Techniques That Get Your E-mail Opened

STICKER SHOCK. Before you blanch at the cost per thousand (CPM) charges for your new fangled opt-in e-mail list, remember the traditional costs: printing, lettershop and fulfillment and list processing, all have been eliminated.

It’s pretty much all embedded in the CPM. And your cycle time from test to roll out is reduced to days and weeks, not months. As an alternative, some e-marketing firms are beginning to develop exchange networks. Similar to how list exchanges work in the off-line list world, these networks are essentially e-mail cooperative databases. I-Behavior, the Digital Impact Exchange Network, Prefer Network and RFM Plus are a few examples.