Companies that hope to prosper in the growing e-commerce realm need to continually attract customers to their Web sites. Mass Music, an online music store, turned to Advertising Concepts to help increase the number of visitors to its Web site. Advertising Concepts, an online advertising firm, created a direct e- mail marketing program for Mass Music using opt-in e-mail lists.
The campaign Advertising Concepts designed was incentive-driven. Advertising Concepts mailed out 6,516 e-mails to subscribers of CD/Music-related opt-in e-mail lists. The e-mails included coupons that would discount purchases made at Mass Music’s Web site. Of the 6,516 e-mails sent, only 488 (7.5 percent) were undeliverable. To obtain the coupon, recipients went to a coupon site. The total number of recipients that went to the coupon site to retrieve the incentive was 765 or 12.7 percent. Out of these 765 people, 582 (76 percent) continued on to the Mass Music site. Of the 582 people who continued on to the Mass Music site, 19 (3.3 percent) made purchases.
In total, out of the 6,516 people who were originally sent the offer (including the e-mails that were undeliverable), 9 percent visited the Mass Music site and 0.3 percent made purchases. The final net profit for Mass Music was $834.
