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A growing number of direct
marketers are integrating targeted Email messaging into their mix
of direct response marketing activities. Combined with direct mail
and Web-based advertising activities, Email messaging is a valid
part of an overall
impression marketing program, adding continuity to a direct response
campaign. The dilemma for companies selling business-related products
has been the lack of Email lists which target individuals at business
address. Controlled circulation lists, when properly used, may be
the solution.
The relationship between
the publisher of a controlled circulation magazine and its subscriber
base is very unique. In return for a free subscription to a vertically
focused, high quality magazine, the recipient opts to answer a lengthy
series of in-depth questions about themselves, their company, and
their buying habits. Such questions allow the publisher to assess
the type of industry, title, purchasing authority, product interests
(and more) relating to their readers.
Since a controlled publication
does not generate revenue from the actual subscriptions, the business
model is totally dependent on advertising and list sales. Through
an extensive, audited qualification process, the magazine publisher
is able to present potential advertisers with very precise industry
data on its readers and the publication's reach into specific market
segments.
Email lists generated
from controlled-circulation records will have a great impact on
the way we market to the business-to-business community. Some of
the uses include generating responses to a predefined Email address,
securing inbound calls to an 800 number, inviting individuals to
your web site, acquiring catalog/literature requests, and more.
Both targetable and
measurable, controlled circulation Email lists provide the components
associated with a true direct response medium. As the technologies
advance forward, you'll even be seeing Email messages that present
a unique user experience, combined with full-motion video and high
quality audio. These multimedia components certainly add a new twist
to the traditional direct response model. And we've only scratched
the surface.
Some publishers have
had the foresight to recognize the marketing importance and value
of Email addresses and have asked for them as well.
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Even though most publishers
do not designate a request for Email address as a mandatory question
to qualify for a free subscription, many publishers have reported
capture rates of 70% and up. This is, in part, supported by the
mindset of the readers, who understand that they are providing valuable
sales and marketing information in return for free subscriptions.
In addition to reaching
individuals at business address, marketers will also have access
to a powerful set of selection criteria to refine their prospecting
universes. Since "time" is a critical and costly factor within the
workplace, it is important for marketers to deploy the available
selection criteria so that Email-based offers are sent to a properly
targeted audience. While untargeted, 'brute force' mailings are
a regular practice by many Email opportunists, as professional direct
marketers, we must make use of any available targeting, regardless
of the enticement by the low delivery costs. It's good marketing
sense that will be appreciated by the recipients.
As the Direct Marketing
community moves forward into the realm of Email marketing, we also
encounter subtle changes as well as complex deviations from the
traditional back-end, processing and fulfillment systems. FTP file
transfers, new "intelligent agent" hygiene algorithms, T1 lines,
secured Intranet access, data encryption, electronic personalization,
SMPT servers, POP accounts, high-speed routers, imbedded HTML, MPEG
audio/video, (and more) are just some of the related software and
hardware technologies surrounding Email delivery systems. In a firm
such as ours, the needs of technology-oriented clients prompted
our InfoCenter to develop proprietary, mission-critical software
and hardware solutions to accomplish Email processing and delivery.
Due to the required
technologies, we may see List Owners appointing list companies other
than their current List Managers for the representation and fulfillment
of their Email names. In this situation, implementation and use
of "bleeding-edge" technology is a key factor acquiring and maintaining
clients involved in Email based marketing.
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