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Buying Email CPM for Sweepstakes (5)

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Truth be told, you can collect your own data and run sweepstakes to it yourself. However, the trick of emailing is inboxing - and it's an art, it is no fly-by-night operation. However, there are some massive mailer ad networks that will work on CPM, even a CPA basis. You can run and buy email CPM just like you would from any other traffic broker.

Another fun fact - this is especially great for European & Australian markets. They are not subject to CAN SPAM the same way the US market is, which means you don't have to handle a suppression lists. When a user in Europe opts-out of a newsletter, they are opting out of that specific database, and not from the specific advertiser or product.

Email is an amazing source for Sweepstake traffic [all SOI - Pin - IVR] and is where the majority of the traffic is coming from for IVR Sweepstakes.

Here are some example of partners that sell email drops on CPM:
ziviconline.com
wds-media.com
abacus-marketing-solutions.com
dpinfosolution.com/about.html
*Pro-Tips*
- you can search for "email" or "email marketing" on linkedin to find more networks.
- you should test sources against one another

The Basics of Buying Email Drops:
Email CPM is based on the number of emails blasted, not opens.
You want an open rate guarantee - 8% is pretty standard.

Average CPM rates by Country [USD]:
Netherlands: $4.5-$6 CPM
United Kingdom:$3-$6 CPM
Finland: $4.5-$6 CPM
Norway: $4.5-$6 CPM
Spain: $3.50-$5 CPM
Switzerland: $5-$6.50 CPM
Australia: $4-$6 CPM

If they're charging you more per cpm than I list above, definitely fight them on it, and if they won't budge, push them for a higher open rate guarantee.

I suggest starting with 50k-100k blasts per country. You can get this normally as a one time sale, but some email networks will have minimum purchases. However, the email networks will always break down the blast for you, so I would still restrict the size of the blast per geo to start.

Things to ask any network selling Email CPM:
1. How big is your list by geo?
2. Have you promoted similar sweepstakes offers on this data?
3. Can they tell you anything about the demographic of the list? Is there any list segmentation available?
4. Will the network host your email creative and prelander... or is this up to you?
*it's better for inboxing to host the html email creative local to the offer geo*
5. Ensure you have an impression pixel placed in the email HTML to monitor the guaranteed open rate
*this can effect the inboxing but if you have a guarantee on the open rate, don't worry - track it*

On any offer your AM should be able to tell you, or reach out to the advertiser for:
1. What demographics are converting best for the offer?
2. What are the best time of day, and days of the week, to do your email drops?
3. Is the offer responsive or do you need a desktop/mobile fallback?

I'm sure you can notice that these question inter-relate and will help you best decide how to target your first drop, and with which network.

Constant truth about sweepstakes: They always work better with a prelander and this still holds true for email. It increases the brand recognition and trust from the user. Simple quiz flows to establish this recognition work great with email. Still, Email CPM tends to be a lot more open to more aggressive creatives - and so will the advertisers whos offers you are promoting. Do your due diligence but definitely get creative!

The basic flow should work like this:
Buy 100,000 Emails drop, get minimum 8% open rate.
8000 People look at your email creative [again, make sure you use an impression pixel to monitor this]
The users that click through will either be direct linked or given a prelander
*I've seen an LP triple the CR on email traffic - so I highly recommend it over DL*
People are going to open on desktop, mobile wifi or mobile carrier - which means all sweepstakes are fair game to test, and this is another place your can optimize your ROI every blast.

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Awesome info. I know it varies but whats the average ctr to expect?

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Thats great info JaimmieF5 thank you! I've been mailing into the US market for 9 years now but really want to focus this year on getting UK and Australia data and testing out that market.

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Hi Jaimmie,

We can get you substantial email volumes at these prices. Can you add me on skype to discuss this in more detail?

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That depends on your vertical and adcopy - my click rate can vary from 70% to 0.1%

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