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PPC in Email Newsletters? Oh, no.

Posted on 4.03.2007
John Jantsch at Duct Tape Marketing points to a new offering from Carson Systems called Amigo which (on the surface) looks like a simple but elegant way to bring marketers back to email newsletter promotions by offering them a pay-per-click pricing model. The upside is that advertisers can get their advertising in front of new potential customers (paying only for those that click through instead of on an impression basis or flat-rate fee) and newsletter owners can make money from their often hard to sell ad space in newsletters for the truly bargain basement revenue share of just 30%. The downside as I see it (and it's a doozy) is that email newsletters subscriber numbers are often (and easily) inflated by the publisher.

As if tracking clicks that pass detailed referrer information from an actual website were not challenging enough, now advertisers must be concerned with PTR schemes which could abuse services such as this. Nice idea on the surface, but a lot of quality considerations will have to be made.

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