Re: UKNM: Buying into mailing lists

[D.Dias]

----Original Message-----

>> A new topic for you which I'd really like to get some feedback for... has

>> anyone ever had any success buying into mailing lists? i did one with

>> dotmusic in which i used a response url unique to that mailing and out of

>> the 31,000 names I was told they had on their mailing list I had

>> a response


>> of 27, two of which were me! Has anyone used a mailing list that actually

>> delivers results.  I know it has a lot to do with the message, but you'd

>> have thought more people would want to win a �400 MP3 phone.

>>

>> Thanks

>> Lisa

>


We find Forrester's 10% click-thru, 2.5% response rule to be pretty

accurate.


eg. 10% will click on your advert, eg. 3100 click-thrus


and 2.5% will respond, eg. 77


So it would seem that Dotmusic's list seems to be underperforming or they

don't have a cleandatabase. I'd suspect the latter - when buying advertising

on mailing lists ask the publisher what system they use for bounce

management and insist on delivery reports. If they can't do this [as

Dotmusic currently can't] then don't pay to advertise on their database and

insist on a cost-per-action model. They may have 31,000 email addresses

on their database by what use if half of them are 'dead'!


We find advertising in email newsletters works a treat if you have a clean

database, and a targeted offer. We can  send out special offers to our

in-house list for new merchandise on a Friday and by Monday we've got a few

more grand in the bank.


Finally, get the publisher to integrate the competition into their editorial

as opposed to placing an advert, eg. endorse the competition


D



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