eMarketing Techniques Conference_Email Lists For Prospecting


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Ilene Scwartz, Senior Account Director with Kroll Direct Marketing discusses using eMail List for Prospecting at the eMarketing Techniques Conference at Corporate College. Brought to you by the Key Entrepreneur Development Center.

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  • eMarketing Techniques Conference_Email Lists For Prospecting

    1. 1. How to Find and Use Email Lists for Prospecting Presented by Ilene Schwartz Senior Account Director
    2. 2. Prospect Email Lists <ul><li>Is it legal/ethical to use someone else’s email list(s) for prospecting? YES </li></ul><ul><li>Can I get email lists that target my market/industry? YES </li></ul><ul><li>What rules/regulations/laws apply when using third party (someone else’s) email lists? Compliance with the CAN Spam Act of 2003 – </li></ul><ul><li>Effective January 1,2004 </li></ul><ul><li>Email marketers can send unsolicited commercial email as long as it adheres to three basic types of compliance as defined in the CAN Spam Act. </li></ul>
    3. 3. Prospect Email Lists <ul><li>Unsubscribe Compliance </li></ul><ul><li>A visible and operable unsubscribe mechanism is present in all emails </li></ul><ul><li>Opt out requests are honored within 10 days of receipt </li></ul><ul><li>Opt out lists, also known as suppression lists are only used for compliance purposes </li></ul><ul><li>Must be able to process unsubscribes for at least 30 days </li></ul><ul><li>Content Compliance </li></ul><ul><li>Accurate FROM lines </li></ul><ul><li>Relevant SUBJECT lines </li></ul><ul><li>No false or misleading information </li></ul>
    4. 4. Prospect Email Lists <ul><li>A legitimate physical address of the list owner and/or advertiser is present </li></ul><ul><li>(no P.O. boxes) </li></ul><ul><li>A label is present if the content is adult </li></ul><ul><li>Sending Behavior Compliance </li></ul><ul><li>Message cannot be sent through an open relay </li></ul><ul><li>Message cannot be sent to a harvested email address </li></ul><ul><li>Message cannot contain a false header </li></ul>
    5. 5. Customer Email Lists <ul><li>There are no restrictions against a </li></ul><ul><li>company emailing its existing customers </li></ul><ul><li>or anyone who has inquired about its products or services as this constitutes a “prior relationship” under CAN Spam </li></ul><ul><li>Link to CAN Spam Act </li></ul><ul><li>http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtmwww </li></ul>
    6. 6. List Owners Calls the Shots <ul><li>List Owner – The Final Decision Maker </li></ul><ul><li>May be a list compiler such as Dunhill or Experian </li></ul><ul><li>May be a newsletter or trade publisher, internet site </li></ul><ul><li>No legitimate provider/owner of email lists will release their email list directly to the end user. If you want to use email addresses that you do not own, you must create your message and send it to the list owner or their designated representative for deployment. </li></ul><ul><li>Although different list owners have slightly different rules/interpretations of CAN Spam, if you want to use their lists, you must follow their requirements. </li></ul>
    7. 7. Typical Requirements <ul><li>Create your message in both html and text format. </li></ul><ul><li>Submit as attachment </li></ul><ul><li>Include your complete postal address in the body copy of your message (no P.O. boxes) </li></ul><ul><li>Include an opt out link or unsubscribe link in your message that enables recipients to opt out of future email communication from your company </li></ul>
    8. 8. Typical Requirements <ul><li>Submit an up to date suppression file/list with </li></ul><ul><li>every email broadcast order </li></ul><ul><li>What is a Suppression File? </li></ul><ul><li>Email addresses of people who have asked not to receive email messages from your company – excel file </li></ul><ul><li>This list of email addresses is then “suppressed” from the list owner’s names. </li></ul><ul><li>No Suppression List? </li></ul><ul><li>Simply submit written note/letter indicating you do not have a suppression file and/or sign waiver </li></ul>
    9. 9. Typical Requirements <ul><li>Include/submit test addresses – your email address and others in your company who must see and approve the message prior to final release </li></ul><ul><li>TIP # 1 - Include test addresses at various domains, Yahoo, AOL, EarthLink, etc as well as your company domain. </li></ul><ul><li>Include/create copy for the “From Line” and “Subject Line” </li></ul><ul><li>Some list owners require the “from line” to be from the advertiser/representative </li></ul><ul><li>Other list owners have standard from lines…examples: Business Week, IDG – </li></ul><ul><li>Tell them to track your click throughs and links </li></ul>
    10. 10. Typical Requirements <ul><li>Most list owners include an opt out link/unsubscribe message/footer. </li></ul><ul><li>Other list owners do not require a separate opt out from the advertiser/list user </li></ul>
    11. 11. What’s a List Manager? <ul><li>Hired by the List Owner – Functions Like A “Manufacturers Rep” Often Has Exclusive Relationship </li></ul><ul><li>Services Include: </li></ul><ul><li>Email list sales & marketing, broadcasting messages. </li></ul><ul><li>In depth knowledge of the properties represented </li></ul><ul><li>Handle all billing & collections </li></ul><ul><li>Financial reporting to list owner </li></ul>
    12. 12. What is a List Broker ? <ul><li>List Broker – Media Buyer of Lists </li></ul><ul><li>Services Include: </li></ul><ul><li>List research & recommendations </li></ul><ul><li>Complete email plans </li></ul><ul><li>Obtaining counts, pricing </li></ul><ul><li>Order placement, tracking </li></ul><ul><li>All customer service functions </li></ul><ul><li>Services are FREE of Charge </li></ul><ul><li>Broker Commissions are Paid </li></ul><ul><li>By List Owners </li></ul>
    13. 13. So, Why Not Always Use A Broker? It’s FREE <ul><li>Final Decision/Responsibility is Yours </li></ul><ul><li>For Small, Niche Marketers </li></ul><ul><li>There may only be a few email lists of interest. May be an advantage to establish direct relationships with organizations/publications to arrange possible trades </li></ul><ul><li>For Low Volume Orders </li></ul><ul><li>Brokers may not take the time and effort needed to research the best lists for your needs </li></ul><ul><li>Some earn better commissions on specific lists and may tend to “push” those lists first, even if they aren’t the best! </li></ul>
    14. 14. What’s a Data Card <ul><li>Data Cards - Media Sheets </li></ul><ul><li>Featuring List Information </li></ul><ul><li>Includes basic information such as: </li></ul><ul><li>List name, date of last update </li></ul><ul><li>Quantity of names/breakdown of counts </li></ul><ul><li>Source/media and selection criteria </li></ul><ul><li>Tremendous variations </li></ul><ul><li>Pricing and MINIMUM ORDER </li></ul><ul><li>All Email Lists Have Some Sort Of Minimum Order, Generally Between 3000 and 10,000 Names or </li></ul><ul><li>$900 - $2500 </li></ul>
    15. 15. Four Primary List Sources <ul><li>Tip # 2 </li></ul><ul><li>Regardless of whether you are looking for postal, phone or email lists, the most important criteria is source or media, finding out exactly how the list was built </li></ul><ul><li>There are four primary sources of email lists: </li></ul><ul><li>Compiled – Internet Sourced </li></ul><ul><li>Direct Response </li></ul><ul><li>Subscriber – Consumer or B to B </li></ul><ul><li>Multi – Sourced </li></ul>
    16. 16. INTERNET SOURCED <ul><ul><li>Data Collected on a Web Site </li></ul></ul><ul><ul><li>Get more information </li></ul></ul><ul><ul><li>Find out exactly how the data is collected </li></ul></ul><ul><ul><li>Go on the site yourself and try the sign in process </li></ul></ul><ul><ul><li>Keep asking - be suspicious if the list manager/owner </li></ul></ul><ul><ul><li>can’t/won’t tell you names of Web sites where the data is collected </li></ul></ul><ul><ul><li>Types of Email Lists Defined </li></ul></ul><ul><li>Permission Based – the box is pre-checked. Majority </li></ul><ul><li>Opt in – Person “supposed to” check the box </li></ul><ul><li>Double Opt In – opted in, sent an email to verify opt in and must opt in again. Highest quality </li></ul>
    17. 17. COMPILED LISTS <ul><li>Consumer Compiled </li></ul><ul><li>The majority of consumer email address lists are compiled from online resources, particularly online survey sites and enewsletters </li></ul><ul><li>If the email address is accompanied by a postal address, the list can often be “overlaid” with additional demographics such as geography, age, income, areas of interest, no. of children in the household, ethnicity, home ownership, etc. </li></ul><ul><li>Business Compiled Lists </li></ul><ul><li>Compiled from association rosters, directories, state licensing records, any resource where email addresses are listed, including online resources. Typically fewer demographic overlays are available </li></ul>
    18. 18. COMPILED LISTS <ul><li>Update Schedules </li></ul><ul><li>Perhaps more important, when did the email address/consumer come onto the list – how long have they been on the list. </li></ul><ul><li>Example – Ailment email list - Diabetes vs. vision correction </li></ul><ul><li>Trigger Data- Hotlines </li></ul><ul><li>B-to-B or Consumer – By the very nature of the data, there is an indication/implication of additional activity to follow. </li></ul><ul><li>Examples include: </li></ul><ul><li>New phone connects (business or consumer) </li></ul><ul><li>New mortgages, homeowners </li></ul><ul><li>Hotlines – 30/60/90 Day – Great select </li></ul>
    19. 19. COMPILED LISTS <ul><li>Advantages </li></ul><ul><li>“ Typically” less expensive </li></ul><ul><li>No issues with competitive offers/clearances </li></ul><ul><li>Disadvantages </li></ul><ul><li>Data may not be as up to date as other resources </li></ul><ul><li>Selectivity is limited, particularly on the business-to-business files </li></ul><ul><li>Often cannot penetrate company by job functions </li></ul><ul><li>TIP # 2 </li></ul><ul><li>Some list managers represent the same compiled lists called by different names. The list manager may not be allowed to reveal the actual source of the list for contractual reasons. Ask about duplication, don’t deploy same day! </li></ul>
    20. 20. DIRECT RESPONSE LISTS <ul><li>B-to-B or Consumer </li></ul><ul><li>Responded to “something” </li></ul><ul><li>Most often these are internet responders </li></ul><ul><li>Product offer/book/training buyers/inquirers </li></ul><ul><li>TIP # 3 </li></ul><ul><li>Buyers vs. Inquirers </li></ul><ul><li>On many of these lists, buyers and inquirers are merged together. </li></ul><ul><li>Buyers are better. Ask if the buyers can be </li></ul><ul><li>selected separately. </li></ul>
    21. 21. DIRECT RESPONSE LISTS <ul><li>Advantages </li></ul><ul><li>Considered “more responsive” </li></ul><ul><li>Past behavior an indication of future behavior </li></ul><ul><li>Disadvantages </li></ul><ul><li>Quantities may be too low to get a minimum order from </li></ul><ul><li>one list </li></ul><ul><li>Limited selectivity </li></ul><ul><li>Responded to what? </li></ul>
    22. 22. SUBSCRIBER LISTS <ul><li>Consumer </li></ul><ul><li>Source is typically paid or free newsletters – Bottom Line Personal, investment newsletters, online newsletters, Best Life, Healthy Aging, e-diets, etc </li></ul><ul><li>Anyone who pays for a subscription is on the list. Online subscriptions are often free of charge. </li></ul><ul><li>No demographics except what has been overlaid but, obvious/implied interest in certain areas </li></ul><ul><li>Due to DNC legislation, consumer email addresses may be viable option to consumer phone numbers. </li></ul>
    23. 23. SUBSCRIBER LISTS <ul><li>B-to-B </li></ul><ul><li>Extensive demographics, collected based on the market served </li></ul><ul><li>Controlled circulation – BPA/publisher’s audit </li></ul><ul><li>Trade publications – Offer unique selects, not available elsewhere – print/online distinction </li></ul><ul><li>Typically reaching someone actively involved in their industry </li></ul><ul><li>Can be harder to reach minimum order </li></ul><ul><li>TIP # 4 </li></ul><ul><li>Ask for the subscription forms to see how the data is collected. Go online and sign up! </li></ul>
    24. 24. MULTI - SOURCED <ul><li>Combination of Any/All </li></ul><ul><li>Sources Previously Mentioned </li></ul><ul><li>Often difficult to tell what is the primary source </li></ul><ul><li>List manager will not or cannot reveal the primary source </li></ul><ul><li>Most likely includes a significant quantity of compiled names </li></ul>
    25. 25. Data Cards - Examples <ul><li>ABC DIRECT EMAIL DIALUP USERS BY INTERNET SERVICE 04/13/2008 PAGE 1 </li></ul><ul><li>M109037 </li></ul><ul><li> 499,222 Monthly Hotline +$10/M ----------- DATE ----------- </li></ul><ul><li> 52,059,615 Total Email Dialup Users $75/M 11/08/07 UPDATED </li></ul><ul><li> Canadian +$10/M 03/20/08 CONFIRMED </li></ul><ul><li> Special Fundraising Rate $65/M </li></ul><ul><li> Counts Thru 11/07/2007 - ------ UNIT OF SALE ------- </li></ul><ul><li> $12.00 - $20.00 </li></ul><ul><li> </li></ul><ul><li> TITLE: ABC DIRECT EMAIL DIALUP USERS BY ---------- MEDIA ----------- </li></ul><ul><li> INTERNET SERVICE PROVIDERS DIRECT RESPONSE FROM ISP </li></ul><ul><li> SERVERS </li></ul><ul><li> Consumers who are current subscribers to an </li></ul><ul><li> Internet dial-up service for a monthly fee. -------- ADDRESSING -------- </li></ul><ul><li> These buyers are from the world's largest EMAIL DELIVERY </li></ul><ul><li> Internet access providers such as AOL, </li></ul><ul><li> CompuServe, Prodigy, and other ISPs. ---- ADDITIONAL CHARGES ---- </li></ul><ul><li> $10.00 Age </li></ul><ul><li> National and local media outlets can take $10.00 Childs Age Range </li></ul><ul><li> advantage of dialup penetration in their $10.00 Age Range </li></ul><ul><li> markets and with the expanded creativity of $10.00 Ethnic/Ethnicity </li></ul><ul><li> rich content to reach this valuable consumer $10.00 Home Owner </li></ul><ul><li> group with they're content and advertising. $10.00 Income Select </li></ul><ul><li> $10.00 Marital Status </li></ul><ul><li> $10.00 Phone Number </li></ul><ul><li> Additional Charges: $10.00 One Name per Location </li></ul><ul><li> Internet Service Providers @ $10/M $10.00 Income Range </li></ul><ul><li> Purchase History Information $10.00 Lifestyle </li></ul><ul><li> Salutation Personalization @ $5/M $10.00 Household Income </li></ul><ul><li> Tracking and Reporting @ N/C $10.00 Demographic </li></ul><ul><li> $10.00 Canadian </li></ul>
    26. 26. Data Cards - Examples <ul><li>CONTINUING EDUCATION INQUIRES AND BUYERS 04/13/2008 PAGE 1 </li></ul><ul><li>M127838 </li></ul><ul><li> 73,552 Feb 2008 Monthly Hotline $95/M ----------- DATE ----------- </li></ul><ul><li> 3,105,269 Total Inquires and Buyers $90/M 03/10/08 UPDATED </li></ul><ul><li> Email Addresses $125/M 03/20/08 CONFIRMED </li></ul><ul><li> Phones $125/M </li></ul><ul><li> Fundraising $65/M ------- UNIT OF SALE ------- </li></ul><ul><li> Counts Thru 03/10/2008 $100.00 AVERAGE </li></ul><ul><li> $19.00 - $200.00 </li></ul><ul><li> </li></ul><ul><li> All of these responsive consumers have looked ---------- GENDER ---------- </li></ul><ul><li> to better their life and incomes with a better 45% MALE 50% FEMALE </li></ul><ul><li> career learning and training at home. Most </li></ul><ul><li> have inquired for information and some have ---------- MEDIA ----------- </li></ul><ul><li> actually completed their at home degrees. DIRECT RESPONSE </li></ul><ul><li> </li></ul><ul><li> These responsive consumers have all either -------- ADDRESSING -------- </li></ul><ul><li> inquired or purchased a train at home or MAG TAPE OR CARTRIDGE </li></ul><ul><li> computer education kit. They all want to </li></ul><ul><li> further their education by becoming a medical ---- ADDITIONAL CHARGES ---- </li></ul><ul><li> asst, computer, security, accounting, heating $6.00 Age </li></ul><ul><li> & AC, and much more. $6.00 Home Owner </li></ul><ul><li> $6.00 Income Select </li></ul><ul><li> $6.00 Marital Status </li></ul><ul><li> $42,000 Average income $6.00 Length of Residence </li></ul><ul><li> $6.00 Dwelling Size/Type </li></ul><ul><li> Updated monthly. $6.00 SCF </li></ul><ul><li> $6.00 State </li></ul><ul><li> Last Update: 03/10/2008 $6.00 Zip </li></ul><ul><li> Next Update: 04/10/2008 N/C Keying </li></ul><ul><li> ------ MINIMUM ORDER ------- </li></ul><ul><li> 5,000 </li></ul><ul><li> </li></ul>
    27. 27. Data Cards - Examples <ul><li>HOTEL AND MOTEL MANAGEMENT EMAIL ADDRESSES 04/13/2008 PAGE 1 </li></ul><ul><li>M066498 </li></ul><ul><li> 15,810 Active Subscriber Email $425/M ----------- DATE ----------- </li></ul><ul><li> Addresses 05/01/07 UPDATED </li></ul><ul><li> Counts Thru 04/2007 06/19/07 CONFIRMED </li></ul><ul><li> </li></ul><ul><li> ------- UNIT OF SALE ------- </li></ul><ul><li> (Formerly: Hotel & Motel Management Email N/C </li></ul><ul><li> Advanstar) </li></ul><ul><li> ---------- MEDIA ----------- </li></ul><ul><li> Published by Questex Media. CONTROLLED CIRCULATION </li></ul><ul><li> </li></ul><ul><li> Hotel and Motel Management (formerly owned by -------- ADDRESSING -------- </li></ul><ul><li> Advanstar Communications) reaches lodging EMAIL DELIVERY </li></ul><ul><li> personnel who are decision makers primarily in </li></ul><ul><li> corporate & operations management, sales/ - --- ADDITIONAL CHARGES ---- </li></ul><ul><li> marketing and food and beverage management. $15.00 Job Title </li></ul><ul><li> $15.00 Bus/Industry Type </li></ul><ul><li> Questex Media Group, Inc is a global, $15.00 SCF </li></ul><ul><li> diversified B2B integrated media provider, $15.00 State </li></ul><ul><li> serving multiple industries including $15.00 Zip </li></ul><ul><li> technology, beauty, travel, hospitality, $3.00 Keying </li></ul><ul><li> leisure, home entertainment, industrial and </li></ul><ul><li> specialty services through a range of well- ------ MINIMUM ORDER ------- </li></ul><ul><li> established, market-leading publications, 5,000 </li></ul><ul><li> events, interactive media and integrated </li></ul><ul><li> marketing services. The company's current </li></ul><ul><li> properties include 23 trade publications, 50 </li></ul><ul><li> websites and 25 conferences and tradeshows. </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    28. 28. Deliverability <ul><li>Deliverability Reports </li></ul><ul><li>Once you have approved the test and the broadcast goes out, request a transmission and tracking report. </li></ul><ul><li>Tracks open rates and click throughs </li></ul><ul><li>Only pay for delivered emails once you reach minimum order </li></ul><ul><li>Spam Filters </li></ul><ul><li>Impossible to tell exactly what is really getting through. </li></ul><ul><li>If the ROI is acceptable, keep using the list </li></ul>
    29. 29. Response Rates <ul><li>Comparable to postal – ½% to 2% </li></ul><ul><li>Can be higher on a quality, targeted B-to-B list featuring a </li></ul><ul><li>tech offer, webinars, software download </li></ul><ul><li>TEST, TEST, TEST </li></ul><ul><li>Test a smaller quantity. The only way to determine if email is right for you is to measure the return on your investment </li></ul>
    30. 30. Email Appends <ul><li>You can get email addresses appended to your postal list </li></ul><ul><li>May be worthwhile if you have a substantial size postal list </li></ul><ul><li>Minimum set up fees </li></ul><ul><li>Depending on data submitted, expect a 5% – 20% match rate </li></ul>
    31. 31. LIST RESEARCH <ul><li>How Do Brokers Find Lists </li></ul><ul><li>mIn – Marketing Information Network </li></ul><ul><li>SRDS Online </li></ul><ul><li>Nextmark </li></ul><ul><li>How Can You Find Lists </li></ul><ul><li>Associations/trade magazines </li></ul><ul><li>Try for swaps </li></ul><ul><li>Go to the library – use SRDS </li></ul><ul><li>Direct Mail Edition </li></ul>
    32. 32. LIST RESEARCH <ul><li>SRDS Direct Mail Edition is available at the Cleveland Public Library – Excellent resource and sometimes easier to use than online search tools </li></ul><ul><li>Sign up for DM News, Direct Listline, Target Marketing Online, etc, </li></ul><ul><li>Call vendors/compilers and request information </li></ul>