[epub] Re: e-mail address list

[Todd Kellner <todd.kellner@xxxxxxxxxxxxxxxxx>]

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>1) e-lists are way overpriced. Currently, e-mail lists run anywhere from
>$.25 to $.50 per name or $250 - $500 per thousand compared to snail mail
>addys around $95-110/ thousand.

Whoa, Steve -- your snail mail estimates are a lowball,
and I haven't seen anyone pay over $200 for a solo mailing
in a couple years. Our Opt-Influence network can do almost
any B2B solo mailing (with selects) for a $100cpm or less. Often
much less. General interest is usually under $8 a thousand.

>2)  Reptuable renters  have had very bad experiences with high bounce rates.
>e-mail addys are pretty ephemeral. They tend to disappear quickly,
>especially Hotmail, Yahoo!, and AoL.

It's important to note that respectable email newsletters
that offer solo mailings generally have less trouble
reaching their subscribers, and have a higher open rate.
Studies show that people are far more likely to open
email from a recognized source.

>3) Response rates suck rocks. Most e-mailed ads (we're talking around 99%)
>are treated as spam at the server level and at the recipient level.

Respectfully, your 99% estimate is incorrect. If you're
spamming people with a $49.99 CD, you'll still reach
a higher percentage than that. Most solo mailings show
a 10-20% open rate, which is factoring in bounces, meaning
out of 200,000 messages sent, 20-40,000 recipients open
the message.

Obviously, there are questions as to the exactness of
open rates (which people have discussed already on EPUB),
but I think it's a good estimate. I know that our
List-Universe newsletters average a 98-99% delivery rate,
not 1%.

>That being said, I recommend a couple of things.
>
>1> Charge a rate that is competitive with snail-mailing lists. 10-15
>cents/name
>2> Vet your renters. Make damn sure they're not MLM / Quik Bux spammers. Be
>sure you get a copy of whatever they're sending by seeding the list with
>names that will route back to you.
>3> Make it clear in the contract that it is for 1-time use only.

Are you talking about actually sending the vendor your
names? I would never, under any circumstance, go that
route. You should never lend out your proprietary list.
It's putting your subscribers at a high risk. When someone
wants to "rent" your list, you personally send it out to your
subscribers, and only if they agreed to receive solo deals.
Otherwise, you're spamming. Simple as that.

Cheers!

Todd Kellner
http://List-Universe.com/
http://Opt-Influence.com/



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