Plan for the Fourth Quarter (783 words)
"There is an increasing amount of information available on outside lists to help marketers do a better job in terms of defining and building selects," DiGuido says.
Indeed, the detail on these rented lists has come a long way. The data on consumer lists vary by source, but generally include demographic information such as age, gender and income. Additional information such as interests and hobbies, intent to purchase and Internet connection speed, among others, also may be included.
Likewise, b-to-b lists may include SIC code, job title, company, industry, company size and purchasing authority information. In addition, lists often include recency selects.
Whether compiled or developed by a company for the purpose of remarketing, more e-mail lists now are becoming available, observes Priore.
The supply of e-mail lists available for rent also has driven down list prices. Indeed, rental costs have greatly decreased during the past few years. Most lists now cost approximately $100/M (down from $200/M to $300/M in the late 1990s), reports Michael Mayor, CEO, NetCreations, an opt-in e-mail marketing firm based in New York City. And like their terrestrial counterparts, many such lists are negotiated off the rate card.
Any e-mail list you rent should have three common denominators, says Mayor, including the following:
1. Permission: Make sure consent has been given to receive third-party offers.
2. Relevance: The interests of the individuals on the list must be relevant to your offer.
3. Recency: E-mail addresses have a life span, and the clock starts ticking once the address is added to the file.
Most list rental is done through permission, although the level of permission may vary depending on the source, points out DiGuido. Marketers, however, generally prefer lists collected using affirmative consent.
This means a consumer has taken some form of action, such as checking a box, indicating his or her willingness to receive third-party offers.