They sell by the CPM, just like other online media, although some newsletter publishers allow for performance-based deals. These are typically sold on a CPM basis. The best way to find an appropriate list is to look to the online media vehicles that planners would otherwise purchase in a banner buy. These same Web sites often compile email lists of readers who seek more information on specific topics. Email-specific companies also compile addresses associated with interests.
Many companies have offline mail information on many of their customers.
The elicited email responses from a direct mail piece sent to such users can be used effectively to link the data in your online database with that of the offline database. This works exceptionally well as a tool to link email addresses to previously acquired user information in a client database. Some agencies specialize in certain industry segments, making it profitable to create their own agency-oriented lists that they rent out to clients. While buyers might not find themselves able to change some list brokers' minds, they might find the arguments for CPA deals effective in helping to negotiate prices. List brokers will want to know a great deal about the advertiser's typical response rate before they are comfortable offering a CPA deal, as this determines their own revenue in such a deal.