The Pontiflex Blog

Advertiser Spotlight: How Tripmela made their online marketing take off

July 22, 2008 at 3:47 pm Arun Krishnan Leave a comment

A question that we’re often asked at Pontiflex is: How can small and large companies double their email databases and reduce marketing spend with Cost-per-Lead advertising?

Today’s issue of the excellent marketing how-to publication Marketing Profs answers this question:

How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-Lead Advertising [site registration required].

The case study focuses on Tripmela.com, a small company that aggregates the top Indian travel bargains and maintains a weekly ’10 Best Deals’ email newsletter.  Jared Blank, Tripmela’s CEO, wanted to aggressively grow the user base of the newsletter which is at the center of their business model.

Tripmela first tried CPM and CPC campaigns to acquire users, but found them to be cost-ineffective and problematic: the actual costs and results associated with CPM were “unpredictable” which made it difficult for Tripmela to effectively plan ahead and “CPC gave a false sense of control–a control of costs–but what we really cared about was the cost to acquire a subscriber.”

Tripmela started working with Pontiflex in April.  Tripmela used Pontiflex’s CPL (cost-per-lead) pricing model which help guarantees tangible results.  Advertisers pay only for actual leads received, not impressions and clicks that may or may not result in an actual customer signup.

Pontiflex’s transparent GENList publisher directory allowed Tripmela to carefully select publishers to run their advertisement, ultimately deciding on Komli, Yahoo india, and Rediff.  Besides the increased control that Pontiflex offered Tripmela, our CPL model also proved to be more cost-effective:

“In terms of acquisition metrics, [CPL is] at least 100% better than getting leads with CPC,” said Blank. Compared with CPM, CPL performed “somewhat better to much, much better,” he said.

The leads generated also performed better than those generated via CPM and CPC:

“The open rate was 20% higher, and the click rate was 75% higher with Pontiflex leads,” said Blank

Read the full article at Marketing Profs.

Entry filed under: Advertiser Spotlight, Best Practices, Lead Generation. Tags: .