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Email Marketing Week 5

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Page 1: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Email Marketing

Week 5

Page 2: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Uses of Email

Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys Referral Programs Customer Service/Technical Support Branding

Page 3: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Benefits

Immediate Easy test Cost Effective Personalized Highly targeted Higher Response ?

Builds credibility Interactive Measurable Convenient Predictable

Page 4: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Drawbacks

It is getting more difficult to measureIt is easy at first There is a lot of competition in the

mailboxCustomers have high expectations

Page 5: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

E-Mail

Key is one voice. Should be sent from and signed by one person who becomes a friend.

Story like.More complete sales pitch. Can be more

aggressiveShould be tailored to the readers needs

and interests.

Page 6: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Email

Make sure to give them a live email address to reply to.

Usually 3/4 -1 printed page length.

Page 7: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Email

Majority of your success will depend on yourFrom Address (male to female, female to

male)Subject line (25-35 characters) Intro copy

50% of the people will decide whether or not to keep reading after the first two sentences so make sure to have a great introduction

Page 8: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Amazon.com

1 to 1 Emails Introduction of new storesAmazon deliversWe recommendWhat is new at Amazon

Page 9: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Prize Email

Give the dog a bone email (often permission based) that gives the reader a reward for completing a specific task. Points Miles CouponsCash

Success is dependent on offer more than anything else.

Page 10: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Prize Mail

Read your results New customer acquisition costsLoyaltyNumber of forwards and pass-longs

Page 11: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Sig Files

A signature file is kind of like a cyber-business card. It's a short sales message, plus your contact info, which is added to the bottom of e-mails. Name& Title Company Name Tagline---Very important Address Phone-Fax URL Provocative message Action--- Tell them what you want them to do and how they

should it NOW

Page 12: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

“Spam”

‘Spam’ is Unsolicited Commercial E-mail(UCE) No existing relationship of permission from

recipient. If they visit the booth?

Not sent directly to your email address Mailed in Bulk Commercial in nature Hard (or impossible) to unsubscribe

Page 13: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

What is Permission Marketing

An ideal application of emailComplete knowledge and

communication with your customer

Page 14: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Why We Hate Spam

Spam hurts our clients’ reputation Newsgroup chatter: “I hate this company”

Spam can seriously damage our business

Spam clutters the inbox and reduces the effectiveness for legitimate email messages

Page 15: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Opt Out

Practice: A marketer obtains email addresses from customer and mails without prior permission

TheoryWe have an existing relationship It is very simple to unsubscribeThis is just like traditional direct mailThey can always just hit “delete”

Page 16: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Opt-Out

RealityComplaints will be sharp, frequent and may

result in blocking actions by ISP’sDoes not scale

Imagine if every business you ever patronized sent you an email marketing message.

Encourage distrust60% of customers have given false information

when filling out forms ( BCG privacy white paper)

Page 17: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Opt-Out Permission

Pre-checked boxConfirming email ( auto responder) may

or may not be sentDo you wish to receive our free monthly

newsletter

Check here to receive additional valuable offers from selected sponsors & partners

X

X

Page 18: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Opt-In Permission

• Customer must select box

• Confirming email may or may not be sent

Do you wish to receive our free monthly newsletter

Check here to receive additional valuable offers from selected sponsors & partners

Page 19: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Confirmed Opt-In a.k.a Double Opt-in

Customer must select choiceConfirming email will be sentCustomer must verify their addition to

listDo you wish to receive our free monthly newsletter

Check here to receive additional valuable offers from selected sponsors & partners

Double opt-in adds a confirmation step into the subscription process. When an email address is entered into our subscription form, we will respond with a message to that email address.

The potential subscriber must reply to that email in order to actually start receiving our newsletter.

Page 20: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

ProblemsNo disclosure of Use on sign-up pageFuture promotions not addresses

Page 21: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Problems:Privacy policyDisclosure

Future Promotions notaddressed

Page 22: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Disclosure

Page 23: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

The right wayNot must fill fieldsTrue Opt-InFull Disclosure of use

Please enter your e-mail address ifyou would like to receive special offersand product information via electronicmail. You may unsubscribe from anye-mail communications you receivefrom us at any time.

By filling out and submitting this form you are being added to the Dell mailing list. The Dell mailing list is private and not sold to other merchants.

Page 24: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

The Right WayHTML defined,And asked

Page 25: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

E-mail Most Effective OnlinePromotional Tool

Email users click on email 3x-10x vs. banners

Survey of online consumers 63% purchased via email promotion38% purchased via banner ad29% purchased via offline advertising

Page 26: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

The Email Revolution

Response Rate

0%

2%

4%

6%

8%

10%

12%

Direct Mail Email

Cost Per Unit

$1.25

$0.25

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

Direct Mail Email

Response Time

05

10

15202530

354045

Direct Mail Email

Faster Cheaper Better

5-15%

1-2%

Sources : Forrester, DMA, Gartner Group

3-6 Weeks

3 Days

Page 27: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

How is e-mail marketing used?

66%

48%

34%

28%

24%

8%

4%

0% 10% 20% 30% 40% 50% 60% 70%

Promotions&Discounts

Newsletter

Product releases

Advertising/Marketing

Alerts/reminders

Market Research

Other

Forrester Research

House List

Prospects

Page 28: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Crafting E-Mail Campaign

Page 29: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Beginning with the basicsDefine your targetEstablish objectivesDevelop a strategy Determine the offerBuild the planTest assumptionsMeasure results

Crafting an E-Mail Campaign

Page 30: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Strategy development

Focus on offer firstDon’t mail unless you have something to

sayUse email for direct response capabilities

rather than brand awareness.Audience more rush than any other medium

Crafting E-Mail Campaign

Page 31: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Free Information Free Service Free give away Sweepstakes Discount offers Rewards Programs Partner promotion No offer

Determine Offer

Page 32: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

House File Creation

Ask for email address via every channelPrinted order formsCall centersCustomer Service callsGive customers a reason to register at your

web siteTell them what you will do with their

name

Page 33: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys
Page 34: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Components of the Message

From LineSubject LineHeader/FooterRemove/UnsubscribeProspect Header issuesPersonalizationBody copy

Page 35: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

From LineCNET Digital Dispatch

[[email protected]]

As short as possibleAs clear as possible It is the envelope, misperceive that you are spam.

You don’t want to be deleted

Components of the Message

Page 36: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Components of the Message

The Don'ts Important Message SUPER SAVER Re: how are you Free Software Unlimited access “Guaranteed” Hi

The Do’s Identify your

company 35 Character or

less Personalization in

subject works Put your company

name

Page 37: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Subject Headings We Can Live Without

Important Message PLS support us Very important

Announcement Protect your health SUPER software sale “Work smarter not

harder” “$4370 a month for life Great mortgage Leads We’ll pay your debts!!!

Start earning money while you are sleeping

RE: How are you doing LOSE 30 POUNDS IN 30

DAYS, GUARANTEED Unlimited Long Distance

Calling for Only $25/month Free web site analysis The Internet Spy! Find out

anything about anyone FRAMELESS BUILDING

CONSTRUCTION

Page 38: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Offers That Work

Free Shipping Free White Papers Discount

Dollars off Percentage

Free Gift Web only sales New Items

Before they are offered to the public Double deadlines

Page 39: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Prefill Forms on Landing Pages

You should use any information you have about the customer to make the transaction a simple experience for them.

Prefill forms with name, shipping address,

and other information you already know.

Page 40: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Pre-filled form

Page 41: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys
Page 42: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys
Page 43: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Where did the message come from and why?

To: [email protected]

From: Our company and or Brand

You are receiving this message because you opted in at your web site to receive new product information. If you do not wish to receive these messages in the future, please click here or follow the instructions

below.

Which name is the customer Likely to recognize

Recipients are more likely to Read your message if you are specific about the relationship

Page 44: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Easy Unsubscribe

To: [email protected]

From: Our company and or Brand

We only want to send e-mail to those wish to receive it. If you wold not like to receive email from us please go to [email protected] or reply to this message with the word “unsubscribe” in the subject line

Page 45: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

The Components of the Message

Body Copy Newsletter Mailings

500-1500 words Prospect mailings

200-500 words Repeat Links

Put your URL everywhere Lots of people read mail from preview. Good for testing

Htm1 Htm2 Htm3

Page 46: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Some quick tips

Include more than one link within mailing Keep it short-no longer than 1 printed page Sign the email from real person…not just a company How often can you mail? Watch your unsubscribe rate carefully…

that will tell you More than once a week is dangerous!

When to mail B2B 10:00 Tuesday thru Thursday works best (before lunch) Consumer anytime?? Within 24 hours you will know the 70% response rate 48 hours 70-80%

Page 47: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Some quick tips

Subject Lines Make sure your subject line is killer Be very careful of the use of FREE Keep your subject line to 35 characters

Personalized mail is guaranteed to out pull First line extremely important

May be displayed within recipients email client 50% decide whether to keep reading after 1st two

sentences.

Page 48: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Rules of Thumb with Email

Make it very clear where the message is coming from and why

Make it very easy to unsubscribe If the customer did not explicitly opt-in,

DO NOT assume they will accept opt-out. Don’t rent your list! Transferring permission is

difficult and should be done cautiously Avoid spammish copy

Page 49: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Writing Effective Email

Before you begin, tell them how to unsubscribe

Begin&End with a hyperlinkTailor message to your audience

Keep it short & SweetRaise excitement, include call to action

Web site, not email, closes the transaction

Page 50: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys
Page 51: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Crafting an Email Campaign

TargetingPersonalization

In-house list,established relationship-YESProspect list, no relationship – Tread carefully

Could trigger privacy fears Risk may exceed reward

Page 52: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Measuring Success

Page 53: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Maximize ROI

Test MeasureRefine

Page 54: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Before you mail

Segment out HTML, TEXT..Important: Segment AOL users

Page 55: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Steps in Measuring the Campaign-Emails deliveredBounce rate

Retry programsSoft Bounce – [email protected]

A soft bounce occurs most often because of an error in a subscriber's email address. A misspelled name or something as simple as a missing space or dash can cause a soft bounce.

Hard bounce – [email protected] A hard bounce occurs most often because of an error in a subscriber's email

address (wrong host). You should unsubscribe hard bounces from your list.

Page 56: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Steps in Measuring the Campaign

Actual were deliveredHard/soft bounceHotmail and Yahoo issuesRetry programs- How often do you try to re-

mail bouncesSome of your bounces can be fixed.

Page 57: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

MeasurementWhat you should be measuring

Lists, Newsletters all emailEmails deliveredCTRTEXT vs. HTML vs. AOLInquiries, Sales or depth of siteTransactionsPass alongs

Page 58: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Yes, Yes, YesHuge benefit of email

High response rate, requires smaller test cells 500 HTML message 1000 text message

75% of responses within 48 hoursCosts to change copy, graphics, inexpensive

Testing

Page 59: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Email Discussion Lists

Similar to newsgroups Moderated, openTopically drivenEarn revenue driven through

sponsorshipsGenerally small….but targetedNot widely known about by marketers so

may be a hidden gem

Page 60: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys
Page 61: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Newsletter Sponsorships

Niche orientedContent driven

Provide free Free Value-Added benefits to those who want to be informed, educated or entertained

Loyal readershipRevenue driven by sponsorships,text

ads

Page 62: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Put Newsletter Sign-up Boxes on Every Page

Not everybody enters your site on its main page. And not everybody knows from your home page alone that they want to sign up for your newsletter. That's why you should put a newsletter sign-up box on every single page of your site.

Page 63: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Disposable Email Address Services

If you give your email address, you might get spam back.

As soon as you enter your email address in a form on the Web, you lose control of it.

Emailias.comhttp://email.about.com/cs/dispaddrrevs/gr/

emailias.htm

Page 64: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Newsletter Sponsorship

Page 65: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Newsletter Sponsorship Universe

Response is likely to be 25% or less than response from an email list

But costs are lower too. Greater targeting available

Especially BtoB

Page 66: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Newsletter Tips

Develop a planHow many times a year are you going to

send out your newsletter.When will it be dispatched?

First/Last day of the month? Every Tuesday at noon?

What will the topics be? Do you have an editorial calendar you can post in advance?

Page 67: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Newsletters

Use the format that works Header with contact information and reminder they

requested it. Notes with hyperlinks-We have 5 things to talk

about. Welcome message News Sponsorsip reminder Forward this newsletter to a friend Contact Unsubscribe and copyright information

Page 68: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Newsletters

Make sure it is dated Remind reader that they signed up to get the

newsletter at the very beginning Write to be read not printed out.

Short paragraphs Hyperlinks

Tease the next newsletter Ask readers what they want to hear about

every 15 or so issues.

Page 69: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

List Exchange

Fastest growing part of Email MarketingList Exchange Policy

From time to time, we exchange member names with other organizations. This allows us to invite new members to join WETA while keeping the cost of acquiring those new members as low as possible. If you prefer that we not exchange your name, please check the box below and fill out the requested information. This information is used only to ensure that we modify the proper membership record in our database.

Page 70: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Standalone Permission Lists

People who have said “Yes I am interested: In the market for something,have a need or interest

in a type of product or service Relevant to lifestyle,household, family need, hobby,

passion etc.

Subscribers have control Marketers get results

Because customers want to receive their information

Page 71: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Standalone Permission Lists

Only use true permission listsUser selection tremendously better than

default opt-in programBe afraid-be very afraidAsk for case studies or referencesFind out how people opted inVerify it.

Page 72: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Never use a list like this

77 million fresh email addresses for only $69

That is right 77 million with no duplications.That is less than $1 per million names. Can you make 1 cent from each of these names?

Page 73: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Standalone Permission Lists

Typical price range: $150 to $500+ CPMCost driven by demandConsumer lists at lower end of pricing rangeB2B lists at upper end of pricing range.Some lists are standalone…although the

source of the list is usually mentioned.

Page 74: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Standalone Permission Lists

Consumer ListsFew response files on the market…most are

lists where people have indicated an interest in a particular subject.

Selects include recency, geographic location, interest area, gender.

B2B ListsVery selectable: SIC codes, title, number of

people in company etc.

Page 75: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Standalone Permission Lists

TargetingLists do’s and don’tsDo not mail unless you are 100%

permission sureDo ask the source-many companies selling

the same listsDo not be cheap-the risks are greatDo scrub list for duplicatesDo provide clear “remove” access

Page 76: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

Permission List Networks

Page 77: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys
Page 78: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

LISTS

The big players in business-to-business (B2B) acquisition email can be divided into three categories: list brokers, list managers and list owners.

Page 79: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

List Brokers

A good B2B email list broker acts as a consultant who helps you define your marketing objectives and understands your target market and overall business strategy.

List brokers' services include researching dozens or hundreds of B2B email lists based on your campaign objectives, negotiating a price, putting together a recommendation that meets your budget, advising you on segmenting and testing -- and more.

Well-regarded B2B list brokers include 21st Century Marketing, Direct Media Inc., Impower, MeritDirect, and Worldata/WebConnect.

One thing email list brokers do not do is deliver your messages.

Page 80: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

List Manager

When you rent a third-party opt-in list, the list manager is the acquisition player who delivers your messages and tracks response rates, including

click-throughs, open rates, bounce-backs and unsubscribes.

Some of the B2B-focused list managers who offer both opt-in email-list rental and e-newsletter networks are B2BWorks, eDirect.com, Engage Business Media, and IDG.

Page 81: Email Marketing Week 5. Uses of Email Generating Inquiries/Sales Finding New Customers Ongoing Communication Follow-Up Mailings Press Releases Surveys

List Owners

Opt-in list owners useful to B2B marketers are publishers who have collected (and therefore "own") the email addresses of their print and/or e-newsletter subscribers and want to rent them out for an additional revenue stream. Respected B2B publishers include

The Industry Standard, CahnersDirect, Business 2.0, internet.com.