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Subject: UKNM: re: uknm: targetted email capaigns.
From: gary pharo
Date: Fri, 3 Dec 1999 11:44:20 GMT

on thu, 2 dec 1999 16:48:52 ray taylor wrote:
>a "targeted" email campaign is like a "polite" smack in the gob.

sorry ray, but i disagree entirely. if the mail campaign is targeted at people who have 'opted in' to an e-mail, then they do not accept this as a smack in the gob.

for example, if chinwag included a link to a site that provided comprehensive demographic info on the top 100 sites in the uk, i am sure that we would all want to visit that site.

three things are achieved - the recepients get information they want..the client gets a good quantifiable response...chinwag gets a good rate for the campaign and a satisfied client that is likely to return and spend again. that is what i call effective marketing.

us research shows that targeted permission based e-mail marketing achieves upwards of a 10% click rate and that is not something that any serious e-marketing person can ignore.

i think the biggest problem for most internet media agencies is that there is little or no creative with online ads and therefore a huge reduction in billing values. if this then reduces even further - as there is no need for any creative in a text based e-mail ad - where do the agencies get their money from.

hope this doesn't touch a raw one !!!


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  Re: UKNM: re: uknm: targetted email capa, Jonathan Lumb

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