ONLINE-ADS>> Email Newsletter Demographics

Darren Cook (darren_at_factcomm.co.jp)
Tue, 10 Mar 1998 01:54:54 -0600 (CST)

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NetSchool is an online English school for Japanese people. We have been
sending out a free monthly email newsletter since last November and now have
over 3500 subscribers.

This seemed like enough to interest advertisers. We set two prices: one for
just an ad insertment, and another with an editorial mention as well. But
when I mentioned it to some of my other clients who run web sites the first
thing they asked was "Demographics?"

Now, we don't have any... The reason for this is that we started off with a
big form asking lots of questions, and got a very poor signup rate. So we
took out all the questions except name and email and the signup rate
increased about ten-fold. We also added a line saying we would not give out
email addresses to anyone else and not send them anything except the
newsletter, so maybe that helped as well.

I've two questions that I'm hoping people on this list can help with:

1.If we add more questions to the form, what are the important ones? Age and
sex? Hobbies? Job? Location? Web browsing habits? Income?

2.If we get say 200 'full information' subscribers, can we justify that
these demographics are typical of our entire readership? If not, how many do
we need to justify this?

Thanks for any help

Darren Cook
Web Programmer

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