Newsletter Advertising Best Practices
Your no-fluff, battle-tested guide from running campaigns and partnering with other advertisers in the Ecommerce Coffee Break newsletter.
Quick Overview
Don’t have 5 minutes to read the guide? Here’s the key points:
Ad Copy Best Practices
- ✅
Lead with value - ✅
Align your message with the Ecommerce Coffee Break’s editorial voice - ✅
Take full advantage of ad character limits - ✅
Append UTM parameters to every link
Landing Page Best Practices
- ✅
Prioritize page speed - ✅
Deliver on expectations - ✅
Have a clear, action-driven CTA above the fold - ✅
If you have a form, stick to 4 fields max - ✅
Offer an incentive
The Long Version
Ad Copy Best Practices
Lead with value
For your first campaign, build trust with our audience before asking for anything in return. Start by promoting content such as an ungated guide, blog post, or webinar.
Align your message with the Ecommerce Coffee Break’s editorial voice.
For best results, craft your ad copy in a tone and style that fits naturally with our content and resonates with our readers.
Append utm parameters to every link
This gives you a clear visibility into your campaign’s performance. Here’s the UTM structure we use at the Ecommerce Coffee Break:
https://example.com?utm_campaign=Primary12252025&utm_source=ECBi&utm_medium=newsletter
Landing Page Best Practices
Prioritize page speed
The top of your page should load within 2 seconds. Use tools like Google’s PageSpeed Insights to identify ways to speed up your site.
Deliver on expectations
Our subscribers clicked on your newsletter ad to learn more—now make sure your site follows through.
Have a clear, action-driven CTA above the fold
If you have a form, keep friction low with only 3-4 form fields that ask for:
- •Contact information (typically email)
- •Qualification or intent
- •Self-reported attribution – “How did you hear about us?”
Offer an incentive
Include a special offer or discount code for our readers to drive more conversions (and help with attribution)