Email marketing economics: spam marketing conversion
Spam botnet
At the University of Berkely research has been done by a group of people on the conversion rate of spam emails:
The probability that an unsolicited e-mail will ultimately generate a “sale”.
In order to measure the conversion rate for spam, they first needed to develop a method for measuring that based on an existing botnet and dummy pharmacy websites.
The pharmacy websites were fully functional with shopping cart, but generated an error at the moment of purchase.
Spam conversion rate
The researchers infiltrated the Storm botnet control system for the spamming agents.
They let it generate 350 million email messages promoting the dummy pharmacy websites over 26 days (19 active days).
Using 2 campaigns, they have measured the number of emails that have:
- Been delivered successfully
- Passed through popular anti-spam filters
- Brought users to visit the advertised websites: 10,522
- Produced sales : 28
Thus the 350 million junk emails generated just 28 sales
Or a conversion rate of 0.0000081%
If you are wondering what the spam value proposition is, you can read and download the study here.
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Muy buen artÃculo. Adios!