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Email Marketing Cheat Sheet

Michael Mayor
Email Marketing Cheat Sheet Michael Mayor
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I have always believed that one either manages their email list properly or does not. No grey areas, just right or wrong. In the case of your email house list, you generally know the answer. However, when it comes to renting an outside list, you do not know whether the list is a finely tuned acquisition machine or the vehicle in which your next nightmare is going to be delivered.


Mind you, knowing the difference between a good permission-based prospecting list and a ticking bomb is not easy. As a result, many media buyers are afraid to even go near this channel. However in my book, this means nothing but opportunity for those who are not easily intimidated and are willing to do their homework.


I can tell you from experience that when you do find the right list it's like nothing else in online media. You select the file, run your segmentation and prepare your best offer-- moments later customers are walking in your virtual door. Customers on demand! The Email Marketing Cheat Sheet is iMedia's way to help this select group of media buyers get started.


Here is a list of email marketing firms covered, in alphabetical order by company name:



While this list is a good start, it is not exhaustive by any means. There are far too many other email marketing companies-- some of whom we invited to participate in this special In Focus feature but could not reach by press time. Also, this is not an endorsement of the companies listed. It is merely a grouping of fast facts from some of the top list firms to help you determine if they might be suitable for your needs.


So let's get started!





Author Notes:
Michael Mayor is co-author with Matt Blumberg of "Sign Me Up: A marketer's guide to creating email newsletters that build relationships and boost sales." Currently Mayor is SVP of strategic business development at Aptimus, Inc., which provides an online lead generation network that leverages performance-based advertising to generate leads and acquire customers for advertisers and publishers.


How do you obtain email addresses?
Datran Media is a full-service database management and email marketing company. We actively manage our partners' customer databases, enabling them to re-market to their existing customers, build loyalty, increase retention and extend the lifetime value of their customer base through relevant cross-marketing.


How many lists/total names do you manage exclusively?
Datran Media manages more than 250 company customer lists and has a total reach of over 100 million unique consumer records.


Do you specialize in any particular verticals?
Although Datran Media reaches consumers in virtually every category, we have significant experience in the Financial Services, Automotive, Social Networking, Entertainment and Promotional verticals.


What type(s) of opt-in process do you use?
One hundred percent of Datran's managed data is first-generation company customer data. Customers have given affirmative consent through a variety of means to receive email marketing, and have the ability to opt-out of receiving email at any time.


How often are your lists updated?
Datran Media's Consumer Value Engine is integrated directly with hundreds of partner properties and receives millions of pieces of data on a daily basis, in real-time.


What kind of targeting can you provide?


  • Demographic (age, gender, et cetera)

  • Geographic (city, street, zip, et cetera)

  • Psychographic (interest, category, et cetera)

  • Technographic (domain, internet connection speed, et cetera)

  • Context (the context of the company that the user is a customer of)

  • Response (previous message interactions)

  • Channel (if the customer was acquired through search, banners, email, et cetera)

  • Any additional non-personally identifiable self-reported information.


Which creative formats do you support?
HTML, text, some rich media


Describe your deliverability and tracking capabilities
Datran Media is a full-service ESP with tier-one deployment technology. Full response and conversion tracking is available and integrated into our marketing analysis system.


Which payment models do you work with? CPM, CPA, CPC?
All payment methods


What is a distinguishing feature of your email lists or campaigns?


  • Highest quality customer data. Every database is transactional, not compiled.

  • Business intelligence and marketing optimization. Datran leverages cutting-edge data mining and marketing analysis to increase relevance and drive consumer value.

  • Tier-One deployment technology.

  • Compliance solutions. Datran Media's products include suppression-file management, compliance monitoring and affiliate management.

  • adLoyalty-- employ a comprehensive customer management solution that touches consumers across every stage of the lifetime sales cycle; from acquisition, to retention and loyalty, to cross-marketing, to advocacy and beyond.


Do you provide any other email marketing services?
Datran Media is the first company to offer a full suite of email marketing services:


  • Performance-based / acquisition email marketing

  • List management

  • Email deployment

  • Customer relationship management (CRM)

  • Compliance solutions

  • Certification management

  • Affiliate marketing

  • Creative optimization


What's your website?
www.datranmedia.com



How do you obtain email addresses?
Most DM2-DecisionMaker names (95 percent) are obtained through circulation permission.


How many lists/total names do you manage exclusively?
Email: 100-plus lists, one-plus million names exclusively Postal: 150-plus lists, six-plus million names exclusively


Do you specialize in any particular verticals?
DM2-DecisionMaker provides many vertical markets: Building/Construction, Electronics, Manufacturing, Engineering, Finance, IT, Research/Laboratory, Legal, Supply Chain, Medical/Surgical and more.


What type(s) of opt-in process do you use?
Most DM2-DecisionMaker names (95 percent) are obtained through circulation permission. An introductory and confirmation email also is sent to potential email recipients.


How often are your lists updated?
Depending on the list: Postal: Six times a year or quarterly. Email: List updated monthly, opt-outs removed daily


What kind of targeting can you provide?
Multiple Selects:


  • Buying authority

  • Job function

  • Title

  • Business / Industry

  • Sales volume

  • Employee size


Which creative formats do you support?
HTML, Flash, text (other specifics available upon request)


Describe your deliverability and tracking capabilities
Deliverability and tracking capabilities include: attempted, delivered, bounces, open rate, clickthroughs and more, available in reports and via online tracking


Which payment models do you work with? CPM, CPA, CPC?
CPM


What is a distinguishing feature of your email lists or campaigns?
Our lists are not compiled, but rather self-reported demographics. DM2-DecisionMaker also offers tracking and transmission included with their price.


Do you provide any other email marketing services?
HTML creative services, client house file deployment, check for “SPAM Triggers” within the message and image hosting.


What’s your website?
www.dm2lists.com


Next: Epostdirect



How do you obtain email addresses?
Subscribers to business trade publications.

How many lists/total names do you manage exclusively?
457 lists, 18 million records.


Do you specialize in any particular verticals?
B2B-- Arts & Entertainment, Big Business, Business Executives, Construction, Corporate Management, Corporate Travel, Design/Architecture, Engineering, Financial Professionals, Food & Beverage, Government, Healthcare, HR/Training, Education, Information Technology, Manufacturing, Retail/Wholesale, Sales & Marketing, Small Business.


What type(s) of opt-in process do you use?
It depends on the publisher. Some do affirmative opt-in and some affirmative opt-out. Most importantly, a) every recipient is notified prior to receiving any third-party offers and is given the opportunity to opt-out, b) the list owner is identified in each third-party message, c) an easy, real-time opt-out link is provided in each third-party message, d) opt-outs are sent to the advertiser for 37 days after the campaign deploys, e) opt-outs are applied to the entire list, not just for a particular advertiser.


How often are your lists updated?
Quarterly updates to add new records. Continuous cleaning of bounces and opt-outs.


What kind of targeting can you provide?
Very detailed; also depends on the publication and the questions they ask on their qualification forms, e.g. job function, title, industry, company size, SIC, product influence.


Which creative formats do you support?
All types, we have not yet received a format we can not deploy.


Describe your deliverability and tracking capabilities
ePDTrax, our online reporting tool, is available to every user. Included in these reports are delivery, open and click stats. Users can view these stats by campaign, segment or by day. We also have custom reports based on clients' needs.


Which payment models do you work with? CPM, CPA, CPC?
CPM


What is a distinguishing feature of your email lists or campaigns?
Our lists most resemble the type of lists and selects found on postal lists. We represent response lists with very detailed profile data available for list selection. Our lists are all multi-channel including postal, phones, email, web advertising.


Do you provide any other email marketing services?
Yes, we provide a full line of email marketing services including acquisition and retention deployment, creative, form creation, data processing and database hosting, and custom programming.


What’s your website?
http://www.epostdirect.com/


To view our managed lists visit:
www.epostdirect.com/dc



How do you obtain email addresses?
They are either subscribers to publications, newsletters and/or attendees to an exposition.


How many lists/total names do you manage exclusively?
81 lists in total; 37 are email and 44 postal.


Do you specialize in any particular verticals?
High tech and B2B.


What type(s) of opt-in process do you use?
All of our lists are permission-based.


How often are your lists updated?
They are updated quarterly and cleaned continuously.


What kind of targeting can you provide?
We offer extensive selectability ranging from job title, industry, operating systems, annual budget, employee size, products purchased and many more.


Which creative formats do you support?
Text and HTML


Describe your deliverability and tracking capabilities
We track deliverability on all our lists. In addition we can track open rates on HTML and clickthrough tracking is available on both HTML and text.


Which payment models do you work with? CPM, CPA, CPC?
CPM


What is a distinguishing feature of your email lists or campaigns?
They are highly targeted within the B2B and high-tech market.


Do you provide any other email marketing services?
We have an in-house list brokerage.


What’s your website?
http://www.idglist.com/



How do you obtain email addresses?
Return Path obtains email addresses through a double opt-in process on more than 400 publishers’ websites. Every name on our lists comes through a patented registration process that collects interest and demographic data as well as a high level of permission.


How many lists/total names do you manage exclusively?
We manage 33 million names across more than 50 lists. More than 20,000 new names register daily.


Do you specialize in any particular verticals?
IT professionals, B2B, Small Business, Consumer, Survey


What type(s) of opt-in process do you use?
Double opt-in


How often are your lists updated?
Daily


What kind of targeting can you provide?
Behavioral, geographic, demographic and interest-based (interest categories)


Which creative formats do you support?
Rich media, HTML, text


Describe your deliverability and tracking capabilities
Return Path uses its proprietary Delivery Assurance platform to monitor delivery across ISPs and B2B filters. We also use our in-house deliverability consultants to ensure we are following the necessary best practices to increase email delivery and our email reputation.


Our email response tools also track open rates and clickthrough rates.


Which payment models do you work with? CPM, CPA, CPC?
CPM


What is a distinguishing feature of your email lists or campaigns?
Highly targeted lists, coupled with high permission standards and award-winning deliverability technology lead to more deliverable email addresses and higher response rates.


Do you provide any other email marketing services?
Return Path also provides:


  • Deliverability monitoring and management

  • Email reputation management

  • Pre-campaign creative rendering tools

  • Online panel sampling

  • Lead generation

  • RSS advertising


What’s your website?
http://www.returnpath.biz/
www.postmasterdirect.com



How do you obtain email addresses?
V12 is a hybrid database comprised of opt-in email addresses from both compiled and direct sources. Permission is confirmed on all addresses prior to being added to our database and reconfirmed twice yearly.


How many lists/total names do you manage exclusively?
We own a consumer database of 200mm-plus postal records and 54mm-plus opt-in emails and a B2B database of 30mm-plus postal records. We currently exclusively manage two consumer files and one business file and are slated to introduce several more Q1 2006.


Do you specialize in any particular verticals?
V12 specializes in several verticals including New Movers, New Businesses, Music & Entertainment, Ethnicities, Voters, Business Professionals and the Mature Market.


What type(s) of opt-in process do you use?
Permission is confirmed on all addresses prior to being added to our database and reconfirmed twice yearly.


How often are your lists updated?
Postal lists are updated monthly and email lists daily.


What kind of targeting can you provide?
We offer over 290 fields to target from crossing demographic, geographic, lifestyle, interest and behavioral categories.


Which creative formats do you support?
V12 accepts HTML and text creatives.


Describe your deliverability and tracking capabilities
V12 offers multi-part messaging and adheres to a strict whitelist policy to ensure optimal delivery. We report sent, delivered, opens, clicks and offer program analysis.


Which payment models do you work with? CPM, CPA, CPC?
V12 works strictly on a CPM model for its databases. Our affinity group offers hybrid programs.


What is a distinguishing feature of your email lists or campaigns?
Because V12 is a hybrid database, marketers enjoy the ability to reach a combination of cream-of-the-crop response and compiled data in an affordable and easy continuation environment.


Do you provide any other email marketing services?
V12 offers email appending, email merge / purge, program modeling and affinity / endorsed email programs.


What’s your website?
www.v12group.com



How do you obtain email addresses?
Publishers collect opt-in data


How many lists/total names do you manage exclusively?
200 lists and 50,000,000 names


Do you specialize in any particular verticals?
Luxury Consumer, B2B Verticals: IT, HR, Healthcare, Government


What type(s) of opt-in process do you use?
It varies by list owner and publisher.


How often are your lists updated?
Daily


What kind of targeting can you provide?
Geographic, income, titles, industry and much more


Which creative formats do you support?
All


Describe your deliverability and tracking capabilities
Delivered, opens, clicks, transaction


Which payment models do you work with? CPM, CPA, CPC?
CPM


What is a distinguishing feature of your email lists or campaigns?
Selectability within lists


Do you provide any other email marketing services?
Housefile email transmission

What’s your website?
www.worldata.com



How do you obtain email addresses?
As a list manager we enter into contracts with publishers/website owners to be the managers of their email properties. Each list owner must complete a thorough questionnaire detailing the opt-in process and validity of each name on the file.


How many lists/total names do you manage exclusively?
There are over 90 lists under management. Our contract with all but two of those is exclusive.


Do you specialize in any particular verticals?
Because we manage so many lists there are many areas we are known for. In the B2B sector we have lists in Accounting/Finance, Sales/Marketing, Manufacturing, SOHO and many more. Our clients in the consumer end rely on our ability to finely target based on their needs from our database. Our database consists of the lists under management with their names at our service provider. Over 85 percent of our lists are in our database, so we can combine like selects from multiple sources allowing us to pinpoint audiences extremely well.


What type(s) of opt-in process do you use?
Our list owners use opt-in, confirmed opt-in and double opt-in.


How often are your lists updated?
New names are added daily, weekly or monthly, depending on the list. Opt-outs and bounces are scrubbed daily.


What kind of targeting can you provide?
There are over 250 selection criteria available to our clients. They range from standard city, state, zip, gender, income, et cetera to highly targeted behaviors, interests, job functions or purchase activity.


Which creative formats do you support?
We can support virtually any creative format submitted.


Describe your deliverability and tracking capabilities
Deliverability capabilities are extremely high as a result of our ongoing use of pivotal veracity. We use their service to make sure our emails are delivered to the inboxes of our intended recipients. Tracking capabilities are complete. We offer sent, delivered, opened (HTML), clicks, opt-outs, clicks by link and even purchases if requested by the client.


Which payment models do you work with? CPM, CPA, CPC?
We work on a CPM basis only.


What is a distinguishing feature of your email lists or campaigns?
We offer a unique product mix with over 90 list and/or industry-specific audiences as well as a vast database in excess of 40 million names with over 250 selection criteria. This allows us to meet the needs of just about every advertiser.


Do you provide any other email marketing services?
We also offer a suppression solution. We will create an opt-out link that advertisers can use in any campaign they are involved with. In addition we also offer email appending for our clients.


What’s your website?
www.xactmail.com

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