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List Advertising ROI Webinar


Published on

Measurable List Marketing

Understanding List Buyer Behavior (List Brokers)
Review List Seller Techniques (List Managers)
- Email Blasts
- Search Engine Optimization
- Space Advertising
- Contextually Targeted Search
- List Research Positioning & Highlighting
- Broker Meetings
- Sales Calls (Seasonality, Test Follow-Up)
- Direct Mail
- Lead Generation Programs
- Projecting List Rental Outcomes (Return on Investment)
- Start With Best Fit For Broker Buyer Behavior (BBB)
- Build Projection Model
- Sample Template:
- Apply Historical Data
- ROI Scenario Analyses
- Test Program(s) and Apply Actual Results To Projection Model

Published in: Business, Technology
  • Here's a video on how list managers are getting their files noticed on free list search engines:

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List Advertising ROI Webinar

  1. 1. <ul><li>Welcome To </li></ul><ul><li>“ Your List Advertising ROI” </li></ul><ul><li>30 Minute Webinar </li></ul><ul><li>We’ll Be Starting Shortly… </li></ul><ul><li>Hosted by: </li></ul>
  2. 2. Your List Advertising ROI <ul><li>Agenda </li></ul><ul><li>Understanding List Buyers/Brokers </li></ul><ul><li>Review List Sellers’ Techniques </li></ul><ul><li>Projecting List Revenue Outcomes (ROI) </li></ul><ul><li>Open Line For Questions & Answers </li></ul><ul><li>At any time during or after this webinar, you may </li></ul><ul><li>email [email_address] for more information. </li></ul>
  3. 3. Understanding List Buyers/Brokers <ul><li>Usage Is Key! </li></ul><ul><li>“ If someone else is using the list successfully, then it reduces my exposure with the client and adds credibility to my recommendation.” </li></ul><ul><li>New Lists Trump Rebranded Titles </li></ul><ul><li>“ New lists to market, especially response lists, are always on my radar; I’ll pay attention if it’s new.” </li></ul><ul><li>Don’t “Peddle Your Wares” </li></ul><ul><li>“ 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.” </li></ul><ul><li>Rollout Potential </li></ul><ul><li>“ If there isn’t a sufficient universe for rollout, then I’m not going to include the test unless it’s a perfect fit.” </li></ul>
  4. 4. Understanding List Buyers/Brokers <ul><li>Avoid The Fluff! </li></ul><ul><li>“ 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.” </li></ul><ul><li>It Depends On The Campaign </li></ul><ul><li>“ 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.” </li></ul><ul><li>Timing Is Everything </li></ul><ul><li>“ 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!” </li></ul><ul><li>Targeting In Tough Times </li></ul><ul><li>“ Only targeted lists make it in right now – I’m less open to recommending lists from secondary markets to test.” </li></ul>
  5. 5. Understanding List Buyers/Brokers <ul><li>Dip Into The Down Time! </li></ul><ul><li>“ &quot;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.“ </li></ul>
  6. 6. Understanding List Buyers/Brokers <ul><li>List Research Channels </li></ul><ul><li>NextMark Meridian Interface (Paid) </li></ul><ul><li>NextMark mIn IDC Interface (Paid) </li></ul><ul><li>SRDS DirectNet & DMLS (Paid) </li></ul><ul><li>Public List Management Sites (Free) </li></ul><ul><li>Public NextMark Sites (Free) </li></ul><ul><li>Licensed Data (Paid) </li></ul><ul><li>New Test Recommendations </li></ul><ul><li>Data Card Evaluation (Broker Interviews) </li></ul><ul><ul><li>Low: 2.0% (1/50) make it to the recommendation </li></ul></ul><ul><ul><li>Average: 20.9% (10/50) make it… </li></ul></ul><ul><ul><li>High: 50.0% (25/50) make it… </li></ul></ul><ul><li>Based on client market, uniqueness of offer, experience </li></ul>List Buyers Your Data Cards
  7. 7. 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
  8. 8. Projecting Outcomes <ul><li>List Research Decision Stream </li></ul>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
  9. 9. 4 P’s of List Marketing <ul><li>P romote your </li></ul><ul><li>P roduct (list) in the right </li></ul><ul><li>P lace for the right </li></ul><ul><li>P rice </li></ul><ul><li>50 Lists </li></ul><ul><li>x 1.4 </li></ul><ul><li>70 Recos </li></ul><ul><li>x 75% </li></ul><ul><li>52 Orders! </li></ul><ul><li>Annual Cost = $480 </li></ul><ul><li>$9.23 Per New List Order </li></ul>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
  10. 10. Demonstration ROI Calculator Go To NextMark Sell Mailing Lists Put Your Lists on Top List Search Example Go To marketing INFORMATION network Free List Finder Search on “Investors”
  11. 11. Questions? Email [email_address] for more information. Special thanks to the brokers from the following companies who participated in the interview process:
  12. 12. Press Release <ul><ul><li>Press Release! </li></ul></ul><ul><ul><li> </li></ul></ul>