E-mail: Court Your Prospects
Of all the tactics marketers can use to grow their business, one always rises to the top: Market to your house lists.
A marketer’s house lists are made up of individuals who overtly have requested to receive communications. They are customers and warm prospects. They should be the most responsive group a marketer can reach with a message.
To put it simply, they are people who have asked to have a relationship with your brand. Relationships are not to be taken lightly. In today’s cluttered media marketplace, reaching a group of individuals who have raised their hands to show interest in starting a relationship with your brand is increasingly valuable. However, there are three major concepts that need to be considered here:
1. How do you find the most qualified individuals to invite into a relationship?
2. How do you best deliver on that relationship to create maximum shared value between brand and individual?
3. How do you scale your effort to an optimal volume?
Marketers are faced with the challenge of finding the best methods and tactics to grow their in-house e-mail, telemarketing and postal lists. When starting these relationships through online, permission-based acquisition of prospects’ and customers’ personal information, marketers achieve the best results by testing multiple tactics and tweaking accordingly. First, they should identify the right online tactics to test. These typically include online display media, search, co-marketing partnerships, viral programs and co-registration (the act of riding along with someone else’s registration).
I’ve found that co-registration, when strategically planned and flawlessly executed, is always one of the hands-down winners; it brings in the greatest volume of opt-in individuals in the most efficient way, and provides the best ROI. Co-reg (as it informally is called) commonly is priced on a cost-per-acquisition basis, meaning a marketer only pays when it receives a new individual (incremental to the current in-house database) who meets the quality criteria it specified.
Josh Perlstein has more than 20 years of experience in the digital marketing space and is the CEO of Response Media, a digital and direct CRM agency that combines customer acquisition and lead generation with intelligent and relevant email marketing. Its proven approach integrates data-driven strategy, performance-based media, marketing automation, and behavioral email marketing to deliver tangible results for its clients in customer growth, loyalty, and ROI. Josh has amassed diverse experience in digital media and relationship marketing for some of the world’s largest advertisers and most successful brands, pioneering best-of-class consumer acquisition, brand partnerships, and relationship marketing platforms for the likes of Procter & Gamble, Pampers, Enfamil, Anheuser-Busch, Red Bull, Coca-Cola, ConAgra Foods, IBM, Disney, and Capital One.