News
 Building
House Lists Online with Post-Click Marketing
Building an internal list of prospects can be one of
the most valuable things a marketing department can
do. It can also be one of the most expensive. And
frustrating. If it was cheap and easy, there would
be no list industry—we’d all just make our own. But
it’s not, and we don’t. Justin Talerico shows you
how to reduce costs while raising your overall lead
quality.
In order for a sizable house list to be a tenable
goal, it must be cost effective and of high quality.
Traditionally those two characteristics have been at
odds. You could generate a big (cheap) list or a
higher quality, small (expensive) list. But
‘traditionally’ doesn’t apply in 2007. When you
focus on what happens after your prospect clicks on
your online ad or email, you can reduce your cost
per acquisition and raise your overall lead quality.
Here’s how:
First, think of your entire end-to-end process as a
giant funnel. You want to pour in a huge number of
clicks (respondents), but get out a much smaller
number of qualified prospects. ‘Much smaller’ here
is a good thing, so don’t think that means three out
of a hundred. Think more like 7-15 percent
conversion and you’re in the right ballpark (if you
play your post-click cards well).
• Good post-click marketing matches the post-click
message to the one that earned the click. You must
be on message, not merely on topic. Your first page
must clearly capitalize on the promise you made to
earn the click that brought the respondent in.
• Then, post-click marketing presents short,
single-minded pages that include simple decisions
for respondents to make. Based on their behaviors at
those decision/segmentation forks, you can then make
your pitch more and more specific to narrow your
funnel. Depending on the complexity of your product
or the ticket of your sale, you may use multiple
segmentation forks—each one will further narrow your
funnel and improve your lead quality.
• By the time you ask your respondent to convert to
a prospect and give you their data, they trust you
and actually want to give it to you. That trust and
desire translates to higher conversions and much
higher quality data—real email and snail mail
addresses.
2007 is the year of what happens after the click.
Focus on that, and it will also be the year you
build the house list you’ve always dreamed of.
---Sources:
Justin Talerico is CEO of ion interactive. Reach him
at (jtalerico@ioninteractive.com). Reprinted from DM
News April 5, 2007 issue (www.dmnews.com).
|
|
|
Melissa Data
|
 |
| Enhance your
website, software or database with
easy-to-integrate data quality programming tools
and web services. |
|
|
|
|
 |
|
Save money on postage using leading
mail preparation software and other
direct marketing products. |
|
|
|
|
 |
Update & standardize addresses and
find out more about contacts in your
database.
|
|
|
|
|
 |
Find new customers perfect for your
business with our online and
specialty mailing lists.
|
|
|
|
|
 |
Locate the business information you
need such as ZIP Codes, address
verification, maps.
|
|
|
|
|
