affiliate management days - battle of the email offer types-cpa-cpm_final
TRANSCRIPT
Battle of the Email Offer Types:CPA vs. CPM Campaigns
Daryl Colwell
SVP, Matomy Media Group
Affiliate Management Days
San Francisco
April 1, 2015
www.Matomy.com | @dhcolwell
ABOUT ME• Manage North American performance
marketing business for Matomy
• 15 years in digital
• Midwest native
• Forged partnerships with several
blue-chip advertisers
www.Matomy.com | @dhcolwell
2007
LAUNCHED
430
EMPLOYEES
10
OFFICES
26,000
MEDIA PARTNERS
2,000
CUSTOMERS
2014IPO
ABOUT MATOMY
www.Matomy.com | @dhcolwell
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
www.Matomy.com | @dhcolwell
STATE OF THE INDUSTRY‘WILD WEST’ DAYS OF EMAIL ARE OVER;
EMAIL ACQUISITION MARKETING IS NOW A
PROFESSIONAL BUSINESS
• Massive shakeup across email industry
• Many mailers have gone out of business
• Data integrity & quality are paramount
• Past: Priced only on performance basis
• Present: Command CPM dollars from same
email drop
• Future: CPM email must be a consideration
for every advertiser
www.Matomy.com | @dhcolwell
1 4AOL is a slow burn
2 5
3 6
Many mailers have gone out of
business
Hotmail 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
2015 DOMAIN CHALLENGES
www.Matomy.com | @dhcolwell
• 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
www.Matomy.com | @dhcolwell
• 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
www.Matomy.com | @dhcolwell
• Buying email on CPA basis often ensures ROI-
positive campaign
• Less risk than CPM email buys — paying for
each lead (and each potential customer)
much further down marketing funnel
• Perfect for certain verticals
• Dating email acquisition campaigns perform
best on weekends when mailers are often
not able to sell a CPM
• Mailers can meet and/or exceed average
weekday eCPM by mailing dating offers on
weekends
CPA EMAIL: PROS
www.Matomy.com | @dhcolwell
• 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
• Not guaranteed a specific drop date• 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
• The reality: Mailers demanding upfront payments;
affiliates have the power
www.Matomy.com | @dhcolwell
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
www.Matomy.com | @dhcolwell
KEYS TO MAKING
IT WORK• Mix it up – Include both CPM & CPL in your buys
• Be Flexible
• Certain partners on a CPM, Certain partners
on a CPL
• Within partners, Premium – CPL, Run of Mill
– CPL
• Don’t get Sticker Shock – Test, Test, Test.
www.Matomy.com | @dhcolwell
KEYS TO MAKING
IT WORK• Proactively manage your sources
• Understand their data
• Get 3rd-party opinions
• Regular weekly check-ins
• Listen to your affiliates
• Timely/Seasonal creative
www.Matomy.com | @dhcolwell
KEYS TO MAKING
IT WORK
• Mobile Optimized Creative
• As many as 80% of recipients
are opening via mobile
• Offer a clean simple design
properly formatted
• Add click-to-call functionality
www.Matomy.com | @dhcolwell
KEYS TO MAKING IT WORK• Compliance Monitoring
• Partner with a compliance monitoring company to
make sure traffic is watched 24/7 (LashBack,
Omniangle, Performline)
• Draft partnership agreements with an eye on the
worst case scenario.
• Make sure your marketing partner has a
Compliance team looking out for your best interests
www.Matomy.com | @dhcolwell
QUESTIONS?
