Archive | August, 2011

Enhancing Your RPE (Revenue Per Email) with Email Appending

23 Aug

Much has been spoken about the right metrics to measure the success of your email campaigns. With the emergence of RPE as a key indicator, new studies are now revealing ways and means of shooting up this measure. While industry pores over relevant steps in campaign and post campaign stages like screening lists, improving opt in efficiencies and managing bounces, most people tend to overlook one key pre campaign step – Email Appending.

Before you work out the math, let me explain a bit about Email Appending for the benefit of the uninitiated. To put it in simple terms, the process of Email Appending is nothing but adding missing emails to your internal database. This does not involve harvesting emails through secondary data but it entails running a search against a file containing a large volume of contact records and finding relevant matches. This is usually done through reputed agencies who hold huge inventory of opt in contact data that have been acquired through CAN SPAM compliant methods.

Now for the math; let’s assume that you have a list of 20,000 contact records of which you are sending an email campaign for selling a calling card to 10,000 contacts which have emails. RPE is calculated as
RPE = Revenue Generated/ (Email quantity sent – Number of bounces)
So if you have a high bounce rate of 10%, you would have a total of 1000 bounces, meaning that 9000 emails would have been successfully delivered
Assuming you have a conversion of 2% (after factoring in the read rates) and your unit cost is $200, you would have a total revenue through the campaign of
Revenue = 9000 * 2/100 * 200 = $36000
So the RPE would be
36000/9000 = $4

Now if you put up the other 10,000 contacts for email appending through a credible agency, you would get a net result of close to 50% appended emails with a 100% delivery guarantee. (This is a guarantee which is offered by the top email appending service providers)

Substituting the values with the same conversion rate, Revenue would be
Revenue = [(15000 – 1000) *2/100 * 200] = $56,000
So the RPE would be
56,000/13500 = $4.15

So, not only does your overall revenue increase through an email append process, your overall RPE increases too.  So your minimal investment into an email appending service is totally justified by the significant increase you gain in your revenue and RPE.

Marketers would do well to keep these factors in mind, while calculating their ROI on email marketing and fix their internal lists with an email appending service.

To get a detailed description about how we can help you and your business in getting the maximum ROI please visit AppendSolutions or just Schedule a Call with us. You could also send your queries sales@AppendSolutions.com

To test our email appending service at no cost, please feel free to contact me or just send me an email with a sample file of 100 contacts.

Regards,
Robbie Mckenzie
sales (at) AppendSolutions.com
888-409-6776
https://www.AppendSolutions.com

Marketers Dilema – Email Appending Vs List Acquisition

19 Aug

There are some critical decisions that marketing decision makers are faced with, to manage their lead generation initiatives. To start with, one question that the Marketers may have to address would be the cleansing of internal data and the acquisition of new data. This decision is based on some critical factors like the target audience profile and the frequency of the campaigns. Companies collate internal lists through various channels and they spread out their direct response and branding campaigns to this list. But in most cases, a bulk of these internally generated prospect lists may suffer from the absence of some highly important data like emails. This seriously affects the success rate of all email campaigns.

Every internally generated contact is vital importance to the company’s marketing plans. Thus missing information, especially emails need to be appended to internal lists. Email appending becomes a solution that a company would need to employ in their online marketing mix, before a decision of new list acquisition is taken. Email appending ensures that your lists remain complete and current and gives you the best returns as well. This is especially relevant for larger organizations which spend large budgets on building and maintaining their internal client and prospect lists. Through email appending, companies have enjoyed a huge improvement in their overall Marketing ROI through online channels. Ultimately it all boils down to the fact that there is nothing quite like a list of your own clients and prospects and these need to be preserved and nurtured with utmost care.  So, effectively list acquisition is only the next stage after list appending.

To get a detailed description about how we can help you and your business in getting the maximum ROI please visit AppendSolutions or just Schedule a Call with us. You could also send your queries sales@AppendSolutions.com

To test our email appending service at no cost, please feel free to contact me or just send me an email with a sample file of 100 contacts.

Regards,
Ryan Brown
sales (at) AppendSolutions.com
888-409-6776
https://www.AppendSolutions.com

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19 Aug

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