MARKETING
12 Actionable Steps to Drive Newsletter Growth with SEO Content
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
At Brafton, we’ve found our newsletter subscribers to be our best, most engaged audience. These are our people. They live and breathe content marketing, just as we do. Some even partner with us to create and execute awesome content marketing campaigns for their brands.
Over the last two and a half years, we’ve placed a significant emphasis on growing this subscriber base, and we’ve achieved a 170% increase (and counting!) across 84 countries.
If you’re reading this article, you’re probably looking for ways to grow your newsletter list, too.
SEO blog content has been the foundation for our growth. How does it work? Simple: We create blog content that ranks highly in search, and we make it super easy (and tempting) for readers to subscribe to our newsletter once they visit our blog.
While the concept seems straightforward, the effort is anything but.
Read on to learn how to get users from your website onto your newsletter list, and why email marketing and SEO work so well together.
Part 1: Attracting potential subscribers to your site
The first part of this newsletter growth process is actually getting your potential newsletter subscribers to your website. Here are 5 solid strategies for doing just that:
1. Keyword research
Our blog has been around since April 2010. We’ve published over 7,500 articles in those 12 years.
That’s a lot of content.
But it wasn’t until we rolled out a data-led keyword research and content creation strategy in 2018 that we started seeing significant traction with organic traffic growth:

I won’t go into detail about the strategy we used to get there (you can read about it here), but I will wax poetic about the importance of keyword research and topic selection if you’re looking to grow your blog — and your newsletter subscriber list as a result.
Keyword selection is crucial.
If you don’t choose the right topics to write about, you won’t rank highly in search results. And if you’re not showing up in search, no one is going to come to your website to read your content — or to subscribe to read more from your brand.
2. Great content writing
Great content is your foot in the door with your next potential newsletter subscriber. In an ideal scenario, they come to your site, they read your content, they’re incredibly impressed, and they happily enter their email address to get more of the same from your brand directly into their inbox.
Writing great content not only gets you to appear more often in search and improves your organic visibility, but it’s also the best way to convince a reader to sign up for your newsletter.
What do I mean when I say “write great content?” Well, there’s a creative and scientific element to this part of the process, and we do it because it works:

Using the briefing process we developed, and an extremely talented pool of in-house writers, we’re able to create content that comprehensively covers all potential subtopics and answers all potential questions a searcher might have about the target keyword. In effect, we attempt to use data to create the most comprehensive content on the web for each topic we choose to cover.
This keeps us competitive and ranking well in SERPs, which means more chances for a searcher to land on our blog and subscribe to our newsletter.
3. Content reoptimization
Sometimes the content we create gets old. It becomes outdated and stale, or new competitors create better content than ours and start outranking us.
Reoptimizing a piece of content helps us attract more potential newsletter subscribers to our blog in two main ways:
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By reoptimizing the blog content, we improve our ranking for our target keyword and, as a result, we start getting more clicks to the page for the targeted audience searching that term.
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By improving the comprehensiveness of the piece by covering more topics, we rank for a larger number of variant keywords and then drive more clicks to the page.
Here’s the data from a blog post that was underperforming before we did a reoptimization on March 30, 2021, and what newsletter subscription goal completions looked like after the reoptimization, year-over-year:

Even though the increase in total subscriptions here is relatively small, this was just for a single blog post. Imagine doing this for 50 blog posts a year. At scale, it can make an impact.
4. Audio/visuals in blog content
Some people are just more visual learners than others. They prefer eye-catching infographics and video tutorials over hundreds of words of straight-up written content. And I’m not just saying this without any actual data to back up my claim.
We’ve consistently found that blogs with infographics drive more clicks to our site (compared to blogs that do not feature infographics).

Even though our blogs with infographics make up just ~3% of all of our blog pages, they generate 25% of all the clicks to our blog pages and 21% of all the impressions generated by blogs in search:

They also have a higher CTR (2.0% vs 1.6%) and a better average keyword position (22.4 vs 30.2):

Finally, they tend to generate more backlinks organically:

How does this impact our newsletter list growth?
These pages drive more clicks, rank better in search and get linked back to more often. All of these results drive a bigger audience of potential newsletter subscribers to our website to read our content and click “Subscribe.”
5. Pillar pages
When it comes to attracting an organic search audience that is highly likely to subscribe to our newsletter, one of the top strategies we’ve rolled out in the last year is our pillar page strategy.
Over the course of 2021, we published five of these long-form guides. They’re a cross between a blog post and a landing page — and they are search-targeted.

Compared to our blog content, users coming to the site to view these pages tend to bounce less, view more pages per session and subscribe to our newsletter at a higher rate (1.11% vs 0.38%):

I’m not recommending you completely ditch your blog strategy for pillar pages, but they are a great supplemental way to generate more newsletter subscribers per page.
Part 2: Improving on-site newsletter conversion (CRO)
We’ve discussed plenty of ways to improve the content on the page to attract more visitors from organic search. But what happens once they get there? How do we actually get visitors to convert from first-time readers to weekly email subscribers?
Enter: Conversion rate optimization!
CRO is all about finding ways to get site visitors from reading your blog in their browser to receiving your content directly in their inbox. (Which is the ultimate goal, of course). Read on for four on-page elements that’ll likely improve your newsletter subscription conversion rates:
6. Pop-up form
There’s a reason why nearly every site you visit on the web has an annoying pop-up form asking you to subscribe to their newsletter. It’s because it works.
There was a time when our blog didn’t have a pop-up form (back around 2017). We decided to run a test and added the first iteration of our pop-up form, which looked like this:

Here are the results we saw:
We happily kept that pop-up form in its place and never looked back.
In the years since we originally implemented the pop-up, we’ve modified how it behaves so that it’s more likely to capture a form fill. We:

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Adjusted the timing on the pop-up. It used to come up too soon for the reader to make any real judgment on whether they might want to subscribe. We decided to go with 30 seconds, as this time is enough for the user to get the flavor of the post, but still retains most of the users (as we found they start to drop off after 45 seconds).
These may seem like small modifications, but cumulatively they improve the chances that we’re serving the pop-up form at the exact right time for a reader.
We’ve also learned over the years that the more ways website visitors have to subscribe to our newsletter, the better. Here are 3 more elements that we’ve included on-page to drive up our subscription rate:
7. Sticky sidebar
This is one of my favorite CTA elements and I think it really personalizes the experience for the reader on a blog. The sticky sidebar follows you down the page as you read, and the “Subscribe” CTA is always present on the screen. It’s not overly distracting, but it does make it super easy for the reader to subscribe at any time (even if they’ve closed the pop-up form).

There was a period when we removed this sidebar from our blog pages and our newsletter conversion rate plummeted. It ticked back up once we added the sidebar back to the page. Lesson learned!
8. Inline subscribe CTA
We started embedding a CTA directly into each blog post. Its design is meant to not be too interruptive, but it’s present as yet another way for users to subscribe.

This inline CTA is included once per blog post, around 50% down the page. We intentionally do not place it too close to the end of the article. This improves our chances of catching someone once they’ve read a significant portion of the content but won’t be missed if they don’t finish reading the entire piece.
9. Dedicated newsletter sign-up page + nav link
As a final on-site CRO element, we launched a dedicated landing page to promote our newsletter:

Like any good conversion landing page, it succinctly (and persuasively, we hope) explains what subscribers get by entering their contact information.
And if they’re not yet convinced, we’ve included a sampling of some of our best blog content for them to peruse before they make the final decision to subscribe:

Every single element on this page is geared toward prompting users to fill out the form.
We use this landing page as a standalone promotional tool both on site and through external channels (paid and organic alike).
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We advertise the page on Google and social platforms.
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We share a link to this page in our email marketing — so friends of subscribers can easily subscribe.
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We even give it a prominent spot in our main navigation:

You may think it’s not worth it to add a “Subscribe” button to your main navigation — it’s pretty important real estate, after all — but it will get you more newsletter subscribers organically as users land on and navigate through your site.
And people do actually navigate to this page and subscribe this way. Since launching the page in January 2021, it accounted for 17.64% of our total on-site newsletter goal completions (in 2021) with a whopping 24.12% conversion rate.
All the on-site elements I’ve covered may seem like tiny, insignificant changes but they 1) took significant research, analysis and effort to implement, and 2) they worked.
Since adding these elements in 2021, we have doubled our newsletter subscription conversion rate:

Small changes can yield big results — and every new newsletter subscriber makes a difference.
Part 3: Enhancing subscriber engagement
Now that we’ve looked at ways to grow your subscriber list and improve your subscription conversion rate, I want to switch gears and talk about what happens once someone does subscribe — and how content is invaluable to and inseparable from newsletter marketing.
Content is what fuels newsletter marketing. You cannot have one without the other. Sure, you can technically run a newsletter that solely shares external sources, but without some sort of original content to include in the email, you’re not going to retain subscribers for very long.
As I mentioned earlier, our newsletter audience is our best, most engaged audience. We hear time and time again about how much they like the content we produce. We like to reward them with even more great content.
Here are the primary ways we’ve kept our newsletter audience engaged with content:
10. Downloadable content & webinars
By offering different types of content, like downloadable assets (eBooks and white papers) and live-streamed webinars and workshops, we’re giving our audience more ways to connect with our brand.
They can dive deeper into a specific topic in their own time with a white paper, or get their real-time questions answered with a webinar or workshop.
From a marketing results perspective, we can see which contacts are most engaged with the content we’re offering by tracking email click-through rate, downloads and webinar sign-ups. It also gives us important insights into which topics and formats work best to improve user experience, and we can double down on those content types in the future.
11. Surveys
One of my favorite ways we’ve connected with our newsletter audience over the years is through surveys.
We ask them questions like:
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What types of content marketing resources do you want more of?
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What’s your favorite area of content marketing to learn about?
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How do you rate your skill level with content marketing (and other areas of marketing)?
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What are your favorite hobbies outside of content marketing?

The feedback they provide is invaluable to our marketing efforts. It’s one of the best ways to know exactly what our newsletter audience wants from us.
If you’re ever unsure about what your audience thinks of your newsletter, or where you might be lacking, a survey is arguably your best resource for those answers. And it doesn’t need to be a complex multi-question survey either — it can be a simple “How are we doing?” button you include in each send.
12. New layout for better user experience
We’ve also changed the look and feel of our weekly newsletter over the years. And we continually work to improve the user experience with these design updates.
Our newest iteration from 2021 contains a variety of sections based on what we’ve found to be most useful for our audience:
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A roundup of recently published blog posts.
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A rotating featured content section where we can promote our latest infographic, job opening or employee spotlight.
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A visual CTA to promote an eBook download or a webinar registration.
My favorite sections of our newsletter are:
Recommended reading

Here, we share industry-related content from other brands in the space. Even if we didn’t create the content ourselves, we want to provide these additional resources to help our audience stay ahead of the content marketing curve. The hope is that they get everything they need (content marketing-wise) from our newsletter, and keep opening up our emails week after week.
Subscribe CTA: “Did you get this email from a friend?”

This section links out to our newsletter subscribe landing page. It’s here to help folks subscribe to our newsletter if it’s been forwarded to them from a friend. People forward emails all the time, and this way, we’ve built in an easy way to encourage new readers to subscribe to our content. It’s a CTA that doesn’t change week to week, so it doesn’t take any effort to maintain, but it’s there to organically generate more newsletter subscribers.
And it does: We’ve found that 10% of people who subscribe via email do so on this page coming from the newsletter.
When determining the best newsletter content and layout for your brand, it’s always most important to do what works best for your audience. You may not achieve the perfect newsletter format right out of the gate, but over time, and by gathering feedback (via surveys or organically through email replies), you’ll get closer to giving them exactly what they want.
When I talk about enhancing newsletter engagement, our goal has always been the same: Be the best possible content marketing resource for our audience. As a result, we’ll get their attention and their loyalty, and possibly even their referral to a friend or colleague — and that helps us continue to grow our subscriber base.
Conclusion
Newsletter marketing has been at the core of Brafton’s marketing strategy for many years now, and we’ve found time and time again that there is plenty of reason to reinvest our efforts into this growth.
I hope the methods I’ve shared have inspired you with plenty of ways to grow your own newsletter list.
Because once you’ve got those readers subscribed, you’ll be unstoppable.
MARKETING
AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.
Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”
Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.
Dig deeper: 3 ways email marketers should actually use AI
The global development of these tools shows the desire for solutions that natively understand the place they are being used.
“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”
Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.
The report: A deeper dive
Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.
In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.
Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.
The growing landscape
Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.
It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.
Dig deeper: AI ad spending has skyrocketed this year
As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.
Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.
Composability and aggregation
The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.
Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.
That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.
Build it yourself
Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.
So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”
Constantine von Hoffman contributed to this report.
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MARKETING
Mastering The Laws of Marketing in Madness


Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.


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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
Implementation Steps:
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engagement:
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Data Collection:
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Operational Efficiency:
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Benchmarking:
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
Implementation Steps:
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.


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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
Implementation Steps:
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
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