email marketing - inhouse or outhouse
For some guys reading this, you may feel an association with the title.
For everyone else, in-house or the outhouse (but definitely not spam)
affects the level of success for your email campaign.
How to build an in-house list
In-house lists (also referred to as permission based emails) have generally
been acquired by the company internally. This acquisition may have been
through offline competitions, forms, product sales or business card transfers.
Online, in-house lists can be generated from web forms, newsletter subscriptions,
online purchases & promotions, memberships, or emails themselves.
An in-house list has shown to out perform all other types of lists. In
fact, 48% of permission based recipients are curious to read these emails.
A further 13% of recipients are actually eagerly waiting to open and read
Other sources of permission based emails
List providers can supply the next best thing to in-house lists. Though
not as effective, this is a good place to start building your own in-house
When using such lists (also known as 'rented lists') your objectives
may be different. For example, a previous customer who has already bought
from you has an established relationship with your company and is more
likely to purchase from you again without too much coercion (assuming
they're a happy customer). A rented list does not come with any relationship
to the customer and should be approached accordingly. (See 'How to write
Choosing a list provider
Here are a few helpful hints before you rush out and buy a bunch of emails
based on price.
Double opt-in or single opt-in?
It has been proven that you generate twice as many responses to your emails
if you choose a double opt-in list (See 'Glossary of Terms'). You will
also pay twice as much for a double opt-in list. However, it has also
been proven that only approximately 40% of recipients will opt-in for
a second time - confirming their original request of receiving specific
information. What does this mean? Well if you choose the single opt-in
list, you may have to do a fair bit of 'list cleaning' and receive half
as many responses (for half the price of course). The question is really
a price sensitive issue.
Where does the list really come from?
You're on a web site that requires you to sign up for that free download,
newsletter or to buy a product or service. You're then asked if you would
also like to receive information about other products and services that
may be unrelated to your initial request. Consumers, who make up this
list, although they loosely fall into the 'permission' based email category,
usually provide the lowest of response rates - albeit far better than
Further to this, you should also scrutinise the sign-up page that list
providers use. Does the sign-up page clearly indicate what people are
agreeing to? Does the form have a pre-checked or pre-selected box (also
known as 'negative opt-in') or does the user select these boxes manually?The
later here is the preferred method.
Is the list provided by a reputable source?
Do you know anyone who has used the services of the list provider? Do
they display testimonials or past campaigns or a list of customers on
their web site? Be sure to do your research. An uninformed choice could
leave a bad impression of your company in the marketplace.
This site has an anti-spamming policy which should be read by anyone wishing
to use our services. Apart from this, spamming is increasingly becoming
the number one enemy to the email reader. Recent statistics show that
77% of all unsolicited commercial email ('spam') is deleted without reading.
If you'd like further information on how to build your own in-house list,
or you believe you have received spam from one of our Members, please
contact us through the inquiries form or phone
here for a free 30 day full working trial of e-promote! VeMail
take a look at the online
audio demo tour or make an online enquiry to see if we can help your
company to reach your customers in a very cost-effective way!