The Definitive Guide to Lead Generation

CHAPTER EIGHT: EMAIL MARKETING
PAID EMAIL PROGRAMS
Getting the Cost Down
Paid email programs can be pricey,
but there are low-risk ways to try a
new channel. Consider splitting the
cost with a good partner in exchange
for lead sharing. If you’ve co-created
a content asset, you could find a
vendor whose database is relevant to
both partners. Note: if you plan to
share leads, make sure you
include the proper verbiage on
your landing pages.
Also consider trades. You might be
working with a vendor that has a
similar target audience to yours.
What if you send out an email on their
behalf, and they send out an email on
your behalf? You can often cut costs
by trading.
Considerations for Paid Email Campaigns
Paid email programs can be very different than
emails you send to your database. When creating a
paid email program, be sure to:
1. Work with good vendors. Make sure they
update their house lists, are flexible, and are
willing to negotiate. Good vendors will make
their database sizes transparent, and will
help you determine the best lead generation
package for your business.
2. Have a backup plan. If you thought your
email would generate 500 new leads, but
you received 200, have a plan to fill in the
gap. If a technical problem was to blame,
some vendors will let you negotiate a
make-up send.
3. Don’t be afraid to use the same content
multiple times. Every time you do a send,
even to the same database, only a small
percentage of people actually download/
read the asset you include. While you should
never send the same email twice, you can
re-send an asset in a new context.
4. Don’t send to dupes. Particularly if you are
using a vendor who has a similar database to
your own, you want to prevent simultaneous
sends to the same people. Consider using a
third- party service like Optizmo to prevent
duplicates. Send Optimizo your list and your
vendor’s list, and Optimzo will send back one
concise list.
5. Ask for a make-up drop. Sometimes your
send just doesn’t go as well as expected. Be
aggressive and ask that the vendor re-send
your email.
6. Evaluate over time. Be sure to revisit your
program a few months later—your success
numbers may have changed.
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