Part 2: The lists
selection and analysis is the first step to ensuring a successful direct
email program both online and off. The money is in the list and in this
sense the internet has not changed this fact. Today, it is much less
expensive to collect and test different offers with the speed of the
Internet. This is the same way publishers have sold magazine
subscriptions and books since the beginning of the century. The only
difference today is that the Internet has made it much faster and
cheaper to compile permission based opt-in lists online.
Even a great
product at a reduced price would be useless if it is presented to the
wrong prospects. You must target your prospect to generate traffic for
your product by Web site or mail.
Most lists fall
into two categories compiled lists or direct email lists. Compiled
lists are phone directories annual membership rosters, and
manufacturing directories. Response lists are just as they imply
they have responded and purchased a targeted product or service
recently, because of this fact they are most likely to purchase a
similar item again. Response lists are common for magazine subscriptions
or lists of prospects that have purchased life insurance or indexed
Standard Rates and
Data Services (SRDS) are directories of response lists. They will
include quantities and descriptions of each list for sale.