E-mail response rates are down, and it's not just campaigns to rented, opt-in lists that suffer. Publishers of e-mail newsletters face the same challenges when it comes to spam filters, Outlook optimization, and other hurdles facing today's e-mail marketer. The result is that fewer newsletters are getting through to their subscribers, and fewer subscribers are opening, and reading, the publications themselves.

Newsletter sponsorships are a useful weapon in a high-tech marketer's arsenal - they combine some of the targeting and 1-to-1 communication of e-mail (and none of the spam concerns), with the reach and cost-efficiency of banner ads and other online sponsorships. Yet many companies are abandoning newsletter advertising due to ever-decreasing results.

On the plus side, however, some advertising rates have dropped, last-minute space can sometimes be had for free, and the competition for space has lessened so it's easier to place insertions (even in prime positions) on relatively short notice.

Still, when you know that many of a newsletter's subscribers will never see the next edition at all, how do you maximize the impact of your sponsorship ad when you only have 50-75 words to work with? Here are a few tips to keep in mind:

1. Lead with a strong benefit. With so little real estate to work with, there isn't space to waste talking about how bad the problem is. Instead of leading with a fact of stupefying obviousness ("Security is a top priority for IT managers") or a yes/no question ("Are your applications running at maximum speed?"), lead with a strong, succinct benefit ("Increase network performance more than 500%"). The relevant pain is implied; there's no need to include it.

2. Drop the jargon. You have a split-second at best to grab the attention of your reader. If it's not instantly clear what problem you're helping them solve, they won't respond. Instead of techno-babble like "supply chain infrastructure" and "java-powered interactivity," talk about fundamental, easily understood benefits like saving money, eliminating bottlenecks, and reducing time-to-market.

3. Include an offer. If your ad isn't offering something specific, tangible, and compelling, don't waste your money. Any offer is better than none - it can be a white paper, a case study, an analyst report, a demo CD - preferably something that doesn't imply a great commitment of time or effort (such as a Webinar or free trial).