Creating Permission Based Email Marketing Lists

1. Creating Permission Based Email Marketing Lists CREATING PERMISSION BASED EMAIL MARKETING LISTS HOW-TO GUIDE

2. 2 Creating Permission Based Email Marketing Lists: How-to Guide Having a solid list of contacts is one of the most important factors in determining the success or failure of an email marketing campaign. Read the following summary to understand how you can build a rockhard list. Email marketing permission is defined as giving “formal consent” to receive email marketing messages. Permission cannot be assumed and must be granted by a willing party. There are a number of ways to gain permission from your target. We recommend that you explain the value of “opting-in” to the campaign and simply ask for permission. Permission based campaigns that require an “opt-in” tend to have higher conversion rates, higher retention rates, a better reputation with prospects/customers and more relevant campaigns. HOW-TO GUIDE Creating Permission Based Email Marketing Lists What is Permission Based Marketing? Models of Acquisition for List Building Opt-in – This is the most common method of permission. Simply check a box if you would like to receive our email. Confirmed Opt-in – This method of permission is similar to the traditional opt-in but follows up with an email to remind the customer of what they opted in for. Double Opt-in – This is the longest way of obtaining permission. However, by using a double opt-in, the recipient is giving you strong permission to email him/her and this often results in higher retention rates. This method uses a traditional opt-in form, then sends an email requiring confirmation that they did in fact register to receive the email marketing. 2 Creating Permission Based Email Marketing Lists: How-to Guide Having a solid list of contacts is one of the most important factors in determining the success or failure of an email marketing campaign. Read the following summary to understand how you can build a rockhard list. Email marketing permission is defined as giving “formal consent” to receive email marketing messages. Permission cannot be assumed and must be granted by a willing party. There are a number of ways to gain permission from your target. We recommend that you explain the value of “opting-in” to the campaign and simply ask for permission. Permission based campaigns that require an “opt-in” tend to have higher conversion rates, higher retention rates, a better reputation with prospects/customers and more relevant campaigns. HOW-TO GUIDE Creating Permission Based Email Marketing Lists What is Permission Based Marketing? Models of Acquisition for List Building Opt-in – This is the most common method of permission. Simply check a box if you would like to receive our email. Confirmed Opt-in – This method of permission is similar to the traditional opt-in but follows up with an email to remind the customer of what they opted in for. Double Opt-in – This is the longest way of obtaining permission. However, by using a double opt-in, the recipient is giving you strong permission to email him/her and this often results in higher retention rates. This method uses a traditional opt-in form, then sends an email requiring confirmation that they did in fact register to receive the email marketing.

3. 3 Creating Permission Based Email Marketing Lists: How-to Guide Types of Permission-Based Lists Generally speaking, there are two types of lists: in-house and rentals. House Lists: Rental Lists: Includes customers, prospects and website visitors Multiple collection points Part of an Integrated Marketing Campaign Lists are segmented into groups with specific traits (i.e. age, gender, etc.) Collected by businesses, websites and publications Re-sold directly to interested parties or via third-party list brokers Pricing for sending a message to these lists is standardized on a CPM basis depending on scarcity, purchase power and amount of supporting data Cost to design and produce the email messages is additional Larger examples include BELO, Dun & Bradstreet and Equifax who have access to hundreds of millions of email addresses and are able to sort by specific criteria and pref- erences (industry, geographic location, income, etc.) We strongly recommend that you build your own lists. However, if you decide to rent a list, make sure you use a trustworthy source. In order to establish credibility, ask the following questions before you rent: Regardless of how you obtain your list, it is imperative to review all legislation before sending an email campaign. If you would like more information on legislation in your country, schedule a discussion with one of our research analysts today. 1. How often do they rent these lists? 2. When were these lists last cleaned? 3. Do these third party senders have any spam complaints? 4. What is the privacy policy and opt-out system that these third parties use? 5. What sites or sources are these opt-in lists gathered from? 6. Is this company CAN SPAM complaint? 7. What are the payment terms and what are the make-good or refund policies? 8. What data points are available about the list? 9. Is the list opt-out, opt-in or double opt-in? 10. How often has the list been mailed to? 3 Creating Permission Based Email Marketing Lists: How-to Guide Types of Permission-Based Lists Generally speaking, there are two types of lists: in-house and rentals. House Lists: Rental Lists: Includes customers, prospects and website visitors Multiple collection points Part of an Integrated Marketing Campaign Lists are segmented into groups with specific traits (i.e. age, gender, etc.) Collected by businesses, websites and publications Re-sold directly to interested parties or via third-party list brokers Pricing for sending a message to these lists is standardized on a CPM basis depending on scarcity, purchase power and amount of supporting data Cost to design and produce the email messages is additional Larger examples include BELO, Dun & Bradstreet and Equifax who have access to hundreds of millions of email addresses and are able to sort by specific criteria and pref- erences (industry, geographic location, income, etc.) We strongly recommend that you build your own lists. However, if you decide to rent a list, make sure you use a trustworthy source. In order to establish credibility, ask the following questions before you rent: Regardless of how you obtain your list, it is imperative to review all legislation before sending an email campaign. If you would like more information on legislation in your country, schedule a discussion with one of our research analysts today. 1. How often do they rent these lists? 2. When were these lists last cleaned? 3. Do these third party senders have any spam complaints? 4. What is the privacy policy and opt-out system that these third parties use? 5. What sites or sources are these opt-in lists gathered from? 6. Is this company CAN SPAM complaint? 7. What are the payment terms and what are the make-good or refund policies? 8. What data points are available about the list? 9. Is the list opt-out, opt-in or double opt-in? 10. How often has the list been mailed to?

4. 4 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 1 - Offer Offer an Incentive People will provide you with their contact infor- mation when they are enticed by something that you can offer and they can’t get other- wise. Instead of offering a gimmick, try and offer something that will help build a lasting relationship. 1 2 3 4 5 6 7 8 9 10 Offer Use Provide Choose Stay Current Be Compliant Segment Test Specify Privacy 4 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 1 - Offer Offer an Incentive People will provide you with their contact infor- mation when they are enticed by something that you can offer and they can’t get other- wise. Instead of offering a gimmick, try and offer something that will help build a lasting relationship. 1 2 3 4 5 6 7 8 9 10 Offer Use Provide Choose Stay Current Be Compliant Segment Test Specify Privacy

5. 5 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 2 - Use Website – Have a sign up form easily accessible on each page of site. Also include a check box on value content down- loads like whitepapers, tech sheets, etc. Networking – Take advantage of viral marketing. Encourage subscribers to use social networks, widgets and “send to a friend” options located on all email communications. Events and Tradeshows – Obtain permission from booth visitors. Post Cards – Offer additional incentives to customers who opt-in to your newsletter after receiving a post card with a unique URL. Speaking Engagements and Seminars – Send a feedback survey to attendees with opt-in check box at the end. Use Many Different Touch Points A few examples include the following: 3 4 5 6 7 8 9 10 Stay Current 2 Use 1 Offer Provide Choose Specify Be Compliant Segment Test Privacy 5 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 2 - Use Website – Have a sign up form easily accessible on each page of site. Also include a check box on value content down- loads like whitepapers, tech sheets, etc. Networking – Take advantage of viral marketing. Encourage subscribers to use social networks, widgets and “send to a friend” options located on all email communications. Events and Tradeshows – Obtain permission from booth visitors. Post Cards – Offer additional incentives to customers who opt-in to your newsletter after receiving a post card with a unique URL. Speaking Engagements and Seminars – Send a feedback survey to attendees with opt-in check box at the end. Use Many Different Touch Points A few examples include the following: 3 4 5 6 7 8 9 10 Stay Current 2 Use 1 Offer Provide Choose Specify Be Compliant Segment Test Privacy

6. 6 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 3 - Provide Provide a Preview Include a “preview” of the message that they will be receiving during the registration process. This tactic reinforces trust. Include a list of subscriber benefits, the frequency expecta- tions, and a sample email at registration. 2 4 5 6 7 8 9 10 Stay Current 1 3 Provide Offer Use Choose Specify Be Compliant Segment Test Privacy 6 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 3 - Provide Provide a Preview Include a “preview” of the message that they will be receiving during the registration process. This tactic reinforces trust. Include a list of subscriber benefits, the frequency expecta- tions, and a sample email at registration. 2 4 5 6 7 8 9 10 Stay Current 1 3 Provide Offer Use Choose Specify Be Compliant Segment Test Privacy

7. 7 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 4 - Choose Choose the Right Call-to- Action Depending on the nature of your email, use a call to action that does not have a negative connotation. Your call to action should leave the subscriber feeling comfortable with their level of commitment. We recommend using with “Sign Up” or “Join.” 2 3 5 6 7 8 9 10 Stay Current 1 Choose4 Offer Use Provide Specify Be Compliant Segment Test Privacy 7 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 4 - Choose Choose the Right Call-to- Action Depending on the nature of your email, use a call to action that does not have a negative connotation. Your call to action should leave the subscriber feeling comfortable with their level of commitment. We recommend using with “Sign Up” or “Join.” 2 3 5 6 7 8 9 10 Stay Current 1 Choose4 Offer Use Provide Specify Be Compliant Segment Test Privacy

8. 8 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 5 - Specify 2 3 6 7 8 9 10 Stay Current 1 Be Specific Allow subscribers to select their areas of interest when signing up. If possible, give subscribers a choice of content using check- boxes. Only send subscribers content on the topics they have requested. 4 5 Specify Offer Use Provide Choose Be Compliant Segment Test Privacy 8 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 5 - Specify 2 3 6 7 8 9 10 Stay Current 1 Be Specific Allow subscribers to select their areas of interest when signing up. If possible, give subscribers a choice of content using check- boxes. Only send subscribers content on the topics they have requested. 4 5 Specify Offer Use Provide Choose Be Compliant Segment Test Privacy

9. 9 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 6 - Privacy 2 3 5 7 8 9 10 Stay Current 1 Post Privacy Policy Make sure your privacy policy is clear and concise. Use Demand Metric’s Privacy Policy Template as a framework for crafting your opt-in policy. 4 6 Privacy Offer Use Provide Choose Specify Be Compliant Segment Test 9 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 6 - Privacy 2 3 5 7 8 9 10 Stay Current 1 Post Privacy Policy Make sure your privacy policy is clear and concise. Use Demand Metric’s Privacy Policy Template as a framework for crafting your opt-in policy. 4 6 Privacy Offer Use Provide Choose Specify Be Compliant Segment Test

10. . 10 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 7 - Stay Current 2 3 5 6 8 9 10 1 Stay Current Provide an easy way for subscribers to update their info. 4 7 Stay Current Offer Use Provide Choose Specify Be Compliant Segment Test Privacy

11. . 11 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 8 - Be Compliant 2 3 5 6 7 8 9 10 Stay Current 1 Be CAN SPAM Compliant Fields that are required at the time of online acquisition include email address and level of permission. Also required by the CAN-SPAM Act is timestamp/date that contact subscribed and IP address of contact. 4 8 Be Compliant Offer Use Provide Choose Specify Segment Test Privacy

12. . 12 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 9 - Segment 2 3 5 6 7 8 10 Stay Current 1 Segment your List You may want to ask for data that will allow you to include basic segmentation with your list. 4 9 Segment Offer Use Provide Choose Specify Be Compliant Test Privacy

13. . 13 Creating Permission Based Email Marketing Lists: How-to Guide Action Plan STEP 10 - Test 2 3 5 6 7 8 9 Stay Current Segment your List 1 Test your Opt-In Form Try different data collections and determine if there are fields that cause form abandonment. 4 10 Test Offer Use Provide Choose Specify Privacy Be Compliant

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