Cost of Email Marketing vs RSS Advertising

May 10, 2004

Ben Isaacson recently wrote a piece with ClickZ, “Whitelists and Filter.” Ben listed six items to manage the problem of whitelists and filters.

1. Hire someone to track e-mail delivery. Have her continually build relationships with ISPs.
2. Subscribe to end-user e-mail filtering services, including a Brightmail-powered mailbox to check if your e-mail is blocked.
3. Make sure your creatives are aware of filter trigger words and other creative issues.
4. Make unsubscribe language and subscription management options clear and easy to follow.
5. Create "seed accounts" with top ISPs, and monitor e-mail delivery. If you don't want to do this yourself, utilize a tracking and monitoring service such as Assurance Systems.
6. Consistently clean your lists. Use e-mail change of address services to update old addresses.

What I took away from this is that the cost of email marketing is skyrocketing. If you include Ben's suggestions in your future email campaigns, what is your effective CPM? Can RSS advertising rescue growing email marketing expenditures? Let’s compare the costs of an email campaign to that of an RSS ad campaign.

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Posted by Bill Flitter on May 10, 2004 12:14 PM
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