anyone have any experience of this
Only with books, and not on the net, and someone in house didit, so there own list. Basicaly its worth it over a few books, because the sales of whichever one actualy has a "review" shoot up to make the loss for the others worth it. (I say review, but often they just canibilise the press release).
The problem in this case is that you dont know who is on the list, and you only have one product. My feeling would be that you could spend $100 of you own time making a mail merge list, and do it your self.