creatives.,- Your ad will be seen by those actively engaged with the email promotion.
– Distraction-free as you are the only offer.,
– Can drive sales or bring an influx of leads in a relatively short timeframe,
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2. What creatives do you have available?

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Dedicated Emails,E-Sponsorships
-Publisher will typically need a subject line\, html code\, text backup\, seed list and preferred send time (if offered).,- Specs can vary greatly between publishers. Some are text only or link placements\, while others can be image-based.

, – Typically will need less creative lead time.[/table]

3. What is your budget?

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Dedicated Emails,E-Sponsorships
-Typically priced on a cost-per-thousand (CPM) basis., – Tends to be less expensive.
-Price depends on volume\, list volume\, and list responsiveness., – Priced on a flat rate or cost-per-thousand (CPM) basis.
– May require minimum send volume.,- Can be used to test list responsiveness and determine if a dedicated (if to the same data set) will be an effective creative.
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4. What is the availability?

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Dedicated Emails,E-Sponsorships
-Can book up weeks or several months in advance\, depending on the effectiveness of the list.,- Can book up weeks or several months in advance\, depending on the effectiveness of the list.
– Sometimes publishers are willing to do a smaller dedicated on short notice\, if their list growth has exceeded expectations.,
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INO.com offers both dedicated emails and e-sponsorships to meet the needs of our advertisers with varying budget sizes. I’d be happy to discuss all of the options available and what placement(s) would work best for specific offers. We should be able to determine the best method by either having a quick phone call or email conversation.


Best wishes and merry marketing, 


Bob Fladung
Director of Advertising
INO.com, Inc.