Insights for Online Acquisitions or New Talent (1,129 words)

Another strategy to employ is identifying opt-in lists that offer a corresponding opt-in e-newsletter. This generally expands your target audience significantly at a reduced CPM. Banners within e-newsletters can be very effective and lower your overall acquisition costs. When faced with an opt-in list that feels like it's a good fit but offers limited ability to target within the list, using the e-newsletter strategy can pay off. The lower CPM balances out the reduced ability to target to a more specific segment. Additionally, if you plan to rent a list for a dedicated e-mail campaign, and sponsor that list owner's e-newsletter as well, ask for a discount. The representative for these properties should offer you a reduced rate on one or both programs.