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Old 02-15-2001, 01:55 AM   #1
Skystar
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Join Date: Jun 1999
Location: Santa Barbara, CA, USA
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Question What are opt-in email addresses worth?


Hi gang-

Im putting together a site for a friend \ client. Hes an investment advisor and will be offering a weekly investment tips \ newsletter to folks who opt-in on his site.

What are these opt-in email addresses worth and where should he think about selling or brokering them? He will of course tell people that they may recieve notices and announcments from similar businesses.

Thanks

Earl
skystar@silcom.com
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Old 02-15-2001, 02:38 AM   #2
Czar

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Since you have no list to start with, you could enter the market by using a co-registration program such as ZMedia or Focalex, where users can opt-in to another newsletter/offer while joining yours.

Once you have a fairly substantial list, you could look to PostMasterDirect, or directly to some investment-related firm, in order to sell or lease these addresses to a third-party.


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Old 02-15-2001, 04:05 AM   #3
Skystar
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Thanks Czar - what might these names be worth toa Postmaster Direct or an opt-in company like them? Do you have to wait until they rent your list ?
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Old 02-15-2001, 06:02 AM   #4
Lil_Red
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Quote:
Originally posted by Skystar:

Hi gang-

Im putting together a site for a friend \ client. Hes an investment advisor and will be offering a weekly investment tips \ newsletter to folks who opt-in on his site.

What are these opt-in email addresses worth and where should he think about selling or brokering them? He will of course tell people that they may recieve notices and announcments from similar businesses.

Thanks

Earl
skystar@silcom.com
We maintain over 5,000 optin email lists on our site and one thing experience has taught me is people do not like their email address being sold or revealed to 3rd parties.

Your friend should make it very clear that he intends to sell or make the email addresses available to 3rd parties on the opt in page or his email list could end up on the RBL.
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Old 02-15-2001, 06:27 AM   #5
Czar

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The price that you could negotiate would vary according to the method of acquisition, the demographics of the users and the state of the market.

Emails acquired through co-registration deals can usually net a site something in the vicinity of 20-60 cents a piece, so a more targeted audience could sell for perhaps $1-$2/email address.

Of course, as Lil_Red said, the most important thing to consider in the world of email marketing is the user. You've already stated that you would make the visitors aware that they may receive mailings from third-parties, but you should also assert to what degree this is (and let them know that you reserve the right to lease their addresses with a note in your privacy policy).

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