ONLINE-ADS>> E-Mail Advertising?

Alex Heng (a.heng_at_ugrad.unimelb.edu.au)
Sun, 15 Jun 1997 21:54:10 +1000 (EST)

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Hey there,

Okay, everyone is talking about web advertising and everyone is
excited over it, but has anyone given a thought to e-mail advertising? I
run Coollist (http://www.coollist.com), a service that has been operating
for one month providing free mailing lists. In return, I post ads at the
bottom of each email sent through the mailing lists on my server. I
currently serve well over 750 lists and have around 50,000 emails sent
through my server daily. I charge a reasonable rate of $5 per CPM for a
three line ad.

I had problems selling off all my ads, so I decided to propose a
partnership to one of the banner rep companies around seeing as I could
not find an "email-ad rep company". I emailed a list of about ten banner
rep companies (including doubleclick) and to my surprise, doubleclick was
the only one that replied. The representative said that the ads would be
served by our servers and would hence be untargeted and unaudited. I
agreed on this and proposed to have our software poll ads off doubleclicks
servers to be served onto our lists everytime an email is sent. This would
provide the ad demographics and ads could be targeted by the receivers
domain. Unfortunately they weren't interested.

So, my question then is why doesnt someone setup an email-ad rep
company? I have seen numerous lists out there trying to sell their ad
space and I am sure such a service would be welcome. Any input on both
email advertising and email-ad rep companies would be greatly appreciated
here. Thanks.

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from the keyboard of Alex Heng.
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