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Chaperoned Email Tips
We're making commercial lists work well, when targeted by demographics and interest area. This is good, because there are VERY few nonprofit lists available for sending chaperoned emails. You might work out some exchanges, but that's a complicated process. You'll probably want to test regional lists for local donors, right? I bet the local newspapers have email lists to which they send daily headlines. Maybe other media do, too. Many organizations, like the NYTimes, won't send a chaperoned email, but will allow an "e-newsletter sponsorship" which is an ad of 4-6 lines and a link within their daily email. The most successful email lists are charging about the same amount of money that they would for direct mail usage -- $100 to $150 per 1000 names mailed. Some are charging $250 or more. That's a holdover from the dot com boom days and it's very hard to make those kind of lists work at that price. The three elements of success are: the right lists (at the right price); the right copy; and the right landing page. Measure two variables that comprise eventual success: (1) the click-through rate of your email or other ad (this tells you how good the ad and the list are); and (2) the "close" rate (donations or other actions taken as a percentage of the clicks). This tells you how good your landing page is. April 2004 | |
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