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Top 7 Reasons Why Discussion List Advertising Works

By Christopher M. Knight

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E-mail discussion lists are public email based forums where kinds of niches get together to discuss, debate, share knowledge, and network with each other. Advertisers & marketers can put up to a 3 line email text ad in the footer of the discussion list.

When I was in NY two weeks ago addressing 300 advertisers & some of the biggest advertising agencies, it was clear to me that few understood or were ready to use email discussion lists as a way to core market. The ones who did know what I was talking about were very quiet so as to not give away why they keep renewing their campaigns for fear the rates would go up if everyone knew how effective this form of advertising is.

Let's look at why it works:

  1. It's highly targeted. Folks don't participate unless they really enjoy or are from the niche that the list addresses.

  2. It's fast. There are no 2-3 month lead times. Advertisers & marketers can get their ad campaigns started in the morning and have their ads in rotation by the afternoon.

  3. It's low cost. This allows campaigns to go into the hundreds of thousand impressions for CPM's in the $50-$20 range. CPM = cost per thousand.

  4. Folks like ONElist.com, Topica.com, eGroups.com, Listbot.com and the other free email list hosting providers, are helping ratify the concept of advertising supported email lists and click through rates are always higher when the campaigns are targeted to the perfect audience for each product or service.

  5. High share of voice is possible. Share of voice refers to what percentage of a total niche or marketplace a discussion list has attracted. In other mediums, it may be cost prohibitive to reach 75% of an entire market, but it's not unheard of in a discussion list community.

  6. Many times the community will pick up and start commenting on one of the sponsors, giving additional exposure without paying more.

  7. Most discussion lists are archived, and most of the time, the sponsors message is archived for life right along with each email list post, resulting in advertising the lasts many years after your campaign stopped.

This Piece Was Submitted By Entrepreneur, Author, Business Builder and Email/Web/Internet Strategist, Christopher M. Knight.

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Article Submitted On: July 06, 1999