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Small text ads in e-mail newsletters can give you real bang for your buck. Look for e-zines that are targeted at audiences that overlap with your target market, and shop around for attractive rates. Because most e-zines are run by small publishers and nontraditional publishers, they are less-sophisticated about their rate structures and you can find low-priced ad space. This space is another great opportunity to provide a link to your site, concise information about what your company does, or even current promotions and offers. Use your web metrics to calculate your ROI on ads run in email newsletters and e-zines. If one ad doesn't seem to be generating high site traffic, shop around for a new source in your target market.
|Jennifer Mathes, Ph.D.|