News
Build Your List with Co-Registration
One of the biggest challenges that all marketers
face is list-building. Many rely on traffic to their
Web site and existing customers, but how many people
opt in that don't know your company?
Thomas Harpointer, CEO and founder of AIS Media,
says the primary challenge is to find Web sites that
have a similar audience that the advertiser is
interested in. If someone publishes a financial
newsletter, for example, it would be great to get
their co-registration offer on TheStreet.com —
although it might be very expensive to do so since
it's a high-traffic portal. Another option in this
case would be for co-registration offers to show up
in complementary financial newsletters that don't
directly compete with the advertiser's service or
offering.
Free ways to get co-registration deals include
looking for co-operative efforts between
competitors, or paying a low price or establishing a
barter deal with an e-zine or portal to get listed.
Harpointer’s takeaway advice: “Have a number in mind
in terms of your ideal cost per acquisition.”
Jay Schwedelson, corporate VP of Worldata, says the
quality of the names you receive from your
co-registration effort depends entirely on the sites
and media partners you choose to work with.
Regardless of target, co-registration can be a
terrific new lead generation source if done
properly. So how does co-registration differ from a
buying a list?
Schwedelson says these names represent potential
customers who have “raised a hand” and said “I am
interested in your product or service.” This is in
contrast to purchasing a list of people that you
hope are interested in your product or service based
on inherent data.
Schwedelson takeaway advice: “Make sure that you
understand what information you're looking to
collect.”
Ben Chestnut, co-founder of MailChimp, says a
company that would benefit from using
co-registration is one that needs to grow its e-mail
list but doesn't have the traffic on its own Web
site; has an e-mail marketing strategy and e-mail
marketing program in place already (newbies and
co-registration don't mix well); and knows how to
measure and optimize its e-mail marketing ROI.
To see success in co-registration, put yourself in
the shoes of the recipient. Send a follow-up e-mail
very soon (if not instantly after co-registration
occurs). Be sure to do everything you can to
minimize surprises, so you prevent false spam
complaints.
Chestnut’s takeaway advice: “Note in your database
when a customer comes from a co-registration
source.”
Elie Ashery, president and CEO of Gold Lasso, agrees
with Chestnut on following up with leads. He says
the biggest mistake a marketer can make regarding
co-registration is not following up with their leads
as soon as possible. This is especially true for
marketers with list building objectives. A typical
Web site user will forget that they opted in to a
co-registration offer and will tune out an untimely
follow-up as quickly as they opted-in.
Ashery’s takeaway advice: “Follow up on your
co-registration leads while you are top of mind.”
Follow the advice of these four industry experts and
you’re bound to make co-registration a successful
addition to your company profits.
---Source: Excerpts from DM News
April 28, 2008 issue www.dmnews.com
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