Historically, Russell Rockefeller and his partners have been very secretive about certain proprietary technical aspects of their opt in email marketing businesses although Russ has been known to offer a limited amount of information to people in his circle, which has made those people a lot of money. He is known industry wide for being able to predict response rates and for optimization practices. His companies have generated millions of dollars in both CPM and CPA since he got started in 1996. In 2002 he retired his CPM businesses and he and his business partner went head on into performance based affiliate marketing utilizing email and co-registration, being paid only a small commission whenever his advertising resulted in a lead or a sale. That decision to get out of CPM service and get into affiliate marketing or CPA email marketing was one of the best decisions of his career. Revenues went up, way up, without ever having to explain to a client how to properly manage a campaign. Financially the business is phenomenal with incremental margins in the 70 to 80% range.
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