Online direct marketing for advertisers seems so easy. It’s a rather small community of businesses and individuals who are the movers and shakers and make the commerce flow from place to place. However, it’s not as easy as it seems at first. Direct online marketing is a great deal like being in an airport during a long and extended lay-over. If you’re hungry, you can always go buy the cold $6 fast food hamburger. Or, you can shop around looking for the better deal on overpriced food. However, since you don’t know what’s outside the airport terminal and don’t have access to a vehicle, you’re options are limited. It’s eat the overpriced hamburger or go hungry. While you chew away on the thin patty that looks anything but meat-like you know there’s a whole city just a short distance away full of good, cheap food and it makes you angry that you don’t have access to that land of milk and honey. For the “newbie” advertiser, rusty veteran or even engaged pro, here’s a quick “how-to” not look like a tourist in the world of direct online marketing.
-Payment terms: Find the best payment terms you can. The list owner rarely, if ever, offers up this information. They are looking to do business. You are looking to do business. There is room for common ground, communication and a little haggling. Generally, I find it best not to prepay. I do not like the system of prepays, and there are countless people who will disagree and curse my name for saying such a thing. However, if you do your homework and confront a publisher when they demand a $5,000, $25000 or $1000 prepay and let them know that you’re not a tourist, you might find not only someone willing to work with you without the prepay, but you might also find a long term partner who can do an amazing amount of business with you without the taint that pre-pays so often bring to a relationship.
-Triple, Double Opt-In Lists: Everyone is touting their new 30 million “double” or even “triple” opt-in list. Statistically, I don’t see how that is accomplished. Besides that, many publishers buy opt-outs and somehow claim them to be opt-ins. This is where the question of definitions really becomes important. Do not be so naïve as to think that just because an agency makes claims about the veracity or strength of its lists that the claims are true. Occasionally you will find an honest person who gives you the truth about the nature of their list, but everyone with experience in online marketing can tell you that they’ve been burned at least once (if not ten times) by companies claiming double or triple opt-ins. It’s all the fad now especially with the CANSPAM legislation, so be especially cautious and always ask details. Imagine you’re a doctor doing a full physical history with a patient by asking all the questions you can before committing to a data buy.
-Transparency: The company making the pitch seems alright, you’ve gotten quick replies to your emails and im’s, and now you’re wondering what else you need to know before signing the IO. Make sure you know where you’re stuff is running. Know where the leads are originating. Where is the offer being ran and who exactly is running it? Is the agency or person you’re dealing with going to broker the article? Who are they brokering it to? The common response to these questions of transparency is the infamous “I can’t tell you because they are my contact and you might go around me” excuse. Take this and you’ll look like a complete tourist. Demand protection for your brand, and for the quality of leads. Why pay for horrible leads and numerous UCE complaints because a salesperson seemed nice and trustworthy? Get as many references as you can on every mailer that you do business with, and use those references. References are a commonly asked for but rarely used. Be an exception and show that you care about your campaign.
These are just three items that most “newbies” and even veterans of the online marketing industry seem to look past. However, why pay for the expensive airport hamburger when you know there’s a great meal waiting for you just a few minutes away. You’ve got the time to get to the restaurant by taxi or by friend’s car, so do the right thing and save money while also saving your brand. Ask questions, be persistent and know what you are paying for in terms of leads, delivery and brand worthiness.
Sam Harrelson is co-editor of the Digital Moses Confidential. Please send any comments or questions to sam@digitalmoses.com
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