Here for our inventory of email lists
all the new marketing tools in use today, perhaps
the fastest growing is email. Email is high speed,
simple and can be extremely effective, especially
for driving traffic to a web site. There are some
unique differences you must consider when thinking
about using email.
First, the key to a successful e-mail campaign (just
like in a snail mail campaign) is the list. Permission-based--opt-in--lists
are the best. Permission-based lists mean that the
recipients have been given the opportunity to "opt-in,"
by giving their permission to have third parties send
them email, or "opt-out" by declining.
Secondly, while growing, opt-in email lists are still
relatively limited. In fact, there are fewer than
3,000 permission-based email lists currently available--compared
to 40,000-plus direct mail lists.
With this greatly reduced list quantity, the ability
to target as accurately as you may be used to with
direct mail is often not possible. Many permission-based
email lists do not give you the ability to select
geographically at all, while others offer limited
geographic selects on only part of their records.
We try to provide our customers with lists that are
as selectable as possible. Most of our consumer e-mail
lists are selectable by age, income, ethnicity and
geography. In addition, email data sources are generally
not as large as marketers are used to with direct
mail. This combination of small data size and limited
geographic targeting, can mean final numbers so low
that the project is not viable.
Finally, when using email lists, the format and delivery
of the marketing message is both limited and less
controllable. While all permission-based email lists
can handle text messages, the possibility for HTML
messaging is improving, but still not available on
You must also consider the response mechanism. You
must carefully plan out how and where you want the
recipients to respond to the offer that is being presented
On the delivery side, when using opt-in email lists,
we do not release the actual email addresses to the
marketer. So, when you rent the list (for one-time
use only) you also pay for us to transmit the message
Once the list is selected, you (the marketer) create
the email message and forward it to us. Then the message
is prepared for transmission. A test message is sent
back to you for final approval and a transmission
date is chosen. The best days to transmit are Tuesday,
Wednesday and Thursday. However, this could change
according to your offer.
When the final message is transmitted to the list,
seed names are included as proof that the email has
been transmitted. A transmission report after the
transmission is completed is usually also provided.
How much does all this cost? Average costs for opt-in
email lists are $135/M to $200/M (including the transmission
fee), with a minimum of 5,000 or 10,000 names (depending
on the list).
The average response rates for e-mail are different
than snail mail. Regular mail response rates are from
1 % - 2%. Average e-mail response rates are from 3%
- 5%. Keep in mind that response rates vary from offer
to offer and there is never a guarantee of what your
response rate should be.
Here for our inventory of e-mail lists