The From Line

Part one in a three-part series

The majority of email marketers are missing a significant source for quality leads in the form of co-registration. It is a cost-effective, efficient way to encourage readers to opt-in to a variety of lists while still giving them the opportunity to personalize their selections—a major demand among readers.

Co-registration is when the recipient can subscribe to multiple lists at one time. Typically, marketers brand a “thank-you” page with check boxes of other electronic publications that the reader may opt to join before a recipient completes the subscription process.  The seemingly simple process has many advantages.  

• It can increase the number of subscribers.
• It promotes your lists to readers outside of your typical sphere of influence. 
• It is inexpensive (although we recommend researching services and costs from different providers).

Co-registration can also open the door to other industries and potential partners.  For example, you may be able to work with an established publisher to add your e-zine to their co-registration list and radically increase your subscribers.  There are a few warnings about setting up a co-registration process.  First, is to make sure you have room in your budget for it. It will not make a big dent, but you should understand the costs before venturing into the process.  Also, be sure that the auto-responder feature of your e-zine will accept new subscribers via this method.   

Stay tuned for information on other methods to build your list organically in the next issue of E-ssentials.