The In·fu·sion: 1. The introduction of a new element or quality into something.
Infuse your marketing efforts with relevant, refreshing content that will leave you craving more. The Infusion, Elixiter’s marketing automation blog, is hydrated with insights from the Elixiter team on new projects, interesting thoughts and industry conversations.
Devour some of Elixiter’s educational articles, useful tips and best practices to help diagnose your unique lead generation pains or improve your current marketing concoction.
Metrics & Analytics
Posted by TaraSlover on December 5, 2013
Although list purchasing is not recommended by most within the marketing world, it is a reality and should be addressed. Email has become an efficient and economic method of contacting both new and current customers, and many marketers find themselves constantly searching for the next best list. How fabulous to find a pre-compiled list of potential customers, and at a great price too! But wait – we’ve all heard the adage that if it seems too good to be true, it is. There are no free lunches. The clichés come thick and fast.
Are these purchased lists all they’ve cracked up to be? Are we risking the reputation and accuracy of our current customer list for a quick-fix to our lead increase challenge? Is it worth the potential harm to the email deliverability and IP reputation?
To retain your sanity, here are some suggestions on ways to grow your email marketing list.
If you’re still considering the list purchase route, read on.
There are several ways to obtain email lists, and the three most common are buying, renting, and generating an opt-in list. The first two work with a list provider, theoretically identifying segments of people based on demographic and/or psychographic information. The third option relies on someone voluntarily providing their email either online or in person (trade shows, mixers, events, etc.) when they believe they are interested in something you have to say.
Before jumping into the list purchase pool, consider the following:
- Test out a small list to determine the quality of information the vendor is providing
- Make sure they supply a statement regarding how the names were collected so you know exactly how the list was obtained.
- Be fully aware of CAN-SPAM rules and the application to the US versus the rest of the world. Note: most countries outside the US have explicit opt-in laws which means most list purchase activities for these countries are not legal.
- Consider using vertical list source vendors that will ensure your audience is more focused and thus provides a list of higher quality = higher conversion.
- If you buy the list, make sure you own it and that there isn’t an ‘expiration’ on the ownership. Some companies will charge additional license fees if you’re unable to remove the names of people who didn’t convert. This is a process you will want to avoid.
- Be specific in titles and on the number of people from any one organization. Big red flag if a company is inundated with an unsolicited email campaign.
- Negotiate a success guarantee where the list provider will provide a cash refund if the list does not meet the exact criteria you were promised. If they supply poor data, they will only continue to supply the same poor data so don’t accept the offer of “credit”.
Those that opt in generally open more emails than those retrieved from a list, but the lack of significant difference in click-through adds weight to the other side of the argument. Legitimate marketing is tough, and there aren’t any shortcuts. But it’s worth it.
Posted by TaraSlover on November 26, 2013
The world of digital marketing is continually evolving and changing and within that realm exists a small but very powerful piece, marketing automation. The progression of marketing automation has ushered in a new era and redefined what it means to succeed. It has altered the entire landscape and brought with it radical new services such as Marketo. Marketing automation is the central location of tracking all things digital and a tool that strives to make marketing professionals’ jobs much easier. With the Thanksgiving season in full swing, the Elixiter team has gathered our thanks for the Marketo platform.
Thank you Marketo for giving:
- 100%, and continually raising the bar, which keeps our jobs challenging and exciting.
- Marketing teams the ability to schedule campaigns. No longer is there a need to pencil in reminders on the calendar to send emails out.
- Data segmentation in a drag and drop environment. No explanation needed.
- Full reporting capabilities so we can avoid extensive Excel formulas; not to mention, time!
- Support – always friendly and timely.
- Native mapping to CRM Systems which greatly improves communication and harmony between sales and marketing. (It can be done!)
- The community – a great place to share ideas, best practices, and learn.
- The ability to sync with multiple plug-ins and platforms. We love playing with and learning new tools, keep ‘em coming!
- Dynamic content so we can personalize interactions with our customers and contacts.
- Campaign attribution and the ability for marketing departments to justify and measure value.
- Elixiter employees, the tools to become the marketing manager’s most indispensable asset.
- Smart Campaigns and Triggers, enabling quick set up of actionable events.
- The ability to clone, which saves time and increases efficiency.
- The extensive choice of Smart List filters that allow us to quickly segment the database.
- The ability to see all marketing activities in one place (huge timesaver).
- Making what used to be manual (and painful) tasks automatic so marketing managers can focus on optimizing campaigns versus executing them.
There is so much for us to be grateful for this holiday season. From our friends, family and loved ones to this wonderful software-as-a-service platform called Marketo, each of us at Elixiter would like to wish you a fantastic Thanksgiving.