E-mail Publisher Review: Beliefnet
Beliefnet's site is a nondenominational aggregate of user forums, aphorisms, and articles related to things of the spirit. It is also one of the largest deliverers of ad-sponsored e-mail newsletters, and its advertiser list is like a Who's Who of direct e-mail marketing. In the past 30 days we have tracked over 90 brands advertising their products to the Beliefnet audience--from dating sites (eHarmony, Tickle), to diet and fitness (Denise Austin, South Beach Diet, The Sonoma Diet, Miracle Burn), to organizations (AARP, Children International) to online universities (Kennedy-Western University).
Beliefnet sends out a dozen or so specialty daily newsletters as well as stand-alone advertisements to its audience. Some of the stand-alone advertisers include ThirdAge (a direct marketing company focused on aging adults), National Platinum Plus (an item that looks like a credit card, but you can only use it at one store), HeartGuardian (an herbal remedy for high cholesterol), and Children International (an organization helping hungry children overseas).
Advertisers must be happy, since most have been advertising for six months or more. Beliefnet holds a unique niche since it can appeal to an older as well as a younger demographic, those interested in self-help and self improvement, and those looking for spiritual mates. And come to think about it, that pretty much defines e-mail marketing.