Email Marketing and Lists

Of all the new marketing tools in use today, perhaps the fastest growing is email.  Email is high speed, simple and can be extremely effective.   But there are some unique differences you must consider when using email.

First, permission-based--opt-in--lists are the key.  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.  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 all lists.  And, at this time, almost no email list source can handle streaming video or other more sophisticated messaging formats.

On the delivery side, when using opt-in email lists, the data owner does not release the actual email addresses to the marketer and a third party independent transmission bureau cannot be used.  So, when you rent the list (for one-time use only) you also pay for the data owner to transmit the message for you.

Once the list is selected, you create the email message and forward it to the list broker (ACT ONE LISTS).  ACT ONE LISTS then forwards the message to the list owner and the message is prepared for transmission.  A test message is sent back to ACT ONE LISTS and to you for final approval and a transmission date is chosen.

When the final message is transmitted by the list owner to his list, seed names are included from both ACT ONE LISTS and the marketer buying the rights to the list as proof that the email has been transmitted.  A transmission report from the transmission bureau that sent the message is usually also provided.

How much does all this cost?  Average costs for business-to-business opt-in email lists are $200/M to $400/M (including the transmission fee), with a minimum of 5,000 names.  Consumer lists are slightly lower in cost with a similar minimum.

When renting permission-based email lists, there are a number of technical and marketing issues you should consider:

HTML vs. TEXT
Not all permission-based email lists can handle HTML messages.  Some are for text only.  For those lists that can handle HTML, you must still provide a back-up text message for individuals who can't read HTML or want to print a text version.

In addition, most list owners cannot provide the hosting for HTML email messages.  That means that ACT ONE LISTS cannot work with separate files for the copy and GIF or JPEG graphics.  The HTML messages must be sent with the graphics hosted and assembled with the copy.

The preferred approach is for a hosted, complete HTML message to be forwarded to ACT ONE LISTS via email as an attachment.  Another acceptable method would be to create a unique URL to access the assembled, hosted message and forward the URL to ACT ONE LISTS.

LINKS
All links must be "live" when the message is sent.  When the recipient clicks on a link and goes to that page, you should be sure to have a link to your home page appear.  It is also a good idea to have a policy link on the home page and to have a clearly stated privacy policy.  In fact, many list owners require this privacy policy page before they will rent their lists.

SUBJECT LINE
This is an important part of your overall email marketing campaign.  Think of it as your envelope tag line or space ad headline--the goal is to have your email opened and read.  A well-written, enticing subject line will help achieve this goal.

FROM LINE
Many list owners want their name in the "from line" of an email message and will not allow you to insert something of your own choice.  This, actually can make the message stronger, as the email is coming from someone with whom the recipient has already built a relationship.  For those lists that do allow you to insert something of your choice, remember that it generally cannot be an email address.

LENGTH OF EMAIL
Unlike what we've been taught about traditional direct mail, when it comes to email, shorter is definitely better than longer.  Try to hold yourself to copy that would roughly cover and 8 1/2" x 11" sheet of paper or two "screens" worth of data.  The goal should be to lead the reader to clicking onto the hyperlink where more information exits.

SEED NAMES
You'll need to provide some seed email addresses for text approval and tracking purposes.  Be sure to include yourself and at least one other individual within your organization to "proof" the test transmission before giving final approval.