Re: ONLINE-ADS>> Efficacy of e-mail advertising?

Billy Newsom (uruiamme_at_why.net)
Sun, 03 Aug 1997 00:05:44 -0500

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Adam Thyer <webmaster_at_webscout.com> wrote:

> I've heard anecdotal evidence which suggests that e-mail ads generally
> produce a higher response rates than Web-based banner ads. My personal
> experience supports this conclusion. But I haven't heard of any controlled
> studies on this topic.

I thought it humorous that this queston came squashed between some ads
in the o-a newsletter. In this controlled study, however, wouldn't the
answer be something like "it depends"? In any advertising campaign, you
(1) look for media serving your target audience, and (2) you then
attempt to get a response from that audience. If (1) is not satisfied,
(2) will not be good.

Also, when you compare two seperate ad schemes, and in this case we mean
"banner" v. "text," then you're going to get conflicting results. Most
ads in e-mail are in text, since few mass-mailers yet have the power to
send a banner. The only newsletter I receive in HTML/graphics is from
Ziff-Davis. ZD is clearly a leader in online advertising, so maybe
they're on to something in the e-mail advertising media. But back to
banner v. text ads -- to answer your question, yes, text ads can do much
better than even the saviest banners. And so an e-mail ad could perform
many times better than a web site's ads with dubious targeting.

IMHO, I think the e-mail newsletters are often easier to throw into a
single "target group" such as this one for online advertisers. Web
sites might tend to be more international or broad or more likely to be
crawled by a spider, etc. So honestly, I would be willing to pay more
for an e-mail ad than a web banner, but perhaps only 50% more.

Billy Newsom

--
Billy Newsom
Webmaster of The Motherboard HomeWorld and "How to Build a PC"
http://web2.superb.net/motherboard/
Will design *custom websites* for food.
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MAILTO:uruiamme_at_why.net
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