eCRM Manager at JUST EAT
27 January 2009 13:51pm
Hello E-con users.
I am looking for a consultancy or agency that can help me build a commercialistion programme for my organisation's email real-estate.
We are planning to sell space within our email newsletters to our key sponsors who come in three flavours (let's call them gold, silver & bronze).
Some of our emails are very widely read and have very good metrics, others are more niche and perform less impressively. This lends itself to some initial price banding, though at what level is yet to be established.
I would like to find out how we can set price levels/expectations for our email real-estate considering that we currently do NOT have any commecialsation of our email content to base this on. We would look to be selling this real-estate in newsletter sponsorship-style packages over set periods (annual or more).
Any ideas or suggestions would be gratefully received. There does not seem to be a wealth of info on the web in relation to this subject (that i can find at least) or possible suppliers/advisors.
Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com
27 January 2009 16:28pm
Generally speaking what you describe is perfectly doable. But as you
may well know, in IT sometimes things are tricky. A little "," (comma) can make a huge difference.
So, technically speaking, the options actually very much depend on your existing systems and what is already in place in terms of managing recipients, groups, and other aspects of your system.
If I had more information about what you currently have then I could perhaps make some suggestions or recommendations. Feel free to get in touch and I will be more than happy to help if I can.
Deniswww.naxtech.com - web development and online marketing
27 January 2009 16:43pm
Please partly ignore my last message as it did not focus on the price levels/expectations setting aspect of things.
It is generally hard to estimate price and expectation levels but I've found that some of the most popular ways of doing this is to look at:
I hope this helps.
28 January 2009 08:57am
Thanks for the coment Denis.
I guess i should give a bit more detail so people have a better understanding of how we would hope to monetise the email channel.
Our organisation has gold, silver and bronze sponsors who currently pay differing amounts for things like event sponsor, travel partner etc Currently they bid on thiese rights every four years and it is essentially an auction.
While this auction covers things like the above assets, it does not cover email real-estate or website inventory. This will be included in the next round of auctions.
The challenge facing me is how to get the best return on the selling of the email real estate to one or a combination of these sponsors.
So really i think need an agency/consutant with experience of monetising sites/assets from scratch and some background reading on game theory.
While looking at examples from the market could provide some information/ideas - they operate in a very different manner as their inventory is just available to the highest bidder, while ours are long term partner programmes which run for years.
If anyone can suggest any further actions i'd appreciate it.
28 January 2009 10:32am
28 January 2009 10:45am
Good stuff, thanks Denis. Some v.useful info for me to go away and think on.
I may well drop you a line in the future regarding these points.
If anyone else has anything relevant to add I would love to hear from you...
In the meantime, i'm impressed with the quality fo response on the E-con boards and will definitely use them again :)
Director at Watson Hall Ltd
28 January 2009 16:28pm
I'm sure you've already thought about this, but for other readers in a similar situation, one thing to check first is how these people opted into email communications initially. It may be that part of the email real-estate is not available for direct marketing purposes, and this will affect the scale of benefits and how such a programme is developed and implemented.
If you choose to include other people's content, served from elsewhere, in your own messages, you should understand there are some risks with that. For one risk, see the E-Consultancy Limited blog posting and discussion about how malware can be distributed (the post's title relates to Google, but the risk is generic):
Colin WatsonTechnical DirectorWatson Hall Ltd for website security
COO at Econsultancy
30 January 2009 15:27pm
We've got some presentations coming up next Thursday 5th Febraury on Email Marketing at our free Supplier showcase. You can see the details and register at http://econsultancy.com/events/email-marketing-supplier-showcase-february-2009 and there will be alot of email experts (client, agency and supplier) there on the day to chat this through with.
Search Consultant at Evisible
24 March 2009 21:30pm
If you're the same Howard Blanchard that worked with me at Haymarket we certainly learnt some relevant lessons developing the Healthcare Republic email bulletins.
I run an independent consultancy now, if you fancy a chat about what you're doing drop me a line; firstname.lastname@example.org
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