E-mail Co-registration: A Data Collection Tip
One way to continue to grow your e-mail file is via co-registration programs, where you pay a per-lead fee to another party that lets you include your sign-up offer in its registration process. Obviously, the main piece of data you collect through this type of lead-generation program is prospects’ e-mail addresses, but you can negotiate with co-registration companies to gather more detailed prospecting intelligence.
When possible, Yunki Kim, vice president of marketing at Beliefnet, an online publisher of spiritual information and tools, says his firm asks co-registration vendors for prospects’ first names, last names and ZIP codes. This additional insight can help the publisher relay more specific Web site traffic demographics to its online advertisers, thus enabling this group to make more sound media placement decisions.
Of course, Kim points out, marketers can ask co-registration partners to attempt to collect almost any data desired, but this information doesn’t come cheap. Co-registration companies charge for every data box added to their sites’ registration forms, he explains, so you have to determine what this information is worth to you and how soon you need it. “For example, if you’re thinking that you could send out an e-mail blast [to co-registration leads] and, through a sequence of events, collect this information, then you could do this and most likely the information will be a lot more accurate [than if the co-registration vendor collects it]. But if you plan on doing multichannel marketing, then you might want [the data] right away,” he states.
Yunki Kim can be reached at (917) 472-3036.