Re: Surprising data on how often ads are clicked

ian@iand.demon.co.uk ((ian@iand.demon.co.uk))
Wed, 6 Mar 1996 14:22:19 -0800

In message <v02140b04ad5f745fd1c5@[205.199.66.3]>, Internet Marketing
Discussion List <internet-marketing@popco.com> writes
<i>>From: aronst@ibm.net (Aron Trauring)</i>
<i>></i>
<i>>>These numbers are not much lower than direct mail response, which hovers</i>
<i>>>in the 2-3% range for a successful mail campaign. A direct mail piece</i>
<i>>>can cost anywhere frrom 50 cents to 2 dollars for production and postage.</i>
<i>>> At a 1.4% response, you can probably provide more efficiency than many</i>
<i>>>direct mail campaigns, even at a lower response rate.</i>
<i>>></i>
<i>>This is a misleading comparison. The percentage you are talking about on</i>
<i>>direct mail is for people buying the product advertised.</i>

Not true, ( or to be more precise, not always true ). Some mail shot
campaigns are pleased to get a .25-.5% response. That response is not a
buy, but to come to a seminar, where perhaps 30% agree to a meeting and
perhaps 40% of them then do business.

At the end of the day the question is one of profit. High ticket end
sales can afford very low % takeups. This may, or may not, make a web
sale model viable, but should be thought about.

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--
Ian Dickson                                                01452 863782
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