HOW OPT-IN E-MAIL LISTS REALLY WORK


"In my work to develop direct mail programs for Nike, Marketry has proven itself as a critical partner. Marketry's demonstrated experience and ability to respond with targeted information really makes a difference to the overall success of Nike's programs."
Gary Vossenkemper Nike Direct Marketing

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

First, permission-based, "Can-Spam Compliant", 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 e-mail, or "opt-out" by declining.

Secondly, while growing, opt-in e-mail lists are still relatively limited. In fact, there are approximately 5,000-10,000 permission-based e-mail lists currently available—compared to 40,000 direct mail lists.

With this reduced list quantity, the ability to target as accurately as you may be used to with direct mail is often not possible. Some permission-based e-mail lists do not give you the ability to select geographically, while others offer limited geographic selects on only a portion of their records. In addition, e-mail data sources are generally not as large as marketers are used to with direct mail. This combination of small data size and limited demographic targeting can occasionally mean final numbers so low that the project is not viable.

Finally, when using e-mail lists, the format and delivery of the marketing message is both limited and less controllable. All permission-based e-mail lists can handle text messages, and most can also handle HTML messaging. Rich media messages can be handled on some, but not all available lists.

On the delivery side, when using opt-in e-mail lists, the data owner does not release the actual e-mail 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 e-mail message(s) and forward them to Marketry. You also forward seed names and an e-mail suppression file. Marketry then forwards the message to the list owner and the message is prepared for transmission. A test message is sent back to Marketry and to the seed names you provide for final approval and a transmission date is chosen.

When the list owner transmits the actual message, the seed names are included from both Marketry and the marketer renting the rights to the list as proof that the e-mail has been transmitted. A transmission report from the transmission bureau that sent the message is also provided. Tracking reports, including open and click through rates are available at a slight up charge.

How much does all this cost? Average costs for business-to-business opt-in e-mail lists are $200/M to $400/M (including the transmission fee), with minimum of three to four thousand names. Technology focused business lists are slightly higher in cost, and all consumer lists are lower in cost with similar minimums.

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