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Four Key Components of E-Newsletter Advertising

by Drew Adams  |  
March 17, 2009

Clint Schaff, senior director of marketing and communications of JamsBio, a social community designed for users to share their lives through music, has found great success branding his site via targeted ads within e-newsletters.

His go-to resource these days is PASTE Magazine, an independently published entertainment magazine. Schaff says PASTE shares a complementary editorial vision with his site based on a focus on high-quality music, substance and songcraft, and lesser-known musical acts.

PASTE produces advertising-based weekly e-newsletters that include summaries of new releases, available downloads, and other current news to a list of over 100,000 opt-in subscribers. That's a ready-and-willing "captive" audience likely interested in what Schaff has to advertise.

"Newsletters offer a different dynamic than other traditional advertising mediums we've tested in the past," Schaff reports. "Subscribers have opted in: They're interested in the content, they want the information, and they want to hear about similar offers from advertising partners like us."

If a particular edition of the PASTE newsletter focuses on a certain genre, group, or musician, it's a golden opportunity for Schaff to insert a relevant JamsBio ad that serves as a call-to-action to drive viewers to its site for additional interaction.

For example, JamsBio registered particular success advertising in a recent newsletter focused on an upcoming Bruce Springsteen release. JamsBio created an animated call-to-action banner ad that urged readers to share their stories and recollections of Springsteen.

To date, its highest-performing ad has been around the reissue of Jimmie Hendrix's Electric Ladyland album. JamsBio created an ad that encouraged people to click through to enter for a chance to win a Gibson guitar; the click-through stats for that ad were the highest it has ever received.

"Our community of users is very music-literate, and that is a key ingredient to the success of advertising campaigns run by JamsBio," says Palmer Houchins, manager of marketing and new media for PASTE Media Group.

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Drew Adams is president of Contactology (, an email marketing company. Reach him via

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