How do you run your newsletter?

Paid Member
Published by: Melissa S Chapman , Crain Communications Inc
Published on: April 2, 2014

Hi monsters -

We run a lot of newsletters and are handling them a couple of different ways. I am trying to find out what the industry norm is.

For your newsletters, do you -
1. setup your newletter ads so that they are schedules for specific flight dates (like a web ad) and if a newsletter is opened weeks later, when there is a new advertiser scheduled, the new advertiser would show?
2. setup your newsletter ads so that the advertiser who purchased that particular newsletter drop, is always the advertiser that shows in that particular newsletter drop, regardless of when it was opened?

Much appreciated folks!


Hi Melissa,

We use your #1 scenario above. For the amount of newsletter ads that we run, setting up specific key values would be more work than it's worth. We carefully explain our setup to advertisers and rarely get push back.


Becky Pega
Media General - Digital

Hi Melissa,

I'm not aware of any industry standard in this field. From my experience many of our clients just add a specific key value in their newsletter tags in order to be able to deliver specific ads for given newsletter. Doing so they don't require any set up in the ad server and tags can be handle dynamically by the emailing platform.

I hope this helps.

Have a nice day,

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