Onliners are just getting hip to split copy testing and viewing the net in terms of a customer acquisition and retention tool. But as you know, there's more to the net than response rates and renting opt-in lists. It features 18 mercifully short reviews of marketing-oriented websites. Since it was the first online marketing newsletter on the net, WDFM has had plenty of time to make and learn from its mistakes and identify new and unexpected opportunities along the way. I share some of those insights with you now.
Email can be more profitable than a website.
Click-through rates for ads appearing in email tend to be noticeably higher than banner ads on websites. People who have signed up to receive an email newsletter have already taken an action. As you know, this means that they're more likely to take another action. This makes visceral sense, too. A subscriber to a newsletter is more committed than someone who's fallen into your website, doesn't know you from a hole in the wall, and passively browses in and out of your site in an average of two or three clicks.