Re: Question about email CPMs

From: Chris Charlwood <Chris_at_Charlwood.com>
Date: Tue 10 Apr 2001 10:20:08 -0600

HARLEY UNGAR <harley_at_vindigo.com> WROTE:

>Does anyone in this listserv have a perspective on how
>to price email newsletter sponsorships or ads? I've
>read that opt-in programs like MyPoints, etc., charge
>upwards of $200 CPM, but I'm trying to find benchmarks
>for how to price in-house newsletters (for a very
>specific consumer niche). Any thoughts? Thanks,

In my experience selling email newsletter sponsorships,
I have generally seen CPMs fall anywhere between $25 and
$200 depending on a number of factors including web site
reputation, target audience, distribution quantity,
frequency, number of sponsors, exclusivity and HTML
capabilities. For example, a high traffic tech site
such as ZDNet or Internet.com with large list sizes
and frequent (e.g. weekly) text-only newsletters with
3 to 5 sponsors will fall closer to the $100 to $150
CPM area. Bear in mind, however, that these
newsletters are typically sent to 50,000+ subscribers,
sometimes twice a week, and they have the brand equity
of being top 10 IT sites. I've seen more niche-oriented
sites such as Bizland.com charge as low as $25 CPM for
text newsletter sponsorships. A lot of the pricing
has to do with the quality and value of your audience,
so in your case, because PDA users tend to be (in
general) more affluent and tech-savy, you will likely
be able to price above $150 CPM assuming you have a
decent list size and a capability for HTML. Good luck!
__________________
Chris Charlwood
President
Charlwood eMarketing
tel: 416.413.9196
email: chris_at_charlwood.com
http://www.charlwood.com



Received on Tue Apr 10 2001 - 11:20:08 CDT