Dead Lists Talking Remember when they said content was king, even though almost no one could charge anything for it? Distribution is really more the king, for without it the message means little. But in email newsletter lists, content is key to keep the list affinity alive. I dub this co-reliant relationship between the two "contibution." I know it sounds stupid, but I couldn't resist. I just couldn't. I'm sorry. Anyway, there are email newsletter lists out there which have stopped sending or even have announced suspension of editorial publication through email, yet they continue from time to time to send stand-alone third party emails. This is especially odd when the name of the publication that has ceased is in the From field, hence, "Dead Lists Talking." Since I have become a student of the list market, I try to follow as much as I can in that marketplace. I see some of these lists asking pretty weighty fees for list rental, which is measured in CPM or cost per thousand (the "M" is Roman for 1000, don't you know). As a relative newcomer to this list business, I do find myself wondering what the response rate would be on such a list. It seems to me that a list brings some sort of cohesiveness to a mailer, or else that mailer would simply go to a list compiler and draw in similar demographics from hither and yon for perhaps much less money. But then again, I'm new to this. |
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