A solo ad or email ad as it is known, is having someone with a large email database send out a personalized email message/broadcast on your behalf to promote your product or service; at a fee (you’d typically pay cost per click/CPC or cost per lead/CPL).
The ad will have a recommendation and a link to your product’s opt-in offer page (where you’d want to offer a bait for the user to get their email address).
A free offer or a free ebook will lure people to trade their email address for the lead magnet, this way, you can build your own email list and eventually make sales after building a good relationship with the subscribers. Solo Ads are one of my favorite ways to promote products, with paid advertising, you can fail fast and when you find a winner, scaling is easy!
This is how a solo ad looks like –
Subject Line: The Truth is finally revealed!
XYZ [The content]
Take it for a spin today [Call to Action]