| Laura Hnatow |
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Reply with quote | #1 |
Curious if anyone has experimented with qualified email list rental in the past and had any success? Some specific questions:
- have you done a deployment where a third party deployed your creative (thereby reducing deliverability risks)?
- Did you identify an acceptable cost per name based on the response and LTV of the names acquired?
- Did you include a compelling product offer to encourage conversion?
- ultimately were the names acquired seen as valuable?
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| Cindy Marshall |
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Reply with quote | #2 |
Hi Laura-
We used the Millard Group's email prospecting list for 2 deployments in 2008. The first one was for an online survey that we did and we needed catalog prospect names. These names responded well to the survey and this validated the source of the names for me. We selected 3x+ catalog buyers and the survey results proved they were heavy mail order buyers based on responses.
The second time we selected names was for a holiday email promotion. This email did not perform well. We did not have an offer or promotion on the email. It was a small test to limit our risk but we still lost money on it (it was not my recommendation to test based on what I have heard about email prospecting results in general).
Each time we supplied the creative and they deployed - not issues suppressing our buyers.
Yes we did identify an acceptable cost per name but we didn't come close to it - response was terrible.
Yes we had compelling product but no offer or discount - that may have helped conversion.
No - not valuable - didn't get enough.
Hope this helps.
Cindy
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