Yunki Kim

Co-registration’s Balancing Act For Beliefnet, an interfaith online media firm, e-mail co-registration—i.e., piggybacking your offer on another company’s registration process—has played a notable role in growing its base of 8 million subscribers with 13 million e-newsletter subscriptions across 22 titles. The publisher derives its revenue from the advertising on its site, so the e-newsletters’ circulation goals are critical to driving a healthy stream of traffic. Target Marketing spoke to Yunki Kim, Beliefnet’s vice president of marketing, who shared his insights on e-mail co-registration. Target Marketing: What’s the basic dynamic of co-registration? Yunki Kim: Unlike other activities where when you pay more you pay

For Beliefnet, an interfaith online media firm, e-mail co-registration—i.e., piggybacking your offer on another company’s registration process—has played a notable role in growing its base of 8 million subscribers with 13 million e-newsletter subscriptions across 22 titles. The publisher derives its revenue from the advertising on its site, so the e-newsletters’ circulation goals are critical to driving a healthy stream of traffic. Target Marketing spoke to Yunki Kim, Beliefnet’s vice president of marketing, who shared his insights on e-mail co-registration. Target Marketing: What’s the basic dynamic of co-registration? Yunki Kim: Unlike other activities where when you pay more you pay for quality, in co-registration you pay

One way to continue to grow your e-mail file is via co-registration programs, where you pay a per-lead fee to another party that lets you include your sign-up offer in its registration process. Obviously, the main piece of data you collect through this type of lead-generation program is prospects’ e-mail addresses, but you can negotiate with co-registration companies to gather more detailed prospecting intelligence. When possible, Yunki Kim, vice president of marketing at Beliefnet, an online publisher of spiritual information and tools, says his firm asks co-registration vendors for prospects’ first names, last names and ZIP codes. This additional insight can help the publisher relay

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