NONE: Re: ONLINE-ADS>> Email sponsorship/advertising
Re: ONLINE-ADS>> Email sponsorship/advertising
John Marriott (equisearch_at_email.msn.com)
Tue, 24 Feb 1998 14:54:23 -0500
In response to the thread on sponsored emails vs. spam:
We have had great success using the email list we developed using an opt-in
radio button on our guestbook at our equestrian website, EquiSearch.com. On
a recent mailing, our list produced over a 10% response rate within a day of
sending out the email - responses continued to arrive later in the week,
probably because our visitors may not check their email every day. 80% of
our visitors are female, affluent, and well educated, but while they are
Internet capable, they spend most of their time riding and training. When
they do get online, they visit Equisearch.
We believe that the successful use of our email list is attributable to two
rules: one is that we ensure that every email is composed of 75% content
(news that is relevant to our list members) and the other 25% is the
sponsor's message. The other rule is that we use the list sparingly -
weekly at most. In this manner, we keep our emails from reaching an
annoying level of frequency.
We also believe that use of such a list is a great way to test-market to our
site's demographics. A buyer can get a response rate in a day or two, and
it is reasonable to assume that if a message appealed to those in our
guestbook, the message will likely appeal to the greater masses of site
visitors.
Thanks to all for a great forum.
John Marriott
EquiSearch.com, L.L.C.
EquiSearch.com, the largest site devoted to horse and rider, soon to be
featured in a major motion picture. Media kit available at
www.equisearch.com/advertising.
ph. 603 434 5080
fax 603 434 2646
email - adsales_at_equisearch.com
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