| Q: What do
opt-in and opt-out really mean?
A:The email files that we
rent to our clients are all PERMISSION BASED. The
term encompasses both opt-in and opt-out respondents to the
list owners method of receiving permission to email
third party offers. Acceptable opt-in respondents have
checked a box manually or online authorizing the list
owner (by indicating "yes") to send appropriate third
party offers. Most opt-out respondents received a
pre-checked acceptance box, which they must uncheck to
decline receiving emails.
On the surface, the opt-out
scenario appears to be a "softer" or more passive
indicator of an individual's willingness to receive
emails. This may be the case, but in most instances they
second message that verifies their status. At the very
least, both opt-in or opt-out responses have the option
to get removed from the list each time they receive a
broadcast. Responsible list owners will always offer
this option. It is important that the person receiving
your message recognizes where the email originates. A
"header" or "footer" will appear on the email to
indicate the relationship.
Q: What is the best timing for
me to broadcast my message?
We don't recommend sending messages during or
immediately prior to holidays, long weekends or peak
vacation times. Also, check your industry's event schedules and time your
campaigns to be broadcast when there will be little
chance of conflicts. If your offer is time sensitive
(invitation to a webinar, seminar, etc.),
make sure to have a good read on whether or not your
have scheduled a similar event close to or at the same
time as yours. Most marketers avoid emailing on Fridays,
and some avoid Mondays; Tuesdays through Thursdays are
the preferred days of the week. We suggest early or mid morning
broadcasts, which increase the probability of getting
opened and read.
Q: How long should my message be?
A: For practical reasons you
should keep your message to one page and, in typical
text messages, fewer than 500 words. Be careful not to
make the email too wordy and cluttered.
Use bullets, asterisks and paragraphs to get your point
across. Also try to
keep any graphics from making the page look too busy. Avoid
anything that will be a distraction.
Q: Should I use HTML? How many people see
Nowadays, most browsers accept HTML and about 75% of email recipients see the HTML version.
Always create an HTML version of your blast -- HTML allows you to use color and graphics that can
grab the reader's attention in a way that text
Q: What are the costs involved
in renting email names?
files, email names can range anywhere from $100/M up to
$500/M or more. Most of the lists that we work with fall
into the $250/M - $450/M. Pricing based on volume
is typically negotiable. This would include the cost to
transmit the email. The minimum is typically 5,000
names. Consumer names will be priced lower from
approximately $50/M - $200/M.
Q: How should the FROM line read?
A: This will be decided by the
list owners. Some may insist that their own identifiers
go in the FROM line and others allow the mailers' name
instead. Unless your company is highly recognizable,
the rule of thumb is to put the name of the list owner
or publisher in the FROM line.
Q: Do I get the email names or a printout of them
No. Email names will not be
sent directly to the mailer. Because the names we rent are "permission based," those
names must always be handled by the list owner. Giving out those names to a third party
would negate the list owner's permission-based status.
By having the email come directly from the list owner, the recipient will recognize the source of the
email and know that it was sent to them with proper permission.
Even though you may not get the email addresses that your blast was sent to, you can collect information about your prospects by setting up click-thru tracking.
This involves placing a tracking a code in the links within your email and it allows you to track
the performance of each individual list.
Q: How much time does the order
It's always best to leave 2
weeks or more, especially if this is a first campaign.
Once your creative is ready, we will send it to the list
owner for their approval. They may have you change your
subject line or may require you to have a privacy
statement on your website before given
Once approved, the TESTING
process begins. Typically two free tests are allowed
with no extra charges. Re-tests give you an opportunity
to make any changes to your copy. Once the test is
approved, your blast date is set and the final email
will go out on that date. Most list owners limit the
number of emails their subscribers can receive in a
given day, week or month. This can ultimately lead to
delays in scheduling, so please plan ahead.
the clock starts ticking once the final creative has
been sent to us.
Q: How does the response rate for email campaigns compare with that for direct mail?
Response rates for email campaigns will vary as
much as they do with direct mail or telemarketing campaigns. Three
factors that can influence any campaign are: the list,
the timing, and the creative HTML/text.
When email first
started, the response rates were very high. Due to
proliferation of email, rates have tapered off. Click-through rates
are now typically 1-3%. Remember, email campaigns save you the
cost of postage, printing and creative associated with
a direct mail campaign.
Still have a question? Register today to speak to one of our account executives. Or call us at 914-765-0700.