Experienced Internet companies might run 25 different creative treatments across 10 content networks in bursts as short as one week. Less attuned consumer goods advertisers have run the same two banners on just a couple of major sites for months. No clear approach to the use of banner ads has emerged. So much so, that Resnick reports major direct-marketing companies are offering email lists for rent along with their traditional street address lists. While email has a reputation as the tool of choice for scam artists and spammers, that shouldn't scare off legitimate marketers.
Email lists are easy to compile.
They're a natural byproduct of doing business on the Web. Almost 20 billion email messages were sent across the Internet last year. As with other forms of database marketing, email marketers must constantly update their lists. Immediacy is important when updating email lists. Resnick says NetCreations mails to its lists frequently.