April 25, 2001
By: Wil Cruz
will test shorter vs. longer copy by delivering 10,000 of
Longevity Labs Inc., a provider of health products, is expected
to introduce a series of e-mail marketing tests next week
in its first online marketing campaign to generate sales of
its anti-aging product.
Longevity, Portland, OR, will begin the first of four phases
by sending 20,000 e-mails to women older than 40 with annual
household incomes of $100,000 or more. The company, which
rented opt-in e-mail lists from a number of list vendors,
targeted this demographic because the product is an anti-aging
solution and is relatively pricey at $124.99.
"The product will probably be used on a monthly basis,"
said Ron Runyan, general manager at Sanda Communications,
Portland, the marketing agency managing the campaign. "And
we just didn't want price to be an issue."
The company will test shorter vs. longer copy by delivering
10,000 of each kind. The longer copy will include more information
about the product, which is called the Liquid Longevity 2000
GH Complex, an oral dietary supplement that Longevity claims
helps slow down the process of aging through growth hormone
The subject lines of the e-mails will be the same. Longevity
expects to get a 5 percent click-through rate and a 1 percent
The second phase of the campaign will be delivered to a new
set of 30,000. Runyan said the length of the copy for the
second e-mail will depend on which length produces more buys
in the first round.
The second phase is expected to begin in May.
"We'll take about a week to get the response back and
about another week to redo the creative based on the results
of the first round of testing, and then out it goes again,"
The second round of e-mails will be broken into three sets
to test different subject lines, he said. The first headline
will read, "Younger Skin in 90 Days"; the second
will read, "Health and Beauty Secrets of the Rich and
Famous"; and the third will read, "How a Dr. Discovered
He Could Reverse the Effects of Aging."
Longevity also will follow up with e-mail respondents who
did not make a purchase in the first round but requested more
information on the product, Runyan said.
The third phase of the campaign will target the same demographic;
the number of recipients, however, has not been determined,
The company first will evaluate copy length and subject lines,
Runyan said. The third round is expected to launch two weeks
after the second phase, he said.
The fourth phase of the campaign will shift to banner advertising
and traditional media, Runyan said.
"Opt-in e-mail is really just one element of the whole
marketing mix," Runyan said. "And the reason we're
using it first is because of the very fast feedback cycle
that will allow us to very quickly tailor our message and
find out what's our most receptive demographic, what headline
works the best and what benefits are most important.
"That gives us the information we can use to intelligently
expand to different media with things that we know will generate
a good response," he added.
Longevity, www.longevitylabs.net, plans to place targeted
banner ads within a network of e-mail newsletters through
Advertising.com, Runyan said. He said the Advertising.com
software allows Longevity to track response rates and "funnel
the impressions into the vehicles that get the highest response
"We pay per click instead of paying per impressions,
which we like better because the leads you get through a banner
ad are less qualified than an e-mail click through,"
Runyan said, "so you'd expect a lower cost per click."
Finally, Longevity intends to advertise via print publications,
such as women's, seniors' and health magazines, Runyan said.
Related sites: www.LongevityLabs.com