NONE: Re: ONLINE-ADS>> html email
Re: ONLINE-ADS>> html email
Andy Bourland (andy_at_clickz.com)
Mon, 05 Jan 1998 09:13:17 -0500
At 10:38 PM 1/3/98 , Chris Mallon wrote:
>I was hoping that someone could provide me some background technical
>information on how subscription based HTML email works. Specifically, what
>the sender knows about when the email is received/opened and how they get
this
>info. How are the banner ads served and tracked?
I can tell you how I track readership of ClickZ Today, which goes out to
5000 people in full HTML 6 days a week.
I use Central Ad Pro 3.0J (http://www.centralad.com) ad management
software, which will set you back no more that $150 or so. I place ads on
the pages using the full URL (not the relative) which then goes back to the
ad server and pulls the appropriate banner for display.
If a reader uses an email package which does not support html mail, nothing
registers in the ad system. If the ad displays in their email software, the
ad software registers 1 impression. If the person clicks on the ad, it
registers one clickthrough. So it's pretty clean.
In terms of the technical logistics of sending and managing HTML Emails, I
use Eudora Pro 4.0. I take the HTML from my home page, cut and paste it
into the body of an email, address it to my group, and send it off.
I use L-Soft's EASE services (http://www.lsoft.com/ease-head.html), which
has been nothing short of wonderful. While there are cheaper ways of doing
it, if you want the process managed professionally without all the muss and
fuss, they are a great choice.
Once I've sent the email off to the group, I get a confirmation email back
from L-Soft, making absolutely sure this is what I want sent out to the
group. I reply with an "OK", and it is sent out immediately.
I would caution you about some of the risks inherent in email marketing,
but I covered that topic pretty thoroughly in an article I wrote for ClickZ
called "The Dark Side of Email" (http://www.clickz.com/archives/120597.html).
Good luck, and feel free to contact me if you have any further questions...
Andrew Bourland, Publisher
ClickZ: The Daily Stop for Internet Marketers
<http://www.clickz.com/>http://www.clickz.com
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