NONE: ONLINE-ADS>> More on Amazon
ONLINE-ADS>> More on Amazon
Sharon Tucci (publisher_at_allaboutmoney.com)
Fri, 16 May 1997 09:22:01 -0400
I'm the publisher of a new weekly e-zine (email based) called "All About
Money" and wanted to make a few comments on our experiences to date with
Amazon.
We've included book reviews with links to Amazon's site in 3 out of 5
issues we've had out. (One review per issue) These 3 issues have averaged
24,352 subscribers. Before continuing, I'd like to explain the set-up of
our publication. Subscribers receive each week our "main body"
publication. This contains short articles (generally under 100 words) and
links to retrieve longer articles via autoresponder. Subscribers can
retrieve each article individually (i.e. be selective in what they get) or
can send one email to receive all articles. Approximately 40% of
subscribers are retrieving all articles - including the book review
feature. Additionally, another 12% of subscribers have CHOSEN to receive
the book review. This means that overall, per review, over 12,650 people
have retrieved it. In total, almost 38,000 "pulls" of our book reviews to
Amazon's site have been included.
You would *think* this would have resulte in at least some sales, right?
Nope. Not one. We received one report from Amazon showing that there had
been 5 hits. Now, in general terms, for targetting an appropriate market,
you would expect a minimal 1% response rate. For internet-based, perhaps
1/10th of that, or 1 in 1,000. I don't think it is a matter of something
being wrong with the reviews, because with each review, more and more
subscribers are chosing to read them. It might be that people read our
publication offline, and therefore wouldn't want to directly be able to
click on the url to go the site. It might be that a significant portion of
our subscriber base do not have the ability to click on a url period
(either they don't have web access or they don't have an email reader that
can handle this).
I am complaining about Amazon? Not at all. Unless their reports are
incorrect, people are simply not taking action after reading the review.
Originally we had hoped that the book reviews could be a profit center on
its own. But now it's looking like there is some flaw in the model.
(For those of you not familiar with Amazon's program, I'd like to mention
that their associate program does *not* mention email newsletters.
Obviously you would expect web page associates to have different results.)
I agree with the common gripes people have shared about Amazon's program.
Their commission scale is low - and non-existant in many cases. They only
allow the initial linked item to count for credit unless you have your own
bookstore set-up. Additionally, and this is a complaint I've heard from a
few of our subscribers who have read our reviews, they do not take orders
other than from their web site, including no email orders. I've checked
around and found there are many other bookstores online, with better
commission terms. However, I think before online marketers start to
consider non-Amazon options, they really need to see that it would make a
difference.
The point I am at right now, I am considering the idea (especially since we
feature only one book per week) of forming an alliance either with a
smaller online bookstore or another company in the book market to handle
order taking through more than web based methods. In this scenario, we'd
work together to have a schedule of books to review. In contrast to
Amazon's selling point being on price (with their reduced prices on best
sellers), this would be based on convenience.
Interestingly enough, we did a random survey last week of some subscribers
who specifically requested our book reviews and found that a high
percentage *would* have ordered the book if they had an 800 number for
ordering (40%), while less than 10% felt secure in ordering online either
through a web site (even if secure) or via email. Surprisingly, about 10%
said they did not have a credit card that would allow them the convenience
of online or telephone ordering. Lastly, less than 1% were using any of
the alternative online payment options. (Surveys received from 803 readers.)
Sharon Tucci
Publisher, All About Money
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