FAQ: Email Marketing Campaigns

Below you will find some common questions and answers about email marketing campaigns.

A Well Defined Email Strategy

What are the various success rates of the email campaigns you've had experience with? Sales conversion? Click-thru conversion? What other metrics are common and important?

Best case scenario would be to find a broker who has a list that is as close to a match to your defined target demographic, acquire rights to that list (or put together an offer that his affiliates can mail) and send a CLOSELY monitored campaign. This would give us enough data on recipient activity to determine how to proceed. I think the leads generated from the Skeeterdefeater.com site will best be used to generate "tell a friend" leads, build your brand and to encourage CRU sales.

Is there a minimum amount of recipients for a campaign to be successful? Obviously this will be reliant mostly on the goals we set, but just seeing if you've seen some kind of critical mass that shows a minimum you would recommend doing.

The success rate of a campaign is hard to determine based on recipients alone. If we were to indiscriminately mail to the greatest number of email addresses and the cheapest price (which WOULD get us labeled as SPAMMERS and generally bad people) we might be able to say that we need send to mail to 100MM to make $40K in sales. Some email campaigns (at least initially) are more effective when sent to lower numbers of higher quality names. The cost will be greater and might not even show an immediate ROI through sales, but we will see greater Open and Click Rates which will allow us to better gauge a campaign's effectiveness.

How often should an email be sent out to be successful without being bothersome? Esp. in regards to the same recipient (newsletter or new promotion?).

This is really determined by the list. A 100% opt-in list that gets a monthly email newsletter would not find one or two "promotional emails" bothersome. Mailing 2 a day is always a bad idea.

What are your ideas on gaining email addresses free? Don't have to be specific, but knowing that lists are costly, I'd like to know there are some ways we can get free emails if it's relatively easy in your estimation.

Our best bet on getting quality free lists will be through paid banner placement on relevant sites and using strategies like "register for a free something" or other such offers. The advantage we have in this is that we can deploy web content fairly rapidly. People are always interested in getting something for "free" and have become accustomed to give up an email address and other information to get that something.

Do you handle database management? What kind of software is required for that?

Database's related to email lists would be handled by us. If we felt there was a need to house the data other than in that manner, we can assist in setting that up.

What are the hard costs associated with email marketing? What are the ballpark figures, say, for an email to 50,000 recipients?

The actual costs are dictated by the strategy. so that is hard to answer. If you gave us a list of 50K names that you could guarantee were opt-in and well maintained and said "please create an email message with this content and this look" we would charge you around $2000-2500. That would include a setup fee, a CPM of $10.50 and a template design. The hard cost would be about $300-500.

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