Emerging online strategies such as co-registration (a referral tactic), click-to-call technology (a tool for live leads) and e-mail exchanges (a targeted approach), can generate new leads at low costs. Contrary to popular belief, cost-per-lead marketing can be used within very tight target audiences by working with category-specific sites.
Try a dry offer rather than an incentive offer, because the leads that are generated via these strategies are more highly responsive. Since you are paying for the leads on a cost-per-lead basis, your goal should not be to get the most leads, but to get the most qualified leads. It is helpful to use an autoresponder to make contact after a lead is generated. This can can improve response rates by 45 percent.
Jay Schwedelson is corporate vice president of Worldata, a Boca Raton, Fla.-based direct and interactive marketing services firm that specializes in lists and data. He can be reached via e-mail at firstname.lastname@example.org
(This information appeared in the DMA07 Show Daily during the Direct Marketing Association’s annual conference. It is based on Schwedelson’s session, “Emerging Trends—Co-Registration, Click-to-Call, E-mail Exchanges and More!”)