Email marketing to boost web advertising
AdLink is entering the permission-based marketing space and hopes to achieve new growth
AdLink enters permission-based marketing and hopes for new growthThe online advertising market is currently suffering from hypothermia. No wonder marketers are desperately looking for alternative forms of online advertising. In addition to new banner formats, the focus is increasingly on permission-based marketing. After Doubleclick and 24/7, AdLink is now also entering the European market with an offer.Michael Kleindl also knows that AdLink is not a first mover with its offer for permission-based marketing, which was recently presented in Berlin: "We are coming later, but thoroughly," justifies the CEO and founder of AdLink in Montabaur, Germany. Moreover, the market is only now ripe for it. Kleindl expects permission-based marketing on the Internet to account for 10 percent of the online advertising pie by the end of the year and 20 percent of the direct marketing budget in three years' time.
Permission-based marketing thus represents a way out of the abrupt stop in growth in banner advertising for AdLink as well as for its competitors, such as 24/7 and Doubleclick.
Alternative sources of income urgently needed
However, permission-based marketing represents a new source of income not only for online marketers, but also for website operators, who are currently also under increased pressure to succeed. Kleindl wants to give site operators 50 percent of the revenue generated by the user profiles collected via their platform.
By the end of the year, AdLink's website portfolio, which comprises around 550 platforms, is expected to comprise 500,000 profiles. These are to be managed centrally at the headquarters in Montabaur.
The profiles are acquired via the so-called double opt-in procedure: The user not only agrees to receive information on selected topics, but must also confirm this consent a second time by e-mail. Users can also change their profile at any time depending on their interests and determine the maximum number of advertising emails they wish to receive per week.
First attempts and
Cooperation in Switzerland
Volker Budde, at AdLink for
responsible for product development, sees the greatest advantage of the permission-based marketing tool he developed in the breadth of categories: "With over 300 categories, we can offer advertising customers very precise profiles. But this also makes the service much more interesting for consumers."
Switzerland is also technically ready for the roll-out. According to Martin Radelfinger, Managing Director of AdLink Switzerland, it will take two to three months to reach a critical number of profiles. According to Radelfinger, the first cooperation agreements are already in place with GMX and Tamedia. However, Radelfinger assumes that additional incentives will be needed to motivate users to submit their profiles. Such incentives could either consist of sending the user special content together with the advertising mail or giving them price advantages with discount points.
The latter is also the approach of Active Agent, which launched Bonus.net in Switzerland in October 2000 and gained its first partner in Direct Media. Here too, participants receive bonus points for receiving and responding to e-mails, among other things, which they can use to redeem certain rewards. Another provider of this type is the German Webmiles, which cooperates with Bluewin, for example.
In Switzerland, 24/7 also has
e-mail campaigns based on permission-based marketing. According to Christophe Vogel, Key Account Manager at 24/7 in Ecublens, with great success. Thomas Brenzikofer
Permission-based marketing thus represents a way out of the abrupt stop in growth in banner advertising for AdLink as well as for its competitors, such as 24/7 and Doubleclick.
Alternative sources of income urgently needed
However, permission-based marketing represents a new source of income not only for online marketers, but also for website operators, who are currently also under increased pressure to succeed. Kleindl wants to give site operators 50 percent of the revenue generated by the user profiles collected via their platform.
By the end of the year, AdLink's website portfolio, which comprises around 550 platforms, is expected to comprise 500,000 profiles. These are to be managed centrally at the headquarters in Montabaur.
The profiles are acquired via the so-called double opt-in procedure: The user not only agrees to receive information on selected topics, but must also confirm this consent a second time by e-mail. Users can also change their profile at any time depending on their interests and determine the maximum number of advertising emails they wish to receive per week.
First attempts and
Cooperation in Switzerland
Volker Budde, at AdLink for
responsible for product development, sees the greatest advantage of the permission-based marketing tool he developed in the breadth of categories: "With over 300 categories, we can offer advertising customers very precise profiles. But this also makes the service much more interesting for consumers."
Switzerland is also technically ready for the roll-out. According to Martin Radelfinger, Managing Director of AdLink Switzerland, it will take two to three months to reach a critical number of profiles. According to Radelfinger, the first cooperation agreements are already in place with GMX and Tamedia. However, Radelfinger assumes that additional incentives will be needed to motivate users to submit their profiles. Such incentives could either consist of sending the user special content together with the advertising mail or giving them price advantages with discount points.
The latter is also the approach of Active Agent, which launched Bonus.net in Switzerland in October 2000 and gained its first partner in Direct Media. Here too, participants receive bonus points for receiving and responding to e-mails, among other things, which they can use to redeem certain rewards. Another provider of this type is the German Webmiles, which cooperates with Bluewin, for example.
In Switzerland, 24/7 also has
e-mail campaigns based on permission-based marketing. According to Christophe Vogel, Key Account Manager at 24/7 in Ecublens, with great success. Thomas Brenzikofer
