June 19, 2017 ByCheryl Dykstra
Using a marketing tactic called a “dedicated email
drop,” has the potential to send a huge amount of traffic to your website or lead magnet offer
using someone else’s email list.
But how do you get access to someone else’s list? Keep
reading to find out…
Drops: What Are They and How Do They Work?
The key to understanding a dedicated email drop is to
understand that you’re not being sold someone’s list, you’re being sold access
to someone’s list, and often you're also being sold that business' endorsement.
Your message will come from that business as a sponsor, and
will allow you to broadcast your offer to people who you know would be interested
in your product/service based on the list you’re accessing.
In order to implement this marketing tactic, you’ll need to do
some research to find a trusted businesses that could partner with you whose audiences would be interested in your
product/service. To do this, you could do some research on your own or utilize
a paid tool, such as What Runs Where
to help you locate businesses that offer advertising/email drop opportunities.
It’s good to reach out to at least five of these businesses
to find a cost/list that
will work for you. Depending on the business, they could charge more or less
for a dedicated email drop, though most are quoted on a Cost Per Thousand (CPM)
basis and usually fall between $6 and $20 per thousand email addresses.
Other businesses will ask for a percentage of sales you make
from their email drop. It really just depends on the business and the
arrangement you make.
You are looking for someone who has earned a high degree of trust with the people on their list. You don’t want a company who has basically compiled a list. The relationship between the sender and list is the key to success.
Protect yourself from scammers and never allow them to use you as the sender. This could result in you being blacklisted in the event the list owner doesn't have permission to send to the people on their list.
How to Calculate the
Success of a Dedicated Email Drop
In order to know if a dedicated email drop will be
successful, you can do some quick math.
You start by gathering the
following from the vendor so you can calculate the Cost Per Click:
The following example
metrics are from our friends at DigitalMarketer:
list of 100,000 subscribers
$1,500 to rent ($15 CPM)
estimated 15% Open Rate, and
estimated 16% Click-Through Rate
will yield an estimated 2,400 clicks to your offer or Lead Magnet opt-in page.
$1,500 clicks / 2,400 clicks = $.62 Cost Per Click
$.62 clicks… not too shabby.
Let’s assume you are sending clicks to a lead magnet offer
that is converting at 40%.
2,400 clicks x 40% opt-in rate = 960 Leads
From there you’ll estimate the cost per lead (CPL).
$1,500 List Cost / 960 Leads = $1.56 Cost Per Lead
This marketing tactic is a great way to get fresh traffic to
your website and to your lead magnet offer. You’re better able to control who
sees your offer and for a good price.
If you’d like help setting up a partnership or dedicated
email drop with a business that suits
your products/services, call Sales & Marketing Technologies today at
407-682-2222 or contact us online.