WTF is Native Advertising in Email?

black and gray digital device
Photo by Torsten Dettlaff on

Native advertising in email is a form of advertising that aims to blend seamlessly into the content of an email. It can take many forms, but the goal is always to make the ad look as if it is part of the email itself, rather than an interruption. This can be achieved through the use of similar design elements, a similar tone of voice, and even the same formatting. The idea behind native advertising in email is to make the ad feel like it is there to enhance the user’s experience, rather than to interrupt it.

One of the most common forms of native advertising in email is sponsored content. This might take the form of an article or a blog post that is written by the advertiser and then included in the email. The article or post is often written to align with the interests of the target audience and it is usually prominently labeled as “sponsored” or “brought to you by [Advertiser Name]” so that recipients are aware of the advertising nature of the content.

Another form of native advertising in email is product placement. This might take the form of an image of a product that is included in the email, often with a link to purchase the product. Like sponsored content, product placement is often prominently labeled as an advertisement so that recipients are aware that it is a commercial message.

One of the biggest benefits of native advertising in email is that it can be more effective than traditional display ads. Because native ads are designed to blend in with the surrounding content, they are less likely to be ignored or skipped over. They also tend to have higher click-through rates, which means that more people are likely to engage with the ad.

However, it’s also important to consider ethical considerations around native advertising, particularly in email. Transparency and clear labeling are crucial in ensuring that people understand when they’re engaging with an advertisement rather than an editorial content. Additionally, being too subtle with the advertisement may deceive user, leading to distrust and potential legal implications.

Overall, native advertising in email is a powerful tool for advertisers, but it’s important to use it in a way that is respectful of recipients and in compliance with relevant laws and guidelines.

In conclusion, native advertising in email can be a great way to reach target audiences with relevant and engaging content, but it is important to use it in a transparent and ethical manner. To be effective, the ad must be clearly labeled and the content should be high-quality and relevant to the target audience. By following these best practices, advertisers can achieve high engagement rates and reach their desired audience in a way that is both effective and respectful.

What's your opinion?