March 31, 2010 09:00 ET
ASPCA Doubles Email Open Rates With Pontiflex Cost-per-Lead Advertising
Nonprofit Acquires Brand-Specific Marketing Leads to Increase Facebook and Twitter Brand Group Membership
BROOKLYN, NY--(Marketwire - March 31, 2010) - Pontiflex, the industry's first open and transparent Cost-per-Lead (CPL) marketplace, today announced results from a CPL advertising campaign with The ASPCA® (The American Society for the Prevention of Cruelty to Animals®). The ASPCA found that email open rates for marketing leads generated through Pontiflex's CPL ads were double to those of sign-ups obtained organically.
Since November 2009, the ASPCA has engaged with thousands of new members interested in their mission to help animals. To do so, ASPCA ran CPL sign-up ads on PlanningFamily.com, the North American Media Group and Babycenter.com to connect with interested people online. The organization then followed up with those contacts immediately with relevant email communications. The calls to action in the email included invitations to join the ASPCA brand community on Facebook and Twitter. Using this two-pronged acquisition and engagement approach, the ASPCA was able to build relationships with pet lovers across several touch points, including Facebook, Twitter, Flickr and mobile messaging.
"Using CPL, we've been able to tap into an audience of people we would have never found before. By marrying this audience with social channels, we can get to know members better and learn how they want to participate with the ASPCA," said Debbie Swider, Senior Manager of eMarketing for the ASPCA. "Because social touch points provide us with another aspect of targeted content, it helps us understand what the pet parents, animal welfare activists or just those who are curious about the ASPCA want to talk about. This allows us to provide an engaging interactive experience with new members."
Results & Observations from ASPCA's Campaign with Pontiflex Include:
- From November 2009 to March 2010, email open rates for leads generated by Pontiflex averaged 34.73%; by comparison, email open rates from organic leads averaged 15.82%.
- Click-through rates for the same time period from Pontiflex leads were 5.73%; Organic leads averaged 2.15%.
- 1.16% of Pontiflex leads resulted in some kind of action; by comparison, 0.10% of organic took part in an action over the same time period.
"The results from the ASPCA campaign validates how CPL advertising connects real people with the advertisers they are interested in most," said Zephrin Lasker, CEO and Co-founder of Pontiflex. "Not only is this a benefit to marketers, it's allowing consumers to tell us what advertising they want -- fundamentally changing the conversation advertisers are having with their audiences. We're thrilled about the response we've seen so far from this campaign and look forward to continuing this momentum."
The ASPCA will present these observations and results at Pontiflex's second annual CPL Summit tomorrow at the historic Explorer's Club in Manhattan. Swider joins panelists from Tommy Hilfiger, BabyCenter and Ferrara & Company in a discussion around how performance advertising supports social marketing. JP Morgan analyst Imran Khan will present a keynote on the state of online advertising. Those interested in attending can RSVP at the following link: www.pontiflex.com/cplsummit.
About Pontiflex
Pontiflex offers advertisers a single point of connection to the entire performance advertising market. Through Pontiflex, advertisers can run ads on websites, social networks and mobile phones, and connect to the right people no matter where they are. Pontiflex enables advertisers to run ads on a Cost-per-Lead (CPL) pricing model. Advertisers pay only for people that have signed up for their advertisements and not for wasted clicks or impressions.
Advertisers engage acquired consumers in a variety of ways. Examples of engagement vehicles include the Barack Obama Presidential Campaign e-newsletter, the Graco Nation community site and the Kimberly-Clark HUGGIES "Enjoy the Ride" loyalty program.