Done right, email prospects flourish


email_small.jpgADOTAS — As brands look to engage consumers online, marketers are re‐discovering the value of email marketing.

Emailing your in‐house list is now the number one or two top online marketing tactic to drive sales. And it makes sense. Who better to target and engage than the very consumers who have asked for more information about your brand? Growing lists of quality customer names is more important than ever, and becoming a crucial part of every brand’s marketing mix, presenting opportunities for online performance marketing companies.

Within the last few years, brands have turned to online performance marketing companies to grow their inhouse
email lists to help them engage consumers in a meaningful way. Sometimes referred to as “Co‐ Registration,” the leading and more reputable performance marketers are now employing the next generation of consumer engagement and opt‐in. I call this “Non‐organic Consumer Acquisition”, and it presents a real viable option to successfully add a large quantity of quality names to your in‐house lists, thus delivering high ROI.

ExactTarget’s recent white paper, 2009 Email List Growth Study, supports the trend of marketers embracing Co‐ Registration as an effective non‐organic tactic to drive a large volume of quality consumers while maintaining a solid ROI. According to ExactTarget 18% of marketers will use Co‐Registration in the coming year.

Co‐Registration fared well in the ExactTarget study, especially compared to other commonly used non‐organic customer acquisition tactics such as list rental and email appends. 78% of email marketers who have used coregistration in the past will continue to do so in the year ahead (see figure 1a), compared to 63% for list rental and 67% for email appends.

Morgan Stewart, Director of Research and Strategy at ExactTarget warns that some co‐registration practices can actually do a disservice to a brand. “It’s important for advertisers to work with vendors who respect consumer’s permission and privacy, particularly ones with long‐term industry experience,” Stewart said.


Non‐organic Consumer Acquisition follows the original Co‐Registration model, where consumers have the opportunity to subscribe to a brands’ list while on a different publisher’s website. There are, however, key differences between consumer acquisition and co‐registration, which results in a higher quality registration of consumers who are truly engaged in the advertiser’s brand. Five practices that will lead to much higher quality registrations are:

1. Single Brand Registration: Make sure that consumers register for brands email list one advertiser at a time. In fact, this is why I don’t like the name Co‐Registration. The best consumer acquisition programs drive users to exclusive landing pages, and ask the consumer to input their information for each specific list they are subscribing to. Live by the rule that consumers opt‐in one advertiser at a time.

2. Give Value, Not Coercion: Make sure that consumers are not falsely coerced to join your email list in any way. Present real value and allow the consumers to decide if they want to opt‐in to your list.

3. Never, Ever Share Data: Be certain that there is a clear policy never to share data with any other company ‐ and make that policy clear to your consumers.

4. The Right People on the Right List: Make sure your partner is using the most sophisticated targeting methods so that the right consumers are driven to sign up for your email list. At Prospectiv, we’ve seen a lot of success using PrismPro™, our proprietary technology that ensures consumers only see offers that are relevant to them.

5. Track and Evaluate: Be sure you track where all of the consumers who are subscribing to your list are originating from, and evaluate the performance of the source on a timely basis.

Unfortunately, not all Co‐Registration campaigns are run the same way. Co‐Registration has gotten a somewhat poor reputation within the industry because of some questionable and even aggressive practices by certain performance marketing companies. “Using ‘one advertiser at a time’ method help ensure that customers acquired through co‐registration are qualified and likely to return a high ROI,” shared Stewart.

Sticking to the practices above will maximize the quality of registrations and safeguard your email marketing investments.


  1. Co-registration leads can be some of the best converting leads – and at a decent cost. In the early days the co-registration reputation was tarnished because of bad practices and terrible lead quality but it has definitely improved. It is definitely worth a try and testing with a couple different lead sources.


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