Re: Email campaign resources

From: Kristin Zhivago <kristin_at_zhivago.com>
Date: Thu 31 Mar 2005 16:39:08 -0600

Kevin wrote:

>First, does anyone know of reputable companies
>that offer email lists for rent?

Kevin, I wish there were more companies to rent from.
It's a real problem. Some people have had luck going
to print publications, believe it or not, because they
are used to subscription auditing and have applied
some of those strict requirements to their email lists.
On the other hand, some of the magazine circulation
people have proved to be completely clueless about
email conventions. Another possibility is associations
that reach your target market; again, it can be a mixed
bag. Some get it and some don't.

 Many people have recommended that the best lists are
the ones you build yourself, but I'm sure that advice
doesn't help you at this stage in your campaign. One
other possibility is to check with the email broadcast
companies--ConstantContact, ExactTarget (talk to Jill
Snyder), BigFoot Interactive, and Responsys. They may
have some opinions and recommendations for you.


>Second, would anyone have a useful list or Web site
>that discusses "things to avoid" or "things to do" when
>embarking on an email campaign.

After the CAN-SPAM law was passed, I wrote a pretty
extensive article on this subject. You can see it at

http://www.zhivago.com/mt/canspam.cfm

 This is (obviously) CAN-SPAM specific, but if you do as
it suggests, you will at least be doing things according
to the law.

I would also suggest checking out
http://www.marketingsherpa.com for an extensive library
of articles on email.

And if my own experience is any indication, here are the
things that will increase the response to your emails:
use a factual, short, but attention-getting subject line;
get right to the point in the email; if you send them to
a website, make sure it is completely obvious that the
landing page "goes with" the email; don't email too
frequently, you'll wear people out; be helpful, not pushy
(tell, don't sell); be personal and informal--don't speak
in "corporate speak." And if you want to be brilliant,
you'll actually call some recipients ahead of time and
find out what they really care about, and make sure your
email addresses their concerns.

 ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Kristin Zhivago kristin_at_zhivago.com
 Revenue growth coach for company leaders
 Editor, The Revenue Journal blog
 President, Zhivago Marketing Partners, Inc.
 381 Seaside Drive Jamestown RI 02835
 tel 401-423-2400 fax 401-423-2700
http://www.zhivago.com



Received on Thu Mar 31 2005 - 16:39:08 CST