List Advertising ROI Webinar

Welcome To
“ Your List Advertising ROI”
30 Minute Webinar
We’ll Be Starting Shortly…
Hosted by:

Your List Advertising ROI
Agenda
Understanding List Buyers/Brokers
Review List Sellers’ Techniques
Projecting List Revenue Outcomes (ROI)
Open Line For Questions & Answers
At any time during or after this webinar, you may
email [email_address] for more information.

Usage Is Key!
“ If someone else is using the list successfully, then it reduces my exposure with the client and adds credibility to my recommendation.”
New Lists Trump Rebranded Titles
“ New lists to market, especially response lists, are always on my radar; I’ll pay attention if it’s new.”
Don’t “Peddle Your Wares”
“ There’s nothing less productive for me than sitting through a manager’s presentation of untargeted list recommendations – it’s a waste of time. If it’s a new company, however, then I usually like to see what they’ve got.”
Rollout Potential
“ If there isn’t a sufficient universe for rollout, then I’m not going to include the test unless it’s a perfect fit.”

Avoid The Fluff!
“ If the data card does not tell me what I need to know about the list, then I move on; only if I’m REALLY interested will I call the manager to find out more.”
It Depends On The Campaign
“ The level of detail in my list research is directly correlated to the campaign size and my familiarity with the offer; I need to work harder to find lists to test when I’m less familiar with the offer.”
Timing Is Everything
“ It needs to be relevant – yes, but it also needs to be in front of me when I’m searching for new lists to test; my memory is just not that good anymore!”
Targeting In Tough Times
“ Only targeted lists make it in right now – I’m less open to recommending lists from secondary markets to test.”

Dip Into The Down Time!
“ "There is no better day than Friday when it comes to doing list research; I've been making new test recommendations for 20 years, and the best ones are created on the days with the least interruptions.“

List Research Channels
NextMark Meridian Interface (Paid)
NextMark mIn IDC Interface (Paid)
SRDS DirectNet & DMLS (Paid)
Public List Management Sites (Free)
Public NextMark Sites (Free)
Licensed Data (Paid)
New Test Recommendations
Data Card Evaluation (Broker Interviews)
Low: 2.0% (1/50) make it to the recommendation
Average: 20.9% (10/50) make it…
High: 50.0% (25/50) make it…
Based on client market, uniqueness of offer, experience
List Buyers Your Data Cards

List Sellers’ Techniques Space Ads Email Blasts Search Positioning & Highlighting Direct Mail Flyers Contextual Search Broker Meetings SEM/SEO Lead Generation Sales Calls Featured Lists What’s Measurable ? Web Analytics

Projecting Outcomes
List Research Decision Stream
Clicks To Orders Ratio (COR) COR Statistics Broker Survey Statistic = 18.60% N B = 5 Clicks To Orders Ratio = 29.97% N c = 473,322 (6/07 – 5/08) Average TCR 3.3 to 1 Click-Through Rate (CTR) Tests To Continuation Ratio (TCR) CTR Statistics Range (Low) = 0.65% Range (High) = 3.38% Mean = 1.68% Median = 1.27% Correlation Coefficient = 0.96 N i = 1,169,422

4 P’s of List Marketing
P romote your
P roduct (list) in the right
P lace for the right
P rice
50 Lists
x 1.4
70 Recos
x 75%
52 Orders!
Annual Cost = $480
$9.23 Per New List Order
Statistics Active List Titles = 53,444 Active List Managers = 743 Preferred Providers = 87 Clicks = 466,813 Recommendations = 138,320 Clicks Per Title (PPP) = 12.4 Recommendations Per Title (PPP) = 3.6 Lift = 63.6% P roven P referred P rovider P rogram

Demonstration ROI Calculator Go To NextMark http://www.nextmark.com Sell Mailing Lists Put Your Lists on Top List Search Example Go To marketing INFORMATION network http://www.minokc.com/ Free List Finder Search on “Investors”

Questions? Email [email_address] for more information. Special thanks to the brokers from the following companies who participated in the interview process:

Press Release
Press Release!
http://www.nextmark.com/news/pr_08202008.html

List Advertising ROI Webinar

by NextMark on Dec 22, 2008

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