E-commerce Link: Reaching Out
As digital marketing continues to grow, it's important to use a variety of online channels to your advantage for maximum outreach. But for this column, let's focus on email and its usefulness in prospecting. As a caveat, this doesn't work for every marketer, but there are ways to improve your odds for success. Specifically, I'll examine the components that are important to any email acquisition campaign.
Let's start with the key components for success—the lists, offer and creative as they contribute to motivating response. In direct mail, there is debate about the successful mix of these three components, and you'll find many mailers use the 40/40/20 rule, while some will use the 70/20/10 rule. The rules really aren't that much different for email.
1. Email Lists
Most good lists are available on a cost-per-thousand (CPM) basis. There are some lists available on a cost-per-lead or cost-per-click basis, but, generally, the quality of those names will be inferior. The average email CPM for business lists is $279 and $112 for consumer lists.
That may sound expensive, but it's important to actually increase your costs and select within the overall list. This allows you to be more targeted; the more you can focus your marketing message on the right audience, the better your results will be. Primary considerations:
• Find a good email list broker. This is not an easy task, but one consideration might be that the broker is a member of the Direct Marketing Association. The DMA operates with rules and ethical principles, and membership provides at least some pre-screening. If you already have a relationship with a list brokerage company, ask to contact its email experts.