Comments on: Changes to CAN-SPAM Law & Your E-Mail Reputation http://connectdirect.wordpress.com/2008/05/20/changes-to-can-spam-law-your-e-mail-reputation/ Best Practices & Principles in B2B Demand Generation Tue, 10 Nov 2009 13:01:12 +0000 http://wordpress.com/ hourly 1 By: Howard Sewell http://connectdirect.wordpress.com/2008/05/20/changes-to-can-spam-law-your-e-mail-reputation/#comment-2486 Howard Sewell Mon, 23 Jun 2008 21:51:34 +0000 http://connectdirect.wordpress.com/?p=92#comment-2486 Chris - thanks for your comment and for clarifying your position. I can understand completely how Boomerang doesn't want to put its well-earned reputation at the mercy of whatever list is handed to it by its clients. Most if not all rented lists that we utilize on behalf of our clients are broadcast only by the list owner (typically a publisher), which eliminates any such issue for us. Chris – thanks for your comment and for clarifying your position. I can understand completely how Boomerang doesn’t want to put its well-earned reputation at the mercy of whatever list is handed to it by its clients. Most if not all rented lists that we utilize on behalf of our clients are broadcast only by the list owner (typically a publisher), which eliminates any such issue for us.

]]> By: Chris Kellerman http://connectdirect.wordpress.com/2008/05/20/changes-to-can-spam-law-your-e-mail-reputation/#comment-2485 Chris Kellerman Mon, 23 Jun 2008 21:41:34 +0000 http://connectdirect.wordpress.com/?p=92#comment-2485 Hi Howard, Chris Kellerman from Boomerang here. I was actually the author of the post that you referred to above (thank you for the nice comments by the way) and I wanted to respond. Re-reading my post just now, the quote about ruining reputations and rental lists not working does seem a bit harsh, and I certainly did not mean to debase legitimate list brokers with that comment. That said, as you mentioned I was simply stating our company's own need to protect itself from sending to a "bad" list, one that could indeed cause major issues for an email service provider like Boomerang. And since we can't be sure how clean and well-researched a list rental is until it's already out there, that's a risk that we cannot afford to take. Hi Howard, Chris Kellerman from Boomerang here. I was actually the author of the post that you referred to above (thank you for the nice comments by the way) and I wanted to respond.

Re-reading my post just now, the quote about ruining reputations and rental lists not working does seem a bit harsh, and I certainly did not mean to debase legitimate list brokers with that comment.

That said, as you mentioned I was simply stating our company’s own need to protect itself from sending to a “bad” list, one that could indeed cause major issues for an email service provider like Boomerang. And since we can’t be sure how clean and well-researched a list rental is until it’s already out there, that’s a risk that we cannot afford to take.

]]> By: Terry Christiani http://connectdirect.wordpress.com/2008/05/20/changes-to-can-spam-law-your-e-mail-reputation/#comment-2465 Terry Christiani Mon, 02 Jun 2008 17:45:06 +0000 http://connectdirect.wordpress.com/?p=92#comment-2465 The best experiences in renting lists that I have had in B2B email marketing are the opt-in lists of industry publications and industry associations. Yes, they can be a bit more expensive than other lists, but you are guaranteed the two most important things in your target audience: 1. Permission 2. Genuine Interest Converting names from these B2B list rental sources is easier and the subsequent brand awareness among them will drive your open & click-thrus ever upwards over time as long as you are consistently putting quality content in front of them. Renting opt-in lists is not going to ruin anything. Now, if the quality of your content and offer are shaky, then you are definitely at risk. The best experiences in renting lists that I have had in B2B email marketing are the opt-in lists of industry publications and industry associations. Yes, they can be a bit more expensive than other lists, but you are guaranteed the two most important things in your target audience:

1. Permission
2. Genuine Interest

Converting names from these B2B list rental sources is easier and the subsequent brand awareness among them will drive your open & click-thrus ever upwards over time as long as you are consistently putting quality content in front of them.

Renting opt-in lists is not going to ruin anything. Now, if the quality of your content and offer are shaky, then you are definitely at risk.

]]> By: John W. Furst http://connectdirect.wordpress.com/2008/05/20/changes-to-can-spam-law-your-e-mail-reputation/#comment-2459 John W. Furst Fri, 30 May 2008 12:01:51 +0000 http://connectdirect.wordpress.com/?p=92#comment-2459 Using someone else email list is just another form of reaching potential buyers. Nothing wrong with that. But it's a lead generation method that seems to be largely neglected by the online business community. They should consider it, though. There are certainly markets, in which you would not reach those targeted prospects with any other means at comparable cost. Jeopardy? It depends on the reputation and practices of the list owner. Anything can be abused. You certainly should do your homework and check out potential partners beforehand. At the same time, I'd advise that you build your own list and build a relationship with those folks. But your initial lead could be "borrowed". The net is full of "free traffic, free leads - how to strategies", but in reality, it is often more effective and efficient to buy leads. It's quicker and if the source is good, it will be more targeted as well. --Yours John P.S.: You have some very valuable content on your blog. I'd really like to invite you to submit to my new "email marketing tips blog carnival". That't the kind of info (quality-wise) that I am looking for. You can check out the first edition at http://blog.fcon21.biz/post153/ Using someone else email list is just another form of reaching potential buyers. Nothing wrong with that. But it’s a lead generation method that seems to be largely neglected by the online business community. They should consider it, though.

There are certainly markets, in which you would not reach those targeted prospects with any other means at comparable cost.

Jeopardy? It depends on the reputation and practices of the list owner. Anything can be abused. You certainly should do your homework and check out potential partners beforehand.

At the same time, I’d advise that you build your own list and build a relationship with those folks. But your initial lead could be “borrowed”.

The net is full of “free traffic, free leads – how to strategies”, but in reality, it is often more effective and efficient to buy leads. It’s quicker and if the source is good, it will be more targeted as well. –Yours John

P.S.: You have some very valuable content on your blog. I’d really like to invite you to submit to my new “email marketing tips blog carnival”. That’t the kind of info (quality-wise) that I am looking for. You can check out the first edition at http://blog.fcon21.biz/post153/

]]> By: Steve Mertel http://connectdirect.wordpress.com/2008/05/20/changes-to-can-spam-law-your-e-mail-reputation/#comment-2446 Steve Mertel Thu, 22 May 2008 14:46:03 +0000 http://connectdirect.wordpress.com/?p=92#comment-2446 Well-said Howard. A small part of me can understand where David is coming from. I stress SMALL. I am a list broker. I help market everything from consumer catalogs to technology webinars. The point I want to focus my comments on is where David states: “list rentals ruin our reputation and that of our clients” This statement is a bit extreme to me and I believe results from bad list research prior to renting a list. List Research is one of the most critical components to a successful email marketing campaign. Using reputable sources is key. If you don’t know how to find them, consult a list broker. We focus on list rental as our primary channel of marketing for our clients. We will not only assist in marketing to a reputable list but assist in price negotiations, facilitation of campaign, analysis of results, and many other value added services. These key points will help maintain the reputation that you worked so hard to get. Well-said Howard. A small part of me can understand where David is coming from. I stress SMALL. I am a list broker. I help market everything from consumer catalogs to technology webinars.

The point I want to focus my comments on is where David states: “list rentals ruin our reputation and that of our clients” This statement is a bit extreme to me and I believe results from bad list research prior to renting a list. List Research is one of the most critical components to a successful email marketing campaign. Using reputable sources is key. If you don’t know how to find them, consult a list broker. We focus on list rental as our primary channel of marketing for our clients. We will not only assist in marketing to a reputable list but assist in price negotiations, facilitation of campaign, analysis of results, and many other value added services.

These key points will help maintain the reputation that you worked so hard to get.

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