It's only clever marketing if profits go up. The resentment that most of the "e-mail subscribers" have felt when failing to get onto the website works against the original purpose. I actually got onto the website , but having selected my dates, got bumped off several times. So, I gave up. Being one way, I would have had a half price fare, but as there are many other costs incurred when travelling, the saving is small anyway.
Jetstar offers "no frills" cheap fares when you book early and travel in low season periods, which I do.
As for them making a profit when Tiger gets into full swing........... that WILL be interesting.
The new e-mail subscribers that were disappointed will think again before wasting their time trying to book "Sale" fares with Jetstar.
"no frills" fares also means "no frills infrastructure" which translates to low capacity servers,inadequate websites and low level quality assurance.