Re: Email List Sponsorships
One way to generate an email list is to buy it.
Co-registration started a while back and is now a mainstream
strategy mainly for large consumer plays to grow mailing lists.
Co-registration usually involves having your email list offered
to people at other sites across a network and paying on a per
subscription basis. There are a number of players in this space,
but a reputable one is www.zmedia.com (recently acquired by
valueclick)
Done properly this is not spam, done incorrectly it can really
hurt you. It is some-what targeted because users opt-in to
receive your mailings on the basis of say a one line
description, and regular co-registers wont work with
you unless you run an ethical list.
A long time back market rates were about $.75-$1 but now a days
you can pick up subscriptions at far less ($.25).
This type of list building is clearly not for everyone. The
bulk of subscriptions yielded will be web based mail
subscriptions which I feel aren't as valuable as email
addresses accessed from the client side.
Also, organic growth (WOM) is going to yield more valuable
members and your churn will inevitably increase. Venture down
this path only if you have a process in place that can get
you at least a rough idea of ROI. My gut feel is that the
value of subscribers is declining as the co-registration model
picks up steam (and its all steam ahead right now).
Good luck with it.
Simon
-------------------------------------
Simon Lusted
ThatGame.com
Innovations in Viral email marketing!
www.emailgames.net
Marketing Director
-------------------------------------
Received on Fri Feb 09 2001 - 08:33:44 CST
