Email list rental rocks (um...maybe)
Latest posts | Feed | By Mark Brownlow on November 29, 2006
I *like* email but one of my pet dislikes (other than the description of supermarket gift vouchers as "the perfect gift for the man who has everything") is slanted interpretation of results.
A while back MarketingExperiments.com published the results of a 30-day trial comparing the conversion rates achieved by search marketing, organic traffic and a rented email list. The numbers are here. The email list won easily. Yay!
No fault of the study authors, but one or two people who rent lists for a living have jumped on that finding like camels on an oasis.
But wait...let's just point out that:
1. The article does not compare ROI or mention costs. The rented list may have generated a higher conversion rate, but how did the costs compare to AdWords, for example?
2. Rented lists have a limited lifespan. Even if they did produce the best ROI, you are limited by the number of times you can send the same offer to the same list and by the number of high-performing lists you can find. Paid search keeps bringing you fresh faces.
So let's be pleased that an email rental list has demonstrated the ability to convert well. But let's not start thumbing our noses at the PPC folk just yet.
Tags: email marketing, email list rental, conversion rates, marketing metrics
A while back MarketingExperiments.com published the results of a 30-day trial comparing the conversion rates achieved by search marketing, organic traffic and a rented email list. The numbers are here. The email list won easily. Yay!
No fault of the study authors, but one or two people who rent lists for a living have jumped on that finding like camels on an oasis.
But wait...let's just point out that:
1. The article does not compare ROI or mention costs. The rented list may have generated a higher conversion rate, but how did the costs compare to AdWords, for example?
2. Rented lists have a limited lifespan. Even if they did produce the best ROI, you are limited by the number of times you can send the same offer to the same list and by the number of high-performing lists you can find. Paid search keeps bringing you fresh faces.
So let's be pleased that an email rental list has demonstrated the ability to convert well. But let's not start thumbing our noses at the PPC folk just yet.
Tags: email marketing, email list rental, conversion rates, marketing metrics
[This post brought to you by Campaigner Email Marketing]
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter
Sign-up for the Email Marketing Reports NEWSLETTER
Twice a month, free, packed with email marketing advice and all the posts from this blog.
Twice a month, free, packed with email marketing advice and all the posts from this blog.
0 Comments:
