Building a list through co-registration
Latest posts | Feed | By Mark Brownlow on May 30, 2007
If you've ever signed up for a newsletter and then found yourself presented with additional newsletter offers from related publishers on the thank you page, then you've seen one form of co-registration in action.Dave Young gets a few experts to chime in on the essentials of setting up a co-registration agreement with other sites and lists. Plenty of good advice in there. A few extra points...
First, the article rightly mentions it, but Dennis Malaspina's blog post drives home the point that your sign-up copy/offer is critical. Your offer is on someone else's site and you only have a few words of space to work with. So you really need to consider just how you're going to persuade someone to part with their precious email address.
Second, it is essential to get your coregistration partners to send you new subscriber details as soon as possible. That way you can send out welcome and/or confirmation emails quickly.
A problem with new subscribers generated through co-registration agreements is that they're not nearly as engaged with your site/brand/products/services as someone who signed up at your own site.
So you need to get them engaged with immediate contact. Otherwise your first email to them might generate a "what the heck is this?" reaction.
Third, the article mentions paying around 5 cents per new subscriber for a paid coregistration service. I'd suggest that the price you're able to pay depends very much on your particular situation.
What is a new subscriber worth to you? Bear in mind that not all new subscribers are alike. As the article points out, you need to track how coreg signups work for you.
Not to mention that you'd be hard pressed to find a quality subscriber generation service with prices as low as that (please tell me about them if you know of any!)
Four, some spam lists masquerade as coregistration services. Stick to quality, reputable services if you are paying for subscribers. Or focus on barter exchanges with sites and lists you know and can trust.
More on coregistration | Tags: email marketing, co-registration, list building
[This post brought to you by Campaigner Email Marketing]
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