Click Here for our inventory of email lists

Of all the new marketing tools in use today, perhaps the fastest growing is email. Email is high speed, simple and can be extremely effective, especially for driving traffic to a web site. There are some unique differences you must consider when thinking about using email.

First, the key to a successful e-mail campaign (just like in a snail mail campaign) is the list. Permission-based--opt-in--lists are the best. Permission-based lists mean that the recipients have been given the opportunity to "opt-in," by giving their permission to have third parties send them email, or "opt-out" by declining.

Secondly, while growing, opt-in email lists are still relatively limited. In fact, there are fewer than 3,000 permission-based email lists currently available--compared to 40,000-plus direct mail lists.

With this greatly reduced list quantity, the ability to target as accurately as you may be used to with direct mail is often not possible. Many permission-based email lists do not give you the ability to select geographically at all, while others offer limited geographic selects on only part of their records. We try to provide our customers with lists that are as selectable as possible. Most of our consumer e-mail lists are selectable by age, income, ethnicity and geography. In addition, email data sources are generally not as large as marketers are used to with direct mail. This combination of small data size and limited geographic targeting, can mean final numbers so low that the project is not viable.

Finally, when using email lists, the format and delivery of the marketing message is both limited and less controllable. While all permission-based email lists can handle text messages, the possibility for HTML messaging is improving, but still not available on all lists.

You must also consider the response mechanism. You must carefully plan out how and where you want the recipients to respond to the offer that is being presented to them.

On the delivery side, when using opt-in email lists, we do not release the actual email addresses to the marketer. So, when you rent the list (for one-time use only) you also pay for us to transmit the message for you.
Once the list is selected, you (the marketer) create the email message and forward it to us. Then the message is prepared for transmission. A test message is sent back to you for final approval and a transmission date is chosen. The best days to transmit are Tuesday, Wednesday and Thursday. However, this could change according to your offer.

When the final message is transmitted to the list, seed names are included as proof that the email has been transmitted. A transmission report after the transmission is completed is usually also provided.

How much does all this cost? Average costs for opt-in email lists are $135/M to $200/M (including the transmission fee), with a minimum of 5,000 or 10,000 names (depending on the list).

The average response rates for e-mail are different than snail mail. Regular mail response rates are from 1 % - 2%. Average e-mail response rates are from 3% - 5%. Keep in mind that response rates vary from offer to offer and there is never a guarantee of what your response rate should be.

Click Here for our inventory of e-mail lists