What is a Dedicated Send? (Newsletter Advertising Explained)
A Dedicated Send is a standalone email sent exclusively to a newsletter's subscriber base on behalf of a single advertiser. Unlike Primary or Spotlight Ads (which appear inside regular newsletter issues alongside editorial content), a Dedicated Send is 100% advertiser content — your branding, your messaging, your CTA, no competing editorial. On Techpresso, a Dedicated Send costs $10,000 and delivers 1,000-3,000 unique clicks.
Anatomy of a Dedicated Send
What's included
- Standalone email sent exclusively to the full subscriber list (or a segment)
- Your HTML creative (you design, or publisher designs for you)
- Your subject line (you write, publisher advises)
- 1-2 trackable links (UTM-tagged)
- No competing ads or editorial content
What it costs
- Mid-sized B2B newsletter (500K-1M): $8,000-$15,000
- Large B2B newsletter (2M+): $25,000-$50,000
- Techpresso: $10,000 for 550K list
Expected output
- 1,000-3,000 unique clicks on a 550K list
- 25,000-50,000 opens typical (Apple MPP adjusted)
- CTR of 4-10% of list
How Dedicated Send differs from other formats
| Format | Share of voice | Price | Expected clicks |
|---|---|---|---|
| Spotlight Ad | ~30% | $1,100 | 150-300 |
| Primary Ad | ~60% | $3,500 | 400-1,000 |
| Native Advertorial | ~80% | $5,000 | 1,000-3,000 |
| Dedicated Send | 100% | $10,000 | 1,000-3,000 |
When to use a Dedicated Send
Best for
- Major product launches: full-list exposure on launch day
- High-stakes webinar registration: generates 500-1,500 registrations typically
- Black Friday / flagship offers: when you need scale + concentration
- Flagship announcements: brand-defining moments
Less ideal for
- Ongoing awareness (Primary Ads more cost-efficient)
- Testing new messaging (Spotlight Ad is cheaper test)
- Continuous presence (Frequency Packs better for sustained)
Creative for a Dedicated Send
What performs
- Clear single-focus offer
- Concrete number or specific hook in subject line
- Mobile-responsive HTML
- One clear primary CTA
What doesn't
- Long marketing copy (>500 words dilutes)
- 3+ CTAs (paralysis)
- Walls of text without hierarchy
- Stock-photo-heavy creative
How to maximize a Dedicated Send
- Send at peak engagement time for the list (often Tuesday-Thursday, 8-10am local)
- Pair with follow-up — retargeting sequence catches clickers at peak interest
- Pre-warm with a Primary Ad the week before for compound recognition
- Post-send landing page matched to subject line promise
- Corporate-domain report: feeds ABM outbound for weeks after
Dedicated Send FAQ
How often can I Dedicated Send? Most quality publishers cap at 1-2 Dedicated Sends per month to preserve subscriber trust. Techpresso limits to 2/month.
Can I segment the list? Sometimes. Techpresso offers full-list sends (550K) by default; segmentation case-by-case.
What subject lines work? Specific numbers, named companies, or specific offers. Avoid "Important update" or generic "Save 50%."
Is the copy written by me or the publisher? Your choice. Dupple can write in the newsletter voice, or you can provide final HTML.
Do I get the corporate-domain report? Yes — often 1,500-4,000 corporate domains from a single send on a 550K list.
Related reading
Next step
Book a Dedicated Send on Techpresso. $10,000. Reserved for major launches and flagship offers. Lead time 3-6 weeks.
