Anatomy of an E-mail Data Card
Business-to-business lists share details on titles, purchasing authority, education levels, age, availability of business address, and more.
Another similarity to postal address lists is the proffering of insights on what offers are likely to appeal to individuals on the file. However, many do not share usage on the data card.
One final file characteristic to look for is percentage of the addresses that can view HTML; if this detail is not provided, be sure to ask.
Selects are a critical tool in pulling out the segments of a file that will work best for the prospecting company's offer. The kind of selects made available and the CPM for each varies per list—just as it does for postal address lists.
The most typical selects offered are: age; gender; age/gender of children; SCF (sectional center facility); state; ZIP; household income; credit card buyers; source; hotline (monthly, 3-mo., 6-mo.); title/function; ethnicity; paid status; and run charges.
Some additional charges that marketers may encounter deal with enhancement of the e-mail transmission, such as personalization, HTML creative and additional tracking on click-throughs.
The minimum number of addresses marketers must rent is either 5,000 or 10,000 names. The former or latter count depends on the size of the list.
Occasionally, owners/managers put a cap on the maximum number of addresses a marketer can rent for a test or even a rollout—likely a safeguard that prevents list fatigue and customer backlash against aggressive
A hodge-podge of stipulations and policies can be found in this section, which truly varies according to list owner and manager.
Some common ground is that no one offers net name deals. E-mail lists are fairly young and not as plentiful as postal address lists, so it's not likely the rate of duplication will be high.
Another standard tenet is that all list managers and owners want sample creative to review before the broadcast, which is handled by the manager or its e-mail vendor. No lists are released to the renter.