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by Brian D. Chmielewski
If you have spent any time on the Internet, you have experienced it.
Unsolicited email in your inbox. Messages which are absolutely irrelevant
to you and which exist only to eat up bandwidth and peak your ire. From
the recipient standpoint these types of messages are obscene and
uninvited, and from the marketer standpoint these messages are detrimental
to reputation, untargeted, and thus, highly ineffective. This is what
Opt-In Direct Email is NOT.
What is Opt-In Direct Email?
Opt-In lists are derived from groups of individuals who opt to subscribe
to receive information in almost every category imaginable. As a
recipient of these messages, you will receive free information on topics
that interest you and if your interests change, you can unsubscribe, or
opt-out, from the mailing instantly. As a distributor of a message to
these lists, you benefit by contacting people who request your information
and who will react positively to its call to action. How positively?
uPromote is realizing a conversion rate - the percentage of actual
recipient click throughs in relation to the total number of messages
sent - of between six and nine percent.
Why is Opt-In Email effective?
The latest GVU study indicates that 55 percent of users simply delete
unsolicited email when they receive it, while only nine percent read it.
There is a proper way to avoid these types of results and Opt-In Direct
Email is your tool to accomplish this.
- Targeting - Remember that recipients voluntarily elect to receive
messages on certain topics. The greater the relationship between these
topics and your marketing message, the greater the chance for high
conversion rates. Since your message is targeted and recipients welcome
the information, your company will not risk damaging its reputation by
sending spam or unsolicited mail, and you will not waste money or time
sending your message to those who are not interested.
- Although online ad analysts spend much of their time commenting on
banner advertising, the fact is that it isn't an effective marketing
communications tools for everyone. Currently, if you are getting a
conversion rate of two percent for your banner campaign, you are beating
the industry average. Opt-In Direct Email can
realize a much broader conversion rate, which equates to greater value
for boosting your traffic and driving sales of services or products.
- Web site traffic statistics, the great price determinant of targeted
banner advertising, is not an exact science. Auditing of Opt-In lists is
simple and immediate, allowing you information on the current number of
individuals in any category who want your message. Invalid email
addresses bounce like bad checks and can be removed to maintain the
integrity of the list, insuring that your message is communicated to an
exact number of interested recipients. With Upromote Messenger
Email, your marketing efforts can reach a range of one million unique
users and you can receive free messages on hundreds of categories.
- Eighty-four percent of the respondents to GVU's 8th WWW survey noted
that email has become an indispensable technology for them. This reflects
positively on Opt-In as a marketing tools for many reasons. Why?
- Your message is heard. There is no doubt about the fact that people
are increasingly communicating through email. In fact, the average users
spends roughly 60 percent of their online time reading, answering, or
penning email, giving your message a high probability of being seen.
- Distribution is swift. The email medium itself allows instant
response to any marketing message, by placing hyperlinks in the body,
thus making time-sensitive campaigns feasible. Opt-In Direct Email
campaigns can be completed in hours rather than the equivalent postal
conversion of three to twenty days, depending on the mailing rate and the
global reach of your campaign.
- Messages can be instantly forwarded. Due to the interactive nature
of direct email, you are not only calling your recipient to action, but a
carefully drafted Opt-In message may end up in the inbox of others who
have had the message forwarded to them.
- Opt-In Direct Email is measurable by click through. So, sales and
marketing can work together to author the proper message and audit the
cost-effectiveness in it. Setting up unique URL's for recipients to
click on allows spectacular tracking of your marketing efforts. This
protocol can indicate the need for future alteration of the communicated
message or re-evaluation of your target market to optimize your results.
For more information on the Opt-In service, visit