Battle of the Email Offer Types: CPL vs. CPM

BATTLE OF THE EMAIL OFFER TYPESCPA vs. CPM CAMPAIGNS

Daryl Colwell

SVP, Matomy Media Group

@dhcolwell | @MatomyGroup

ABOUT ME

2007

LAUNCHED

430

EMPLOYEES

10

OFFICES

26,000

MEDIA PARTNERS

2,000

CUSTOMERS

2014IPO

ABOUT MATOMY• Manage North American performance

marketing business for Matomy

• 15 years in digital

• Midwest native

• Forged partnerships with several

blue-chip advertisers

www.Matomy.com | @MatomyGroup

AGENDA

• State of email acquisition marketing

• Domain challenges – AOL, Yahoo, Hotmail

• Pros and Cons: CPM vs. CPA email

• How to manage your email marketing

program


‘WILD WEST’ DAYS OF EMAIL ARE OVER;

EMAIL ACQUISITION MARKETING IS NOW A

PROFESSIONAL BUSINESS

STATE OF THE INDUSTRY

• Massive shakeup across email industry over past 12-24

months

• Many mailers have gone out of business

• Data integrity & quality is paramount

• The past: Solely priced on a performance basis

• The present: Command CPM dollars from same email

drop

• The future: CPM email must be a consideration for every

advertiser


DOMAIN CHALLENGES

2015

1

4

AOL is a slow burn 2

5

3

6Many mailers have gone out of

business

Hotmail is now a challenge in

Europe

Less supply but demand is

growing

Yahoo is always tricky; Gmail is a

Unicorn

Don’t expect domain challenges

to ease up in 2015


• Advertisers: CPM email must be a part of your

email marketing mix

• Guaranteed drop date

• Works great for time-sensitive verticals

• Reach specific demographics

• Need a very good marketing partner to make

it all work


CPM EMAIL: PROS

• Can be more expensive than CPA email acquisition

campaigns

• Advertiser has to take upfront risk

• More upfront work required

• Shop around and get multiple references for CPM

mailers

• Do the math and see if a small test makes sense to

determine if a larger-scale campaign will be profitable

• Scheduling challenges around major holidays


CPM EMAIL: CONS

• Buying email on a CPA basis often ensures ROI-positive

campaign

• Less risk than CPM email buys because paying for each

lead (and each potential customer) much further down the

marketing funnel

• Perfect for certain verticals

• Dating email acquisition campaigns perform best on the

weekends when mailers are often not able to sell a CPM

• Mailers can meet and/or exceed average weekday eCPM

by mailing a dating offer on the weekend


CPA EMAIL: PROS

• Not guaranteed a specific drop date

• Your campaign can get trumped by a CPM or even CPC email buy,

which is preferred my many mailers• Upfront resistance by mailers to test new CPA campaigns

• Year ago, they would have accepted being paid on a CPA basis

• The reality: Mailers demanding upfront payments; affiliates have the power

• Require perfect lead flow, creative and landing page

• Optimization is key to backing out to desired eCPM

• Mailing a good offer with a bad landing page or email creative will

waste a lot of $$$ — and piss off your mailer

• Advertiser with poor lead follow up can lose tons of money effectively

buying useless leads


CPA EMAIL: CONS

KEYS TO MAKING IT WORK?

• Consolidate marketing partner(s)

• Work with few to minimize pitfalls – creative, suppression

file, list duplication

• Ensure partners can also drive scale

• Remove under-performing partners/lists

• Shift budget towards performing partners/lists

• Mix it up – Include both CPM & CPL in your buys


KEYS TO MAKING IT WORK?

• Proactively manage your sources

• Regular weekly check-ins

• Listen to your affiliates

• Timely/Seasonal creative

• Mobile Optimized Creative

• As many as 80% of recipients are opening via mobile


QUESTIONS?

SVP, Sales & Business Development

[email protected] | +1 646 442 5513

DARYL COLWELL

WWW.MATOMY.COM

Date post:	13-Jul-2015
Category:	Business
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