How to Find and Use Email Lists for Prospecting

Presented by Ilene Schwartz

Senior Account Director

Prospect Email Lists

Is it legal/ethical to use someone else’s email list(s) for prospecting? YES

Can I get email lists that target my market/industry? YES

What rules/regulations/laws apply when using third party (someone else’s) email lists? Compliance with the CAN Spam Act of 2003 –

Effective January 1,2004

Email marketers can send unsolicited commercial email as long as it adheres to three basic types of compliance as defined in the CAN Spam Act.

Prospect Email Lists

Unsubscribe Compliance• A visible and operable unsubscribe mechanism is present in

all emails• Opt out requests are honored within 10 days of receipt• Opt out lists, also known as suppression lists are only used

for compliance purposes • Must be able to process unsubscribes for at least 30 days

Content Compliance• Accurate FROM lines• Relevant SUBJECT lines

No false or misleading information

Prospect Email Lists

• A legitimate physical address of the list owner and/or advertiser is present

(no P.O. boxes)• A label is present if the content is adult

Sending Behavior Compliance• Message cannot be sent through an open relay• Message cannot be sent to a harvested email address• Message cannot contain a false header

Customer Email Lists

There are no restrictions against a

company emailing its existing customers

or anyone who has inquired about its products or services as this constitutes a “prior relationship” under CAN Spam

Link to CAN Spam Act

http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtmwww

List Owners Calls the Shots

List Owner – The Final Decision MakerMay be a list compiler such as Dunhill or Experian

May be a newsletter or trade publisher, internet site

No legitimate provider/owner of email lists will release their email list directly to the end user. If you want to use email addresses that you do not own, you must create your message and send it to the list owner or their designated representative for deployment.

Although different list owners have slightly different rules/interpretations of CAN Spam, if you want to use their lists, you must follow their requirements.

Typical Requirements

Create your message in both html and text format. Submit as attachment

Include your complete postal address in the body copy of your message (no P.O. boxes)

Include an opt out link or unsubscribe link in your message that enables recipients to opt out of future email communication from your company

Typical Requirements

Submit an up to date suppression file/list with every email broadcast order

What is a Suppression File?Email addresses of people who have asked not to receive

email messages from your company – excel fileThis list of email addresses is then “suppressed” from the

list owner’s names.

No Suppression List?Simply submit written note/letter indicating you do not have a suppression file and/or sign waiver

Typical Requirements

Include/submit test addresses – your email address and others in your company who must see and approve the message prior to final release

TIP # 1 - Include test addresses at various domains, Yahoo, AOL, EarthLink, etc as well as your company domain.

Include/create copy for the “From Line” and “Subject Line”Some list owners require the “from line” to be from the

advertiser/representativeOther list owners have standard from lines…examples:

Business Week, IDG –Tell them to track your click throughs and links

Typical Requirements

Most list owners include an opt out link/unsubscribe message/footer.

Other list owners do not require a separate opt out from the advertiser/list user

What’s a List Manager?

Hired by the List Owner – Functions Like A “Manufacturers Rep” Often Has Exclusive Relationship

Services Include:

Email list sales & marketing, broadcasting messages.

In depth knowledge of the properties represented

Handle all billing & collections

Financial reporting to list owner

What is a List Broker ?

List Broker – Media Buyer of ListsServices Include:List research & recommendationsComplete email plansObtaining counts, pricing Order placement, trackingAll customer service functions

Services are FREE of Charge Broker Commissions are Paid By List Owners

So, Why Not Always Use A Broker? It’s FREE

Final Decision/Responsibility is Yours

For Small, Niche Marketers There may only be a few email lists of interest. May be an advantage to establish direct relationships with

organizations/publications to arrange possible trades

For Low Volume OrdersBrokers may not take the time and effort needed to

research the best lists for your needs

Some earn better commissions on specific lists and may tend to “push” those lists first, even if they aren’t the best!

What’s a Data Card

Data Cards - Media SheetsFeaturing List Information

Includes basic information such as:List name, date of last updateQuantity of names/breakdown of countsSource/media and selection criteriaTremendous variations Pricing and MINIMUM ORDER All Email Lists Have Some Sort Of Minimum Order, Generally Between 3000 and 10,000 Names or$900 - $2500

Four Primary List Sources

Tip # 2

Regardless of whether you are looking for postal, phone or email lists, the most important criteria is source or media, finding out exactly how the list was built

There are four primary sources of email lists:• Compiled – Internet Sourced• Direct Response• Subscriber – Consumer or B to B• Multi – Sourced

INTERNET SOURCEDData Collected on a Web Site

Get more information

Find out exactly how the data is collected

Go on the site yourself and try the sign in process

Keep asking - be suspicious if the list manager/owner

can’t/won’t tell you names of Web sites where the data is collected

Types of Email Lists Defined

Permission Based – the box is pre-checked. Majority

Opt in – Person “supposed to” check the box

Double Opt In – opted in, sent an email to verify opt in and must opt in again. Highest quality

COMPILED LISTS

Consumer CompiledThe majority of consumer email address lists are compiled from online resources, particularly online survey sites and enewsletters

If the email address is accompanied by a postal address, the list can often be “overlaid” with additional demographics such as geography, age, income, areas of interest, no. of children in the household, ethnicity, home ownership, etc.

Business Compiled ListsCompiled from association rosters, directories, state licensing records, any resource where email addresses are listed, including online resources. Typically fewer demographic overlays are available

COMPILED LISTS

Update Schedules Perhaps more important, when did the email address/consumer come onto the list – how long have they been on the list.Example – Ailment email list - Diabetes vs. vision correction

Trigger Data- HotlinesB-to-B or Consumer – By the very nature of the data, there is an indication/implication of additional activity to follow. Examples include:

New phone connects (business or consumer) New mortgages, homeowners Hotlines – 30/60/90 Day – Great select

COMPILED LISTS

Advantages“Typically” less expensiveNo issues with competitive offers/clearancesDisadvantagesData may not be as up to date as other resources Selectivity is limited, particularly on the business-to-business

filesOften cannot penetrate company by job functions

TIP # 2Some list managers represent the same compiled lists called by different names. The list manager may not be allowed to reveal the actual source of the list for contractual reasons. Ask about duplication, don’t deploy same day!

DIRECT RESPONSE LISTS

B-to-B or Consumer Responded to “something”Most often these are internet respondersProduct offer/book/training buyers/inquirers

TIP # 3Buyers vs. InquirersOn many of these lists, buyers and inquirers are merged together. Buyers are better. Ask if the buyers can be selected separately.

DIRECT RESPONSE LISTS

Advantages

Considered “more responsive”

Past behavior an indication of future behavior

Disadvantages

Quantities may be too low to get a minimum order from

one list

Limited selectivity

Responded to what?

SUBSCRIBER LISTS

Consumer

Source is typically paid or free newsletters – Bottom Line Personal, investment newsletters, online newsletters, Best Life, Healthy Aging, e-diets, etc

Anyone who pays for a subscription is on the list. Online subscriptions are often free of charge.

No demographics except what has been overlaid but, obvious/implied interest in certain areas

Due to DNC legislation, consumer email addresses may be viable option to consumer phone numbers.

SUBSCRIBER LISTS

B-to-B

Extensive demographics, collected based on the market served

Controlled circulation – BPA/publisher’s audit

Trade publications – Offer unique selects, not available elsewhere – print/online distinction

Typically reaching someone actively involved in their industry

Can be harder to reach minimum order

TIP # 4

Ask for the subscription forms to see how the data is collected. Go online and sign up!

MULTI - SOURCED

Combination of Any/All

Sources Previously Mentioned

Often difficult to tell what is the primary source

List manager will not or cannot reveal the primary source

Most likely includes a significant quantity of compiled names

Data Cards - Examples

ABC DIRECT EMAIL DIALUP USERS BY INTERNET SERVICE 04/13/2008 PAGE 1 M109037 499,222 Monthly Hotline +$10/M ----------- DATE ----------- 52,059,615 Total Email Dialup Users $75/M 11/08/07 UPDATED Canadian +$10/M 03/20/08 CONFIRMED Special Fundraising Rate $65/M Counts Thru 11/07/2007 - ------ UNIT OF SALE ------- $12.00 - $20.00 TITLE: ABC DIRECT EMAIL DIALUP USERS BY ---------- MEDIA ----------- INTERNET SERVICE PROVIDERS DIRECT RESPONSE FROM ISP SERVERS Consumers who are current subscribers to an Internet dial-up service for a monthly fee. -------- ADDRESSING -------- These buyers are from the world's largest EMAIL DELIVERY Internet access providers such as AOL, CompuServe, Prodigy, and other ISPs. ---- ADDITIONAL CHARGES ---- $10.00 Age National and local media outlets can take $10.00 Childs Age Range advantage of dialup penetration in their $10.00 Age Range markets and with the expanded creativity of $10.00 Ethnic/Ethnicity rich content to reach this valuable consumer $10.00 Home Owner group with they're content and advertising. $10.00 Income Select $10.00 Marital Status $10.00 Phone Number Additional Charges: $10.00 One Name per Location Internet Service Providers @ $10/M $10.00 Income Range Purchase History Information $10.00 Lifestyle Salutation Personalization @ $5/M $10.00 Household Income Tracking and Reporting @ N/C $10.00 Demographic $10.00 Canadian

Data Cards - Examples CONTINUING EDUCATION INQUIRES AND BUYERS 04/13/2008 PAGE 1 M127838 73,552 Feb 2008 Monthly Hotline $95/M ----------- DATE ----------- 3,105,269 Total Inquires and Buyers $90/M 03/10/08 UPDATED Email Addresses $125/M 03/20/08 CONFIRMED Phones $125/M Fundraising $65/M ------- UNIT OF SALE ------- Counts Thru 03/10/2008 $100.00 AVERAGE $19.00 - $200.00 All of these responsive consumers have looked ---------- GENDER ---------- to better their life and incomes with a better 45% MALE 50% FEMALE career learning and training at home. Most have inquired for information and some have ---------- MEDIA ----------- actually completed their at home degrees. DIRECT RESPONSE These responsive consumers have all either -------- ADDRESSING -------- inquired or purchased a train at home or MAG TAPE OR CARTRIDGE computer education kit. They all want to further their education by becoming a medical ---- ADDITIONAL CHARGES ---- asst, computer, security, accounting, heating $6.00 Age & AC, and much more. $6.00 Home Owner $6.00 Income Select $6.00 Marital Status $42,000 Average income $6.00 Length of Residence $6.00 Dwelling Size/Type Updated monthly. $6.00 SCF $6.00 State Last Update: 03/10/2008 $6.00 Zip Next Update: 04/10/2008 N/C Keying

------ MINIMUM ORDER ------- 5,000

Data Cards - Examples

HOTEL AND MOTEL MANAGEMENT EMAIL ADDRESSES 04/13/2008 PAGE 1 M066498 15,810 Active Subscriber Email $425/M ----------- DATE ----------- Addresses 05/01/07 UPDATED Counts Thru 04/2007 06/19/07 CONFIRMED ------- UNIT OF SALE ------- (Formerly: Hotel & Motel Management Email N/C Advanstar) ---------- MEDIA ----------- Published by Questex Media. CONTROLLED CIRCULATION Hotel and Motel Management (formerly owned by -------- ADDRESSING -------- Advanstar Communications) reaches lodging EMAIL DELIVERY personnel who are decision makers primarily in corporate & operations management, sales/ - --- ADDITIONAL CHARGES ---- marketing and food and beverage management. $15.00 Job Title $15.00 Bus/Industry Type Questex Media Group, Inc is a global, $15.00 SCF diversified B2B integrated media provider, $15.00 State serving multiple industries including $15.00 Zip technology, beauty, travel, hospitality, $3.00 Keying leisure, home entertainment, industrial and specialty services through a range of well- ------ MINIMUM ORDER ------- established, market-leading publications, 5,000 events, interactive media and integrated marketing services. The company's current properties include 23 trade publications, 50 websites and 25 conferences and tradeshows.

Deliverability

Deliverability Reports

Once you have approved the test and the broadcast goes out, request a transmission and tracking report.

Tracks open rates and click throughs

Only pay for delivered emails once you reach minimum order

Spam Filters

Impossible to tell exactly what is really getting through.

If the ROI is acceptable, keep using the list

Response Rates

Comparable to postal – ½% to 2%

Can be higher on a quality, targeted B-to-B list featuring a

tech offer, webinars, software download

TEST, TEST, TEST

Test a smaller quantity. The only way to determine if email is right for you is to measure the return on your investment

Email Appends

You can get email addresses appended to your postal list

May be worthwhile if you have a substantial size postal list

Minimum set up fees

Depending on data submitted, expect a 5% – 20% match rate

LIST RESEARCH

How Do Brokers Find ListsmIn – Marketing Information NetworkSRDS OnlineNextmark

How Can You Find ListsAssociations/trade magazinesTry for swapsGo to the library – use SRDS

Direct Mail Edition

LIST RESEARCH

SRDS Direct Mail Edition is available at the Cleveland Public Library – Excellent resource and sometimes easier to use than online search tools

Sign up for DM News, Direct Listline, Target Marketing Online, etc,

Call vendors/compilers and request information