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These respondents receive an e-mail acknowledgment to their response. They also receive a follow-up e-mailing two weeks later that makes a special limited time offer if they purchase "TraffiKop." Cost for the e-mailing: Joan purchases an e-mail software distribution product for a few hundred dollars and decides to handle this part of the campaign in-house.

 

Let us see how this Internet activity affects Joan's direct mail program—in particular, the ROI. This example is fictional, but the statistics used in the two accompanying charts are based on real-world experiences. Here is an analysis of programs A and B. The mailing quantities are the same in both A and B. The qualified lead rate (the percentage of leads considered to be of high quality based on purchase time frame and budget criteria set by AnyNet) is the same in both A and B, as is the sales close rate (the percentage of qualified leads which are ultimately converted to sales) and the average sale of $15,000.

With all the direct mail statistics held constant, we can segregate the impact of Internet direct marketing. Notice that cost per response drops from $120 for program A to $80.77 for program B. The dramatic increase in responses resulted in an equally dramatic increase in qualified leads from program B, even though the original mailing quantity was maintained. This led to a corresponding increase in the number of sales and in total sales revenue. Some direct marketing experts believe that a Web response form respondent could actually be a higher quality prospect than someone who responds via mail or fax.

 

That is because this individual took the time to go to the URL and fill out a form on the Web, which takes some effort. If this is true, then using the Internet as a response path could potentially increase the number of qualified leads even more than this example indicates. However, we have used the same qualified lead rate for both programs A and B.

 

We did not include the e-mail follow-up campaign in program B, because then we would have to include the cost of a direct mail follow-up campaign in program A to keep things even. The e-mail follow-up campaign could potentially add even more revenue at a very low incremental cost. The Online Advertising Discussion List focuses on professional discus sion of online advertising strategies, results, studies, tools, and media coverage. The list also welcomes discussion on the related topics of onlinf promotion and public relations.

The list encourages sharing of practical, expertise and experiences among those who buy, sell, research, and develop tools for online advertising, as well as those providing online public relations and publicity services. The list also serves as a resource to members of the press who are writing about the subject of online advertising and promotion.

 

The List of Publicly Accessible Mailing Lists is posted on this site and once each month to the Usenet newsgroups news.lists.misc and news.answers. The Usenet version is the definitive copy—this Web version is generated from the database and is uploaded several days after the Usenet version is posted. They continually post to Usenet so that the PAML will be archived at rtfm.mit.edu.

 

Topica provides details on how to subscribe to each of the mailing lists in its database and provides information on content as well.

 

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