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Prosperity: The Choice Is Yours
September 06, 2002
Make Money While Helping Pets
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A Cold, Hard Look At Why.....
E-zine Advertising...Doesn't Work!
By: Dave Cole
As you know e-zine advertising has been touted
by many of the Internet guru's as being the advertising
method of choice.
And certainly advertising in the right e-zine will
get you desirable results.
Today we're going to blow the whistle on it and take
a look at some things about e-zine advertising you were
A year or so ago, I placed a top sponsor ad in a fairly
well known e-zine. The subscriber base was claimed
at being over 45,000.
The ad I placed was a proven one, and I fully expected
at least a 2% response rate.
The ad ran on a Thursday. I waited. Then I waited, and
waited some more.
Not one single response.
A week later I wrote the editor and he ran it a second time.
Again, not one single response.
The plot thickens.......
A month or so after that, I happened to have some time
on my hands and was actually reading through some of the messages in my test accounts at Yahoo and Hotmail. I use these accounts to mail tests of various newsletters/etc. to check for how they are going to come out.
Lo and behold, I noticed something very interesting. Not only was I getting the usual spam from address gleaners, but also there were many e-zines being sent to me at these test account addresses.
There is absolutely no way I ever subscribed to any of
these e-zines via the test accounts. The only way they could have gotten my address is to have harvested it or purchased it as being harvested.
(NOTE: there is software that runs over the Web harvesting email addresses. These addresses are then sold, and in may cases advertised as being opt-in addresses)
(Now you know why and how you have been getting so much spam...more about this in a future issue)
Back to the story.....just so happened that the e-zine I
had placed that ad in had me subscribed to not only 1,
but 2 of my test accounts.
So I really wonder, just how many other bogus addresses were in that guys list of 45,000? You know it's pretty easy to build a newsletter list of numbers using unscrupulous methods so they can charge bigger and bigger dollars for adverts with the high numbers.......
But numbers don't necessarily mean readers or good addresses.
Another thing you need to watch for is: do editors remove their undeliverable addresses?
People change addresses, addresses get shut down, mailboxes get full, etc. and all these are undeliverable. But many editors never take those undeliverable numbers off their total subscriber count.
A 50,000 base e-zine may have 10,000 of those which
Here's another way some e-zines gain big subscriber numbers, quickly and un-professionally. The editor will get some FFA or Links Pages accounts. Then when a person posts to their page, they will be automatically subscribed to the e-zine.
Some editors will say this in their confirmation messages to the post, others will simply add your address to their mailing list.
But since folks almost always use submission software and never read these confirmation notices, they don't realize what happened. And again, these subscriptions are all going to trash accounts so no one ever reads them anyway.
All that really happens is the e-zines numbers go up
and the editor's credibility goes down.
So be careful when placing e-zine advertising.
Before you buy advertising, write and ask the editor a
couple of things.
1. Are ALL their subscribers opt-in addresses.....
meaning do the editors have an actual subscription
request on file.
2. What is the e-zines un-deliverable rate?
3. What is their un-subscribe rate?
I mean folks, why buy advertising if all your ad is going
to be sent to is trash accounts or undeliverable addresses or to newsletters that no one wants to read?
Fortunately there are a lot of quality e-zines out there with editors who take excellent care of who is on their list and who isn't.
For instance, Prosperity has over 30,000 readers. Every single one of them has opted in to our list and we have a subscription notice for every single address.
Also, if an address has 3 undeliverables in a row, it
is dropped off our list permanently. We allow three grace mailings cause some folks go on vacation or forget to check their mail, or things come up in their lives.
But 3 in a row, and you're gone. That gives us an undeliverable rate of less than 1%. And it's usually between 0.03 and 0.04%...less than one half of one percent.
And folks, I will tell you this, there are very few e-zines
out there that can claim that low of an undeliverable rate.
We also have an exceptionally low un-subscribe rate
of only about 5 out of a thousand.
We are quite proud of the fact that all our readers are
such high quality readers.
It's you guys who make us what we are.
Without you, we wouldn't be anything.
So, we at ChooseToProsper want to
sincerely say a great big Thank You for being such
a faithful reader.
We really do appreciate you!
"Results? Why man, I have gotten a lot of results.
I know 50,000 things that don't work."
~ Thomas Edison ~
It can buy a House
But not a Home
It can buy a Bed
But not Sleep
It can buy a Clock
But not Time
It can buy you a Book
But not Knowledge
It can buy you a Position
But not Respect
It can buy you Medicine
But not Health
It can buy you Blood
But not Life
It can buy you love making
But not Love
So you see money isn't everything.
And it often causes pain and suffering.
I tell you all this because I am your Friend,
and as your Friend I want to take away your
pain and suffering...
So send me all your money and I will suffer for you.
I accept cash, money orders, personal checks, cashier's
checks, bags of gold, bars of platinum, silver and gold
(Steve and Gary....my good buddies...this means you! <grin>)
Please no children or pets as payments...the children
will be returned.
Hope you got a lesson...and a laugh,
"The man with a new idea is a crank until
the idea succeeds."
~ Mark Twain ~
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Name This Man
He didn't utter a word until he was past age 2.
His parents and teachers believed he had a learning disability.
He had a mistrust for every kind of authority.
At age15 he suffered from depression.
He was booted out of high school.
He flunked the entrance exam for college.
He said, "Imagination is more important than knowledge."
This man's name: Albert Einstein
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As always, enjoy your life, enjoy your day, it's God's
great gift to you,
Our great blessing is: YOU!
The Important Stuff......
We wish to thank and welcome all new subscribers for
joining us and hope that your reading will not only be fun,
but also an adventure.
Do me a favor and go to our Web site. We have a
referral form there. If you like this e-zine and would
like to send it to a friend, then fill in that referral form.
Any and all articles may be reproduced only under
the express condition that they remain intact and
un-changed in any manner.
Copyright © 2003, Dave Cole All rights reserved