Rented Lists & Ezine Ads

SUMMARY: You've heard all the experts say that email *only* works these days for relationship marketing. It's all about messaging your in-house list. But what if you don't have a great house list? And, what if you really need a whole bunch of new business leads quickly? Discover how one marketer works around the problem by placing unusually well-copywritten text ads in niche email newsletters. Our exclusive Case Study includes creative samples, media buying tips, and cost-per-lead-generated data: read the complete case study

SUMMARY: Renting email lists can be tricky (think bad lists, CAN-SPAM and filtering). But here’s the good news: Three years ago, only 10% of rentals were deemed safe for reputable emailers, but that figure has nearly doubled because marketers are getting smarter and demanding cleaner, more targeted lists.

How do B-to-C and B-to-B marketers get their hands on a good list, and what are the best practices? In the first installment of a two-part series, we’ll tell you everything you need to know before sitting down with a broker. read the complete article

SUMMARY: An MarketingSherpa reader (who asked to remain anonymous) just sent us a good question, "Isn't renting email lists a bad thing? Aren't all renters spammers? How can you recommend that marketers rent lists?!"

Here are Ten Rules of Thumb:

It is generally considered OK to rent a list as long as:

1. The list itself does not transfer hands. You never see the list. You never get a CD ROM, print out or other... read the complete article

By Anne Holland, President

"We never pay for a non-top position ad in an email newsletter," Marty Brandwin, Marketing Director at Jinfonet Software told me the other day.

Why? He says, "Our past numbers show us there's at least a 50% drop off in clicks from lower positions." So, unless the newsletter's reach is extraordinarily on target and the lower position is a heck of a lot cheaper than the top, it's not worth his time.

Here are... read the complete blog post