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Assume that WilyMarketer is running an email campaign to acquire new customers. It is considering two options:

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 creative, program management and reporting costs will be \$10,000. If Option A 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 click-through rate of 1.5 percent. The campaign is designed to reach 100,000 viewers, and its creative, program management and reporting costs will be \$10,000. How many customers would Option B bring in and what is the customer acquisition cost?

A: \$1.74 per customer
B: 1500 customers, \$0.57 per customer

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