How a Click O’ Meter or Autobot Can Sabotage Your Email Marketing Campaign
Sometimes we have to see things before we believe them, experience something before we feel the sting. Luckily, when working in the technology field, metrics are always there to back up a claim — or dismantle it. A third-party email list rental's credibility lies in its results. Those results give an individual list esteem or shame.
An email data file can be a whole different animal compared to a website’s email list (ones where consumers have happily and knowingly opted into). Many agencies that rep these types of files purchase their data from aggregators, rename them and claim them as their own. This process can work smoothly when agencies are knowledgeable and diligent about the sources and compliance of the emails. Many are not. Sadly, with revenue in the online media services space making the rounds, brokers and their companies are doing everything they can to get their own cut.
Surely a junk file would have its cover blown right away, you say. Not true. In fact, the technology that enlightens can also deceive. Enter the “click o’ meter” or autobot. Either auto-click settings on a computer timer or a paid representative make it look like an email file is performing — i.e., consumers are actually on the receiving end of a campaign, interested and clicking away.
Here’s the simple concept: Just like anywhere in the business world, there are companies ready and willing to take advantage of those who are ill-advised or just not knowledgeable enough about their craft. With a click o’ meter, it's easily done. In order to appear to mailers and advertisers that there's a plethora of interest in their email creative and offers, there are companies out there that will pay a staff of people (sometimes not in the U.S. to avoid legal penalties) to click through emails.