Not Just a Shot in the Dark
Marry that demographic data with the behavioral data you have collected from mailing. Now you have a profile behind a name, say, "classical fans who are repeat clickers and one-time buyers."
Let's face it: The days when you could make $100, $50 or even $20 per thousand from a list of random
e-mail addresses with limited demographics and behavior history are over—a casualty of the dot-com frenzy that we all witnessed in the late 1990s.
The reality today is that these lists crowd the market, and there is fierce competition to market them to the remaining e-commerce companies and any other acquisition-minded prospects.
Does this make e-mail marketing less important and valuable than it was just a year or two ago? No. Rather, it just makes it more interesting.
How do you make your e-mail list more profitable for you and more attractive to renters? Following are some final tips:
As president of LiveIntent, Dave Hendricks devises corporate strategies and tries to simplify marketing language. Before growing LiveIntent, Dave was executive vice president (EVP) of operations at PulsePoint (then known as Datran Media), where he worked alongside LiveIntent chief executive (CEO) Matt Keiser and ran Datran's ESP StormPost (nka PostUp). A member of the founding executive team at ExperianCheetahMail, Dave began his email adventure at Pioneering ESP MessageMedia. Dave was named one of Business Insider's "Top 100 Technologists" in 2011 and Alley Watch claimed he was one of 15 people "changing advertising" in 2014. He plays electric guitar and you should follow him on Twitter @davehendricks.