As someone in charge of an entire division’s email marketing channel, It’s my responsibility to ensure that company monetization goals are met while trying to balance subscriber fatigue & falloff @ the same time. It’s a delicate balancing act – one that requires constant modulation to keep consistent w/ current environments.
A function of this position is to interact w/ agencies, sales reps, data brokers, direct marketers, etc. And since email marketing is primarily thought of as a direct marketing channel, metrics are incredibly important. Good marketers have pre-defined metrics based on historical success that they use as baseline for all future campaigns. This baseline also fluctuates relative to market conditions but it’s usually pretty consistent. Some times, the pricing structure we have in place works perfectly well for our advertisers. Slam dunk, right? Sure. But, these situations are few & far between.
All advertisers are looking for bottom-basement pricing now-a-days. They feel the market bears that perspective and in a lot of regards, they are correct. However, there are plenty of situations where the pricing structure provided doesn’t match up w/ the advertiser’s pre-campaign metrics. They determine that since A + B doesn’t = C, they can’t move forward.
In a lot of instances, this is flawed logic. Say, for example, Publisher A has prices that are 50% above Publisher B – both offer similar content to their subscribers. On the face value, Publisher A doesn’t make the cut but Publisher B does b/c their #’s add up in the spreadsheet. Publisher A says hey, wait … even though I offer similar content & stories to Publisher B, my readers are way more engaged & responsive to advertising offers. We’ve heard from other advertisers that they had 3x as many conversions from us then Publisher B.
More often then not, the advertiser is going to rely on their spreadsheet over a biased word from a more expensive publisher. And this is exactly where they miss the boat. Even though the pre-campaigns metrics looked skewed, the post campaign conversion #’s would have justified not only a spend for Publisher A but – they should’ve actually spent MORE w/ Publisher A b/c the back-end metrics turned out to be more cost effective.
I urge all advertisers, media buyers, business owners & marketers to dig deeper then pre-campaign metrics. Be open to testing as many publishers w/ as little budget as possible. Derive your learning from real-life experiences that are still metrically driven!