Creating Email Marketing Lists
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Demand MetricCreating Email Marketing Lists
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Demand MetricCREATING
EMAIL
MARKETING
LISTS
HOW-TO GUIDE
Creating 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.
What is Permission Based Marketing?
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.
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 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:
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.)
Rental Lists:
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:
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?
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.
3 CREATING EMAIL MARKETING LISTS HOW-TO GUIDE
Action Plan
STEP 1 - Offer
1 Offer
Offer an Incentive
2 Use
People will provide you with
their contact information when
they are enticed by something
3 Provide
that you can offer and they
can’t get otherwise.
Instead of offering a gimmick,
4 Choose
try and offer something that will
help build a lasting relationship.
5 Specify
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
4 CREATING EMAIL MARKETING LISTS HOW-TO GUIDE
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