Permission Based Email Lists
HOW PERMISSION- BASED E-MAIL LISTS WORK
THE PROCESS
E-mail marketing is high speed, simple, and extremely efficient . Using “permission- based” e-mail lists are key . Permission- based means that the recipient has chosen to opt-in or opt-out of e-mail marketing messages from third parties .
When using permission- based e-mail lists, the list owner will not release the addresses to the marketer, or to a third- party transmission bureau . When you rent the data (for one time use), part of the rental fee goes to the list owner to transmit the message for you .
The marketer creates the e-mail message and forwards the message to the list broker (such as Marketry) . The marketer must create a hosted HTML message, along with a backup text message . Marketry forwards the message to the list owner and the message is prepared for transmission . A test message is sent to Marketry and to the marketer . When the marketer provides final approval of the message, a transmission date is chosen . The message is sent by the list owner on the date chosen . When the message is sent, “seed” e-mail addresses are included . These seed names are individuals at Marketry and at the customer, and serve to document the e-mail transmission . A transmission and tracking report is always provided ; this comes from the transmission bureau that sent the message and includes sent, bounced, and delivered information along with open and click details.
Pricing varies significantly based on list type and quantity of records transmitted . Consumer e-mail costs range from $25 to $150 per thousand. Business e-mail ranges from $100 to $500 per thousand . A 5,000 record minimum order per list is standard.
E-MAIL CREATIVE PREPA RATION
HTML Creative
The preferred approach is to provide a complete HTML e-mail creative with hosted images to Marketry via e-mail as an attachment . All hyperlinks within the message must be live and working . Including your physical address and an “opt-out” link is mandatory under the Federal CAN-SPAM Act .
Text Creative
A text-only version of the creative (in Notepad or Wordpad) is required for the small percentage of list records that cannot receive HTML.
Length of E-mail
With e-mail creative, a short message is generally preferred . “Letter” type creative is rarely successful . Developing creative that is no more than two screens in length is preferred . The goal is to quickly entice the reader to click on the offer or response device and lead them to the landing page where more information exists.
From Line
The “From” l ine will either be the advertiser’s name, or the list owner’s name . This varies from list to list and is dependent on how that list owner interprets who “the sender” is under the Federal CAN-SPAM law . The “from” line cannot be an e-mail address .
Subject Line
Creating an effective subject line is an important part of the overall marketing campaign . A well written, “benefit oriented” subject line will help achieve this goal . Consider 45 characters as a standard optimum length, as browsers tend to cut off the words on longer subject lines .
Seed Names
You’ll need to provide a handful of “seed” e-mail addresses for testing and final transmission receipt . Be sure to include yourself and at least one other individual in your organization . In many cases it’s helpful to provide one e-mail address within your corporate environment and another that is outside your corporate firewall ( e.g., Gmail, Hotmail ).
Suppression File
To comply with the CAN-SPAM Act, the advertiser must provide a list of e-mail addresses from individuals who have previously “unsubscribed” or otherwise indicated they no longer wish to receive e-mail communications from your company . While t his is a legal requirement, if you are a new company or new to e-mail communications, a one-time waiver can be signed . Providing an E xcel file of only the e-mail addresses is preferred.
