by
Robert Leggett
Copyright (c) May 2003
I just bought 2,500 leads from an opt*in mailing list
vendor. They sell each record only twice, advertise a "penny
per lead" guaranteed, have average 25% "bounce" so included
an extra 1,000 names -- 3,500 names for $25.
I had a greater percentage of "bounces" and was sent more
leads...from the size of the file, probably a lot more. This
is a general interest list. I can use it over and over
again. Which means I --
* Save and Backup the Original Database!
* Copy it to a Master Database
* Send out to Master Database
* Trash all the "bounces"
* Copy the "cleaned" Master Database to My Database
* Delete all my "uns*ubscri*bes"
* Send My Database out again with My new message
* Copy the "cleaned" Master Database to My Partner's
Database
* Send out to Partner's Database
* Delete all Partner's "uns*ubscri*bes"
* Send Partner's Database out again with Partner's new
message
The reason I keep the Original Database? It includes many
physical addresses. Later, when I develop my own product(s),
I can snail-mail my offer(s) to them. Their email might
bounce, but if they gave an honest address, there is a
chance they will still be there. Yes, there is much more to
marketing your product than only via the Internet.
The Original Database
I received my List as an email attachment. It was formatted
Comma Delimited, with Quotation Marks, ASCII Text. An
excellent format for importing into any database. It is
beyond the scope of this article to tell how I was able to
bring this file into Paradox, my preferred-at-this-time
database.
Hindsight -- During an intermediate phase, using my
wordprocessor, I should have converted all records to
"Initial Caps." This would have given me a better working
model when I sorted my database on various fields.
I first sorted on the Address field and visually inspected
it. No obvious or easily detectable bad ones. I chanced,
however, to notice somebody was "@hotmaail.com" -- so likely
there were other mistakes, intentional or not.
Then I sorted on the Firstname field. OUCH! Many were
real. Some were blank. Others fit the "abcd" phony category.
And I caught several malicious "profanity" ones. NOTE: Do
NOT personalize your first use of this list! Would YOU
appreciate receiving a personalized, "Dear Sh~~head"? I
believe I got rid of all these and personalized. There is
high probability these might bounce anyway.
I also sorted on the Date field when each record op*ted in.
This was done over 12 months ago! So this is an older
list...but with some validity.
Analyze my "bounces"
Over 2,000 bounces. I left the "OverQuota" on. I left the
"Timeout, Will Try Again" on. I left the few "Not Accepting
Mail from This Sender - User Unknown" -- I never sent to
them before! Maybe my partner will get through.
I deleted bounced @AOL, @Hotmail, @Yahoo and @Address. I
deleted other bounced addresses I felt were legitimate.
Will I buy more leads from this source? Yes -- depending
upon how many respond positively. I already have several
"removes" -- so I know I'm getting through.
Conclusion
This is a numbers game. I will set my mailing list on
"automatic" and get information on how many bounces. I will
tell the list owner and they will provide more leads to
bring my pay per lead down to a penny. Additionally, I will
not personalize my first-time "test-the-waters" mailing
piece. Once I clean my list I will.
My "Test-the-Waters" Mailing Piece
Here is a copy of my final mailing piece --
************************************************************
From the Keyboard of Robert Leggett -- May 6, 2003
Hello, ~2~ ... Robert Leggett here...
Your (e~m~a~i~l a~d~d~r~e~s~s) was received from
an (o~p~t~i~n l~i~s~t) I purchased -
( ~3~ ). If you no longer wish to hear from
me, please visit -
( http://www.EarnYourLiving.com/privacy.html ).
~2~...Are you willing to follow trustworthy I-marketing
plans, tools and courses to earn your living online?
Yes ~2~...these trustworthy I-marketing plans, tools
and courses help me earn my living online and they will
work for you too. Find out more ...
( http://www.EarnYourLiving.com ).
Best regards,
Robert Leggett
P.S. ~2~...Signup for your (f~r~e~e for life) webZine,
"CyberSpaceMarketeer!"
http://www.EarnYourLiving.com/CyberSpaceMarketeer.html
************************************************************
Why did I change the following copy to--
Your (e~m~a~i~l a~d~d~r~e~s~s) was received from
an (o~p~t~i~n l~i~s~t) I purchased -
( ~3~ ). If you no longer wish to hear from
me, please visit -
( http://www.EarnYourLiving.com/privacy.html ).
Because I emailed it first to my favorite sp~am checker --
To: spamcheck-earnyourliving@...
Subject: TEST The Truth About How To Earn
Your Living Online
By making this simple change, I deducted 1.5 points from my
score. I can do nothing to eliminate the 1.8 points
remaining because there is a "relay" involved. But any score
under 5.0 is very good.
How did I write my Subject Line and Body Copy? I feel I am a
pretty good "copywriter"...no expert...but my creative
background, inspiration and knowing what "grabs me" helps a
lot. Yes...I learn from some of the sp~am which gets through
to me. There are some good Subject Lines. Also, I subscribe
to some "articles" groups. If any Subject Line is too long
or confusing "nyah...nyah" nonsense, I delete that article
immediately.
I am using "Headline Writer Pro" -- It is not the final
answer. However, it is more efficient than just creating
from scratch. Suggestions are not perfect. They need
tweaking. Note my two Body Copy paragraphs are basically Tag
Lines I modified from Headline Writer Pro's suggestions. I
still had to "think!"
How Often Do You Find Yourself Saying: "I Wish I Knew How To
Write Effective Headlines" Well, check out this Great New
Discovery. It Will Help You Write Effective Headlines In
Less Than 5 Minutes. Yes...You Can Write Effective Headlines
In Less Than 5 Minutes...
( http://www.EarnYourLiving.com/HeadlineCreatorPro/ ).
P.S. Where do you suppose I got my copy for this paragraph?
And the following Subject and Body Copy? --
Subject: The Truth About How To Earn Your Living Online
The rest of the Body Copy:
~2~...Are you willing to follow trustworthy I-marketing
plans, tools and courses to earn your living online?
Yes ~2~...these trustworthy I-marketing plans, tools
and courses help me earn my living online and they will
work for your too. Find out more ...
( http://www.EarnYourLiving.com ).
So there you have it! "How To Buy, Test and Use a Mailing
List." If you would like to know more about this particular
List Vendor, visit ( http://www.EarnYourLiving.com ) and
email me from there. I look forward to hearing from you...
P.S. If your budget allows, you might be better off
purchasing only targeted leads from vendors with Double
Opt*In, current Lists. You might do both scenarios and
compare Cost of Acquisition to Conversion Profit...don't
forget long-term repeat business.
------------------------------------------------------------
Robert Leggett has over 10 years experience marketing the
scuba industry over the Internet. His focus has changed.
Robert works with individuals and business owners all over
the world. He helps them succeed in business and achieve
financial independence. Visit him at -
( http://www.EarnYourLiving.com ).
Subscribe to his "Free for Life" newsletter -
"CyberSpaceMarketeer" - Receive your Free eBook.