Buying Names: Append, List Rental + Co-Registration Realities

Transcription

1 Buying Names: Append, List Rental + Co-Registration Realities More data on this topic available from:: Patricia Maguire Director of Marketing Entertainment Publications Tuesday, March 6, 2007 Entertainment Book More data on this topic available from:: America s favorite source of discounts Over 155 different editions Sold direct via online, print, , direct mail, broadcast and more Entertainment.com has additional discounts and offers as added membership benefit Popular with Soccer Moms and Young Seniors Higher Income, seeking value 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 1

2 WHY ARE WE HERE.? Because we don t want to be labeled an uncontrollable SP _ More data on this topic available from:: SPENDER! 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 2

3 WILL IT FIT? Know your target audience; match variables to list What is the source? Preference (Customer) Behavioral (Site) Demo (Append) Careful: Artists can come from clipart.com Define your prospecting goals Buy Something Easier to do with higher margins Lead Generation Control, manage, cost can work Be Relevant They don t know you Consider ISP content analysis 3

4 PAY MORE FOR VALUE If you pay nearly nothing, that is what you will get Always buy double-opt in $1/M is tempting but trying to overcome poor response rates with volume is a spammer recipe Buy more variables and test backwards for target CPS $75/M $50/M $25/M $10/M Run if you hear Didn t perform due to weak offer Consider retouch programs to reduce cost 4

5 THAT (AD)DRESS IS SO YESTERDAY Are you renting names 30 days or 30 months old? Performance can decline rapidly Opt-in recall Lots of wear-out in meantime May be okay test and save Avoid test euphoria The 10k test performs well Rollout to 500k tanks why? IS IT OUT OF STYLE? Ask provider for creative opinion What works for house file usually won t for rented Someone new Keep ISP content filter clean Good Reputation = Good Spam Filter Run a spam test Run your own open hotmail Be credible, use your standard footer Enforce double opt out who goes first? One size never fits all Landing page consistent with 5

6 WILL YOUR CAMPAIGN NEED A MAKEOVER? Deliverability Averages: provider & list Are bounces cleaned 30% change address annually Is it guaranteed but you may not want it Make-up can make you look worse, not better Or ask an ISP: sender/content issues Best Practices apply: You wouldn t - why let anyone else Who is the sender? 2/3 open to recognition Whoever got permission not familiar Fix in subject line Watch house list Membership lists can brand YOUR 1 ST IMPRESSION IS ALL YOU HAVE Open Rate: Most critical component on rented lists OPEN CLICK CONVERSION 10,000 Names 10,000 $300 Cost $ (5%) Opens 1500 (15%) 50 (10%) Click/open 150 (10%) 3 (5%) Conversion 8 (5%) $100 Cost Per Sale $38 OPEN CLICK CONVERSION Accept lower click & conversion rates control & optimize Grab attention; establish reputation Test offers, benefits and personalization Don t over-think, but don t mislead 6

7 YOUR LOOKS FABULOUS Define your goals buy, lead, info Work with the ESP, use modeling or market research Ask many questions: data source, age, update frequency, base costs, select costs, name retire, minimums, discounts Demand list history Don t be cheap Don t jeopardize your house list Demand reporting: sent, delivered, opened, clicked, unsubscribe YOUR LOOKS FABULOUS MORE FASHION FUN FACTS! Always test: list, subject line, creative Tracking: pixels, multiple links Stay legit Do some math for magic formula open/click/conversion Prepare your self-esteem: assume failure before success Delivery assurance, clean-up, turnaround Ask about packages: creative, analysis, continuity 7

8 NOW WE KNOW WHY WE ARE HERE. So our customers don t label us SPAMMER So finance doesn t label us SPENDER So customers know we label them SPECIAL Credits/Thank You Special Thanks to: Book team at Entertainment.com Return Path Stephanie Miller, Craig Swerdloff MarketingSherpa Anne Holland and team More data on this topic available from:: Patricia Maguire Entertainment Publications (248) pmaguire@entertainment.com 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. 8