If e-mail newsletter ads aren't already a key component of your marketing mix, they should be. Practically nonexistent only two years ago, newsletter sponsorships now offer technology companies the ability to deliver a targeted message at a cost per lead that consistently outperforms direct mail and even broadcast e-mail. Here are some tips for how to make the most of your newsletter campaigns:

Plan Ahead. Ad space in many of the most popular tech-oriented newsletters is booked up months in advance, which means no matter how fast you can write ad copy, newsletter advertising is most effective when planned at least three months ahead of when you want your ads to run. Besides expanding your universe of available publications, advance planning will also enable you to secure more of the coveted top positions in those same newsletters.

Repeat Advertise. Whereas in e-mail, for example, we typically see response drop off considerably when we broadcast the same message multiple times to the same list, response to newsletter ads will often increase after 2-3 insertions in the same publication. Though many newsletters can generate good response on the very first insertion, one ad isn't usually sufficient to properly evaluate a given publication. (On the other hand, if you're convinced the newsletter is a perfect fit and there's only one spot open, go for it.)

Consider Lower Positions. Top positions in newsletters generate the highest response, and they're priced accordingly. We typically see a 40-50 percent drop-off in response for middle positions, and an even greater decrease for bottom ("anchor") positions. When you factor in price, however, middle positions can often be the most economical choice based on cost per lead. (Also, by gunning for top positions exclusively, you may lose out on opportunities to test promising newsletters at a lower cost.)

Because you can't select subscribers based on job title, company size, household income and other selects common to other direct marketing media, newsletters can be perceived as less targeted than e-mail and direct mail, but they're an ideal vehicle for generating a consistent stream of leads each and every month at a relatively low cost. In addition, the number of special interest newsletters continues to increase exponentially, which means that your ability to target a specific audience using newsletters can only get easier. (Publishers are also starting to collect demographic information on their subscribers, which helps advertisers determine the best fit for their product or service.)

Thanks to Mark Wilson, Connect Direct Media Director, for his assistance with this month's tip. For insight on the creative side of newsletter advertising, see the article "Lifting Response to E-Newsletter Ads" by Connect Direct's ace copywriter, Michael Pendleton.