Online Ads Go Stale Quickly
May 2nd 2008
Clients and prospects alike frequently ask us where they can buy a lists of email addresses so they can step up their email marketing efforts. While this sounds like a great idea on the face of it, buying or renting email lists is usually a bad idea. Open and click-through rates from rented or purchased lists are generally very low and in most instances, your organization probably doesn’t have a relationship with those who will be receiving the message.
There are at least two solid alternatives, however. The first is to build your own list. The second is to sponsor or purchase advertising in a highly relevant, existing email newsletter. This second option will get turbo-charge your exposure, put you in front of the exact demographic you are looking for, and will likely deliver results quickly. Yet, there’s new information that suggests that you should first think about how much time you’re willing to invest in this tactic.
According to research conducted by MarketingSherpa, ads in email newsletters garnered less and less attention with each delivery. By the third exposure, the ads received virtually no attention. This even occurred with ads that were considered highly relevant to the content within the newsletter. The best remedy? Change up the layout, style, content, and position of the ad frequently.
To learn more, read the excerpt of MarketingSherpa’s Email Marketing Benchmarks 2008. Download the PDF here >>
