Assume that WilyMarketer.com is running an email campaign to acquire new customers. ll LS considering two options: review the following option choices. In either event, actual campaign management will be outsourced to an interactive agency. Which program would you recommend and why?

• Option A would use a high quality rental list of 100,000 email addresses. Direct costs under this option would be the rental list at $250/m and crea rive, program management and reporting costs will he $10,000. If the email campaign brings in 623 new customers, what is its customer acquisition cost?

• Option B would rely on banner advertising at $20 CPM, which has a predicted dick-through rare of 1.5 percent. The campaign is designed to reach 100,000 viewers, and its creative, program management and reporting coSts will be S 10,000.

How many customers will it bring in and what is rhe customer acquisition cosr?