White Papers & Reports
Debunking Co-Registration Myths: How to get high-quality leads ethically, quickly and cost-effectively
In the past, co-registration was considered a shady strategy used only by unscrupulous companies to aggressively grow their mailing lists. Seen as a “shotgun approach” that emphasized quantity over quality, co-registration was something only spammers did. In the last few years, however, that view has changed dramatically. Co-registration is no longer the sleazy domain of fly-by-night spammers and scammers. It’s used by some of the biggest, most-respected online businesses—because it’s simple, effective and affordable.
Many email marketers look for the lowest price point and equate that to the best value, but the lowest cost may not be the best value. The industry overall has not done a good job of defining what constitutes a good value. Email service providers are often lumped together in one big group with average cost per email transmission serving as the comparison points for potential clients. This lump categorization might have worked in the early days of email marketing when large companies (with even larger budgets) ruled the email marketing airways. It doesn’t work today. Small businesses have just as much marketing savvy as their larger counterparts and the use of email as a dominant marketing medium is higher than ever.
The world of email marketing has changed dramatically during the course of the last decade. The main catalyst of the change has been remarkable advances in technology and the channels available for communication to our target audiences. Technology keeps getting better, faster, and more reliable. As marketers harness the power of one outlet, it is replaced by one that is more powerful and more effective. Another factor contributing to the change in email marketing is the audience’s reaction and response to a marketer’s message as the industry shifts toward bigger (or in some cases smaller), better, and faster communication channels.
Delivering to the inbox consistently has become a complex technical and creative process that will only increase with difficulty over time. Gold Lasso's 2011's Deliverability Nuts and Bolts explains in great detail how email deliverability currently works and all the best practices of getting your messages into the inbox. From IP addresses to feedback loops no stone goes unturned in explaining why sometimes legitimate messages get delivered to the spam folder or not delivered at all.
As a result of the 21st Century Marketing Paradox, marketing automation has become a necessity. How should marketers take advantage of easy customer reach without overburdening IT and production? More importantly, what solutions are available that can help marketers automate the processes of getting the right message to the right person at the right time through the right channel?
Get these answers and valuable information about how to design and implement a great marketing automation program no matter what industry you're in.
Considering that more than 10 billion videos are viewed online every single month (according to comScore, Inc.), it’s no surprise that marketers and retailers are eager to incorporate video into their email marketing campaigns. When the content is compelling, relevant and useful to the viewer, videos have the power to engage customers far more than simple text or images. Videos let you show, not just tell, customers about your products. And if the video’s especially educational — or entertaining — it can become a viral marketing tool, which can lead to more subscribers.
In a perfect world, your email service provider is flexible, responsive to your needs, knowledgeable of new technology, and cost effective. It is not a perfect world, though. Instead, working with an email vendor, or any vendor for that matter, can be frustrating as you negotiate contracts and customize service plans. Too often, the level of customer service exhibited during the initial “sales” process drops off after the contract is signed.
A joint study with Azam Marketing, one of Europe’s oldest digital agencies
The act of sending a single email is so simple that it often clouds marketers’ heads into thinking the act can be scaled with little issue. The processes, technology and skill needed to scale mass email transmissions from hundreds, to thousands, to hundreds of thousands, to millions, to tens of millions, becomes exponentially complex with each step.