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Ask the Performance Marketer with Mike Sisto

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Mike Sisto, director of performance marketing at MediaWhiz, answers questions on email acquisition and lead quality.

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Ask the Performance Marketer with Mike Sisto

  1. 1. Ask The Performance MarketerEMAIL sales@text-link-ads.com | CALL 877.480.9755 | VISIT www.MediaWhiz.com | FOLLOW @MediaWhizIncMike SistoDirector, Performance MarketingHow do you ensure accountability of affiliates for campaign andcreative materials compliance?We first establish accountability with each affiliate by employing a suite of external and internal toolsto monitor advertisements.We hold publishers accountable for compliance violations. Once our highstandards are made clear, the possibility of losing out on business due to compliance violations exertspressure on affiliates to comply with advertiser guidelines.With adherence, publishers have theopportunity to cultivate a long-term business relationship with MediaWhiz as they continue to pro-vide quality traffic via compliant marketing practices.My company isn’t very familiar with email acquisition marketing. Wheredoes MediaWhiz get its opt-in subscribers and what are theCAN-SPAM-compliance steps we need to adhere to?Our WhiteDelivery™ list management division has arrangements with thousands of publishersto monetize their opt-in email data.These publishers range from finance, dating, news, travel, etc.,and each list’s characteristics are segmented in a manner to match each audience to each adver-tiser in the hopes of acquiring the most customers from each mailing.The tens of millions ofrecords we have access to generally are available on a pay-for-results model, making brandedacquisition campaigns extremely scalable and immediately profitable for marketers.CAN-SPAM-compliance for both WhiteDelivery™ and the advertiser’s brand are of criticalimportance.While federal law requires certain timelines for suppression files and unsubscribelanguage within email creatives, our standards offer higher degrees of respecting consumerprivacy requests.This level of compliance reduces advertiser complaints, improves our reputationwith the major email Internet service providers (ISPs), and maintains brand integrity — all ofwhich produces the greatest amount of consumers with genuine interest in particular offers, andAsk The Performance MarketerEMAIL sales@MediaWhiz.com | CALL 877.480.9755 | VISIT www.MediaWhiz.com | FOLLOW @MediaWhizIncMike SistoDirector, Performance MarketingWe first establish accountability with each affiliate by employing a suite of external and internal tools tomonitor advertisements.We hold publishers accountable for compliance violations. Once our high standardsare made clear, the possibility of losing out on business due to compliance violations exerts pressure onaffiliates to comply with advertiser guidelines.With adherence, publishers have the opportunity to cultivate along-term business relationship with MediaWhiz as they continue to provide quality traffic via compliantmarketing practices.My company isn’t very familiar with email acquisition marketing. Where doesMediaWhiz get its opt-in subscribers and what are the CAN-SPAM-compliance stepswe need to adhere to?Our email management team has arrangements with thousands of publishers to monetize their opt-in emaildata.These publishers range from finance, dating, news, travel, etc., and each list’s characteristics are segmentedin a manner to match each audience to each advertiser in the hopes of acquiring the most customers fromeach mailing.The tens of millions of records we have access to generally are available on a pay-for-resultsmodel, making branded acquisition campaigns extremely scalable and immediately profitable for marketers.CAN-SPAM-compliance for both MediaWhiz and the advertiser’s brand are of critical importance.Whilefederal law requires certain timelines for suppression files and unsubscribe language within email creatives, ourstandards offer higher degrees of respecting consumer privacy requests.This level of compliance reducesadvertiser complaints, improves our reputation with the major email Internet service providers (ISPs), andmaintains brand integrity — all of which produces the greatest amount of consumers with genuine interest inparticular offers, and opts them out quickly when there isn’t an affinity.How do you optimize the lead quality over time?Web traffic is not a one-size-fits-all pool. Having thousands of disparate audience segments to market an offerto, MediaWhiz’s media planners take the first step of strategic campaign analysis.With more than a decade ofpast performance metrics to cull from, our team has the directional insights for each category of offer fromthe outset, thereby placing new campaigns into environments where profitable acquisitions have historicallyoccurred.These placements, over time, could further be whittled down to the cream-of-the-crop withfrequent collaboration with the advertiser on their lead-nurturing efforts per traffic source. Our employmentof industry-standard URL, subID and transaction ID recordkeeping makes for a start good and ensures ourclients receive high-quality leads.Mike Sisto, MediaWhiz’s director of performance marketing, has worked in perfor-mance marketing for 14 years. He’s seen it all, from the earliest days of the industry tothe current evolution in which media, mobile, content, SEO and many other digitalmedia channels are mixed together. Needless to say, he knows how to help his clientsHow do you ensure accountability of affiliates for campaign and creative materials compliance?

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