Revealing LeadGen Survey Shows 3rd Party Opt-in Email Campaigns Are Most Underutilized Lead Gen Platform

PPC is Most Effective Tool; Cold Calling Least Effective

Sherman Oaks, Calif., and New York, NY (Affiliate Summit East) August 22, 2011 –If you’re a lead generation professional using 3rd party opt-in email campaigns, you’re ahead of the pack. It is considered the most underutilized platform for lead generation. That is one of the key findings of a recent survey of lead gen professionals by Advertise.com, a premier platform for search and display advertising. Pay-per-click (PPC) campaigns are considered the most effective method of lead gen, and cold calling the least effective.

In the survey of lead generation marketers conducted in August 2011, 20.3 percent of respondents noted that they consider 3rd party opt-in email campaigns the most under-utilized method of lead gen.
Complete responses regarding which lead gen methods are under-utilized include:

• 3rd party opt-in email campaigns – 20.3%
• Online display campaigns – 19.1%
• Cold calling – 14.3%
• Trade shows – 13.1%
• Other – 11.3%
• Direct mail campaigns – 10.7%
• Pay-per click (PPC) search campaigns – 10.1%

When asked whether they have utilized 3rd party opt-in email campaigns either now in the past, responses included:

• No – 64%
• Yes – 36%

In response to a question regarding which lead gen method was most effective, 35.9% pointed to PPC campaigns. Full responses include:

• PPC campaigns – 35.9%
• Online display campaigns – 17.9%
• Other – 13.7%
• 3rd party opt-in email campaigns – 11.3%
• Tradeshows – 7.7%
• Direct mail – 6.5%
• Cold calling – 5.9%

“Lead gen professionals are always looking for the best tools that deliver results,” said Daniel Yomtobian, founder and CEO of Advertise.com. “Although 3rd party opt-in email campaigns are the most underutilized platform, I believe that will not last long. As these professionals test things out and see the results, they’ll begin to add this powerful option to their arsenal. Since consumers previously opted in to receive updates from our publishers, these email campaigns work extremely well, with an average conversion rate of 9-13%.” According to the Direct Marketing Association (Q4 2010 Email Trends and Benchmark Report), the industry average conversion rate is 2.9%.

Yomtobian continued, “Our survey participants highlighted the effectiveness of PPC, which is naturally a great way to target and qualify leads”. PPC is highly optimizable based on keywords, bids and the proactive nature of the search.”

Advertise.com provides lead gen professionals with a one-stop-shop for all of their lead gen needs, reaching a wide audience through premium traffic sources and an exclusive publisher network. Advertise.com offers advertisers multiple integrated programs, including PPC, Remarketing, email marketing, and display advertising.

About Advertise.com

Advertise.com is a premier platform for Keyword PPC, Display, Email, and Remarketing campaigns. Celebrating its 10th year, the company enables advertisers to reach a wide audience through its exclusive network of search engines publisher partners and content properties. Leading the charge in online advertising, Advertise.com connects thousands of advertisers with millions of consumers every day – delivering more than 3 trillion ad impressions since 2001 (delivering over 9 billion visitors to advertisers since 2001). For more information about reaching the consumers looking for your products and services visit www.advertise.com or call 1-800-710-7009.