Secret #3: Opt-in's Big Payoff
be fooled by the opt-out masquerade
If you want to boost
click-through and sales conversion, start with the best opt-in lists
you can buy and make a great offer. But, you need to make certain
that the lists you rent, or even your own house file, isn't just
a counterproductive opt-out or spam list masquerading as opt-in.
Unless you ask permission first and confirm it, the list is opt-out.
There are only a small handful of list brokers today that provide
100%, or double opt-in lists. And, opt-in usually costs more.
Fact is, cheap names actually cost you a bundle.
popular "rule" is that all permission-based lists are
alike. "Opt-in, opt-out, whatever! Just buy cheap and mail large."
Sound familiar? This is one of the most destructive myths in the
entire email marketing industry. Frequently Those so-called
"cheap" names can cost you a small fortune. Check out the
facts from a list test I ran comparing low-cost opt-out to
more expensive double opt-in
lists. All results are used with permission of the client on condition of
anonymity. These are the actual statistics with only the company
names removed to protect the innocent and to avoid embarrassing the
List A contained 250,000, 100% Opt-in email
names that cost a dime each and were tested against
List B which contained 2 million opt-out names that
cost just a nickel each.
Sounds like a great deal on the opt-out list, right?
Judge the results for yourself
List A - 250,000, 100%
Opt-in email names produced:
List B - 2 million Opt-out
email names produced:
Only 17,000 paying customers
Spending and average of only $25
For a cost per acquisition (CPA) of $5.88!
The more expensive opt-in names:
The Big Rip-off
The lower-cost opt-out list:
Now, ask yourself, was the more expensive, opt-in
list worth it?
Simply put, the opt-out list was over four times more expensive when
measured in cost per acquisition than the more costly opt-in
list. And yet, the price difference per name was relatively small.
You can make money with that kind of arithmetic all day long.
There are no absolute guarantees of success. The success of every
email campaign depends 40% on the list, 40% on the offer and 20% on
the creative. Bear in mind that even the most responsive list won't
work miracles if the copy doesn't sparkle or if the offer doesn't