Rented lists & ezine ads

SUMMARY: You've heard all the experts say that email *only* works these days for relationship marketing. It's all about messaging your in-house list. But what if you don't have a great house list? And, what if you really need a whole bunch of new business leads quickly? Discover how one marketer works around the problem by placing unusually well-copywritten text ads in niche email newsletters. Our exclusive Case Study includes creative samples, media buying tips, and cost-per-lead-generated data: read the complete case study

SUMMARY: Renting email lists can be tricky (think bad lists, CAN-SPAM and filtering). But here’s the good news: Three years ago, only 10% of rentals were deemed safe for reputable emailers, but that figure has nearly doubled because marketers are getting smarter and demanding cleaner, more targeted lists.

How do B-to-C and B-to-B marketers get their hands on a good list, and what are the best practices? In the first installment of a two-part series, we’ll tell you everything you need to know before sitting down with a broker. read the complete article

SUMMARY: "Cost-Per-Lead Consumer Programs averaged $1.15 per lead, a 4.17% decrease from last quarter." "Permission-Based Email B-to-B is the highest priced category, with an October 2008 straight average price of $293/M, a decrease of $12/M from last year." "Public Sector and Newsletters are both the second highest priced categories, with an October 2008 straight average price of $174/M and $165/M respectively,with Public Sector decreasing $1/M from last year and Newsletters decreasing $10/M from last year." view the complete research record

SUMMARY: We continue our review of 2009 newsletters, with a look at how email marketers adapted to economic conditions and optimized their tactics.

Here are links to five EmailSherpa articles from 2009 that reflect the most significant trends in email marketing. Topics include:
o Integrating email with social media
o Optimizing autoresponders and transactional email programs
o Database segmentation strategies
o Attracting high-quality subscribers from list-growth campaigns read the complete article

By Anne Holland, President

"We never pay for a non-top position ad in an email newsletter," Marty Brandwin, Marketing Director at Jinfonet Software told me the other day.

Why? He says, "Our past numbers show us there's at least a 50% drop off in clicks from lower positions." So, unless the newsletter's reach is extraordinarily on target and the lower position is a heck of a lot cheaper than the top, it's not worth his time.

Here are... read the complete blog post