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Email Newsletter Ads More Effective Than Banner Ads

November 22, 2000

SAN FRANCISCO, CA — (INTERNET WIRE) — 11/21/2000 —, The Email List Owner and Ezine Publisher Resource Network, announced today the results of the first study on email newsletter advertising. Statistics for CPM (cost per thousand impressions) and CTR (click through rate) are broken down by overall results, B2B (business-to-business) newsletter results and B2C (business-to-consumer) newsletter results.

Email newsletters, or "ezines," differ from direct email in that newsletters are "electronic magazines" with advertising placed amongst the content, whereas direct email deliveries are stand-alone advertising broadcasts on subjects the recipients have opted to receive. While direct email relies heavily on demographic information, email newsletter advertising purchases are traditionally dictated by subject matter.

"This study confirms what we've always known," said Micki Hein, vice president of sales and marketing at "Email newsletters are the most effective form of online advertising. Subscribers look forward to receiving these e-magazines in their inboxes, and this means advertisers are reaching an actively engaged audience."

Amongst other findings, the study found that while the CPM rate was less expensive for email newsletters in comparison to banners, the CTR (the percentage of users who click on an ad) was considerably higher.

"We've found that email newsletter return on investment is often more than 10 times that of Web site banners," said Todd Kellner, managing editor of "This figure is much higher than we expected."

Survey results are available at the following page:

About Corporation: Corporation, the Email List Owner and Ezine Publisher Resource Network, owns and operates 33 Web sites, 55 email newsletters, 6 moderated email discussion lists, with 77,000+ email list owners and ezine publishing professionals as registered members. The network of sites and lists delivers more than three million Web page and email list views each month to more than 350,000 unique visitors. The Network aspires to deliver the best collection of directories, news, tools, tips, tricks, suggestions, ideas, opinions, tutorials and strategies to help email list owners and ezine publishers succeed. List-Universe also owns the email newsletter ad-aggregation network, which consists of more than 40 million opt-in members. Privately held, investors include Corporation (NASDAQ: INTM - news) and VC Fund II.

For more information, visit the Web site at Contact: Brian Grulke Company: Phone: 920-490-8553 Email:

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