A "pay-per-performance" e-marketing campaign launched four months ago
by DirectNet Advertising.net, Inc. (DNA) for United Marketing Group
(UMG), LLC is already generating a 300 percent increase in new
members for three of UMG's affinity clubs.
"This campaign is an excellent example of why cost-per-action, or CPA,
e-marketing is perfect for both advertisers and web sites," says Paul
Soltoff, CEO of DNA, a leading provider of CPA-based e-marketing
services. "Not only is the advertiser seeing exceptional results, but
the web publishers taking part in the campaign - whether through
distribution to their email databases or with ads on their sites -
are realizing average effective cost per impressions of more than
$40. In one case, that effective CPM was $300."
Soltoff says the initial objective of UMG's campaign was to enroll a
set number of new members for its Travel, Prescription Savings and
Money Ahead affinity clubs. Within the first month, that goal was
surpassed by more than 200 percent.
"At the heart of this campaign's success is the email marketing
component," he adds. "Because of the intangible nature and complexity
of UMG's affinity clubs, it is difficult to convey the message in a
single, graphical element like an advertisement. Email allows more
flexibility and is therefore a far more effective tool for selling
this type of service."
UMG specializes in client-focused direct response marketing services,
database management, telemarketing and operational and technical
support for its affinity programs, and is also a full-service travel
agency. It currently serves more than 70 of the country's top credit
card issuers. Traditional media such as direct mail, statement
inserts and telemarketing had built solid success of earnings and
growth for UMG.
"When we initially expanded our marketing efforts to the Internet, we
expected it to be little more than an incremental source of
enrollments," said Olivier Lemaignen, UMG's assistant vice president
of Internet marketing. "But our experience with DNA has convinced us
to make the Internet an additional profitable marketing channel and a
growing part of our marketing strategy - a part we think will play a
key role in building this multi-million dollar business."
The quick response times of e-marketing allows DNA to analyze and
optimize campaign results in real-time. Plus, the CPA-based campaign
allows DNA to test various creative components of UMG's campaign more
affordably - without forcing the company to play blindly in the CPM
arena. Based in St. Petersburg, Fla., DirectNet Advertising, Inc.
(www.directnetadvertising.net) is one of the largest cost-per-action
(CPA) marketing service providers across the web. The Company
develops highly scalable, automated and cost-effective systems and
technologies to facilitate the highest volume and highest ROI CPA
e-marketing programs, including its own proprietary closed loop ad
tracking system. DNA specializes in providing advertisers new
customers on a pay-per-performance basis, including online
advertising and highly targeted permission-based email marketing.
