The From Line
Sending, Managing & Monetizing Email
Despite enormous efforts on the part of marketers, email deliverability rates have halted after the first half of 2011, coming in at 81%, according to a study released on September 20th by Return Path.
Although reasons for this are numerous and often situational, a certain amount of blame in this case can be placed on “priority inbox”. This lovely little tool, created last year by Google, essentially puts a brain within your email account. It sees and records every action and configures message placement accordingly. So what we’re seeing are high reported delivery rates that don’t necessarily reflect the number of messages actually delivered. Technically the provider may have accepted it, but it doesn’t mean it’s landed in the customers’ inbox.
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Really Dumb Moves By B2B Marketers
The B2B marketers who didn’t learn their lessons with traditional email marketing systems are making the same mistakes with marketing automation. “Dripping out text messages to purchased lists from marketing automation systems will yield the same sub-par results” says Michael Weisel, Chief Technical Officer of Gold Lasso. As a veteran in the email deliverability space, Michael thinks investing more money in better technology will have no effect on email deliverability and conversion rates for the long run. By purchasing lists, B2B marketing executives are attempting to justify their latest technology purchases quickly. This tactic often results in dire consequences that no business can afford such as email blocking, loss of software licensing and the squandering of a marketing budget.
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Gold Lasso's RegReady put together a quick presentation to educate website publishers about form monetization. In addition, the presentation shows how website publishers join and benefit from Gold Lasso's RegReady co-registration network. The presentation highlights the differences between traditional co-registration and RegReady's methodologies that provide advertisers an ethical and responsible way to grow their email lists.
Click here to check it out:
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Gold Lasso’s RegReady is a fast growing co-registration network – serving hundreds of websites and processing hundreds of thousands of co-registrations. RegReady’s co-registration network serves both publishers and advertisers.
What is Co-Registration?
Co-registration is an advertising methodology specifically used to build lists and generate sales leads.
How is it Done?
It is done by putting contextually relevant ads in the path of a Website’s registration form, hence the name “co-registration.”
Co-registration traditionally has seen many methodologies and has experienced mixed results primarily due to the many blind models that were created. RegReady is exactly the opposite, it is a 100% transparent network of website and e-newsletter publishers across 35 different verticals. It is designed to give publishers the ability to create a new revenue stream from their website’s registration form submissions with other publishers in the network of their own choosing. It also allows these same publishers to generate 100% real time transparent opt-in leads directly from other publishers websites. There is no upfront cost and no obligation to participate!
Some notable organizations that are already participating include:
• MarketingVOX
• iMedia Connection
• DemandGen Report
• MarketingSherpa
• Retailer Daily
• AdRants
So, you ask:
Why Be a Publisher?
• Leverage an untapped revenue stream for your organization
• Expand the reach of your brand across partner publisher’s audiences
• Have full control of your relationships with advertisers and veto inappropriate ads or relationships to your organization’s vision
• The ability to co-mingle your brand to your other brand’s audiences
• Create your own private network of partners and add more value to your internal advertising sales
• Leverage an untapped revenue stream for your organization
• Expand the reach of your brand across partner publisher’s audiences
• Have full control of your relationships with advertisers and veto inappropriate ads or relationships to your organization’s vision
• The ability to co-mingle your brand to your other brand’s audiences
• Create your own private network of partners and add more value to your internal advertising sales
Why Be an Advertiser?
• Generate real time leads, qualified leads
• Integrates with eLoop auto responders and time released messaging.
• 100% lead source transparency, no guessing if leads are new or if they have heard of you
• Supplement your existing email subscription database and replenish your pipeline
• Great source for replenishing normal email list attrition due to bounces, the unsubscribed and normal list hygiene depletion
• Cost of leads is based upon open bid model, no fixed price (open market model determines real cost of lead, open auction similar to Google Adwords or eBay’s’ bidding models)
Interested in being an Advertiser or Publisher? Click here
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The forward-to-a-Friend gimmick is a failed attempt by e-mail service providers to incorporate viral marketing tools into their applications. Because 100% of the most commonly used e-mail clients have a forward e-mail feature, people use that instead. The only thing we e-mail service providers can do to save face is to hope that the feature reminds people to use their forward button.
A recent survey to online marketers by the Email Experience Council asked, “What is your most successful list-building tactic?” Only 6% chose “Viral: empowering subscribers to share my e-mails via forward-to-a-friend,” 9% chose “Acquisition: growing by renting lists,” and 84% chose “Organic: capitalizing on sign-up opportunities across all of my channels.”
These statistics prove that the forward-to-a-friend process is inadequate, and a more formalized referral program is needed for success. A good program is automated, timely and usually starts where the original opt-in process ends. Once a Web site user has gone through the motions of opting in, it is a perfect opportunity to ask for a referral. Ask the referrer not only for an e-mail address, but also a full name. When soliciting the referee to opt-in, always personalize the message and, most importantly, reference the referrer — this gives you instant credibility and will produce a much higher conversion rate.
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