Re: ONLINE ADS>> Controlled emailing

Cliff Kurtzman (cliff_at_tenagra.com)
Sun, 23 Mar 1997 00:26:54 -0600 (CST)

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"Michael W. Kelley" <userfriendly_at_poboxes.com> wrote:

>
>I was looking at a direct mailing program that uses opt-in names on
>lists in a category I was interested in hitting. I can mail to about
>2,000 select names for about 10c each. Has anyone had any experience
>with these kinds of mailings? <snip>

I run just a couple of lists that people in specific niches can use
to advertise by e-mail. My rates are similar to the service you are
considering. I can tell you that some of my advertisers have had
incredible results. I can also tell you that some of my advertisers
have had terrible results.

While finding the right list is important,
exactly what you are selling, the price at which you are selling it,
and how you phrase the offer are all factors that are just as critical.
The bottom line is that you are going to be making a $200 experiment.
No guarantees.

To justify the ad buy, you should estimate what the response percentage
is that you think you will get. For example, if you think you will get
a 0.5% response (10 new customers), then your cost per customer is $20.
You then need to ask yourself if it is worth it to you to spend $20 to
acquire a customer. Of course, the number may be different than $20 if
you expect a different response rate.

Best,

Cliff Kurtzman
The Tenagra Corporation
http://www.tenagra.com/
281/480-6300

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