Online Feature.
Are opt-in lists worth the extra money?
Jon VanZile

When it comes to “opt-in” e-mail lists, things can get confusing pretty quick.

A true opt-in list is one created by your company with subjects who specifically invited e-mails from your company. But b-to-b list vendors frequently advertise “opt-in” lists that are targeted at your market category or product mix and are designed to yield better results. In some cases, these lists may contain records that were obtained by your competitors—or records that your competitors may have already targeted if they have access to the same list database.

This less-than-ideal scenario raises a good question: Do these more expensive opt-in lists really yield any benefit in the sometimes small world of b-to-b e-mail marketing or are third-party opt-in lists little more than a marketing distinction used by list vendors?

“Opt-in lists are definitely more valuable than general lists,” said Christine Crandell, senior VP-marketing for Accept Software Corp. in Fremont, Calif. “Having said that, just because the list is opt-in doesn’t necessarily mean the list members will be interested in the product being offered.”

That sentiment was echoed by Peter Burke, CEO of Mavington Group in Wayne, Pa.

“I understand the premise of opt-in lists, but I don’t really see how they apply in executive contacts,” Burke said, adding that he rarely uses opt-in lists in his company’s marketing efforts.

So beyond their greater perceived value, if the feeling is that opt-in lists may not increase leads, what’s the point of using them?

This is where price comes in, said Jeffrey Roach, advertising operations director at eLink Media in West Palm Beach, Fla.

“I find there to be a mixed opinion from my clients on whether site- and product-specific lists are more effective than general opt-in lists,” Roach said. “Price is a huge factor, in that opinion.”

In Roach’s view, the ultimate value of a list isn’t whether it’s opt-in or not, but the return on investment the list yields during a campaign. Naturally, because opt-in lists are more expensive, they have to yield better business results.

“This game is about ROI, and if you’re priced out of your metrics, does it really matter where the list came from?” Roach said.

They key to extracting value from opt-in lists (or any lists), Crandell said, is to do your homework: Make sure the list matches the campaign, including its price.

“Marketing needs to carefully match list profiles, demographic and psychographic, with the desired target audience,” Crandell said. “A good match and a credible opt-in list are an essential foundation for productive marketing campaigns. As we implement our marketing plans, we may secure additional opt-in lists for campaigns that are targeted to a different audience, industry or geography than what is addressed by our marketing database.”

Opt-in lists have one additional benefit: E-mails generated from an opt-in list are less likely to trigger spam filters and result in your e-mail being blocked.

Green Jobs In South Florida. Roy Foster, founder of Faith Love Hope, located at 3175 South Congress Avenue, Palm Springs, FL 33461, along with supporters and constituents of the great cause to aid, house, train, and create jobs for Veterans, has entered into a joint venture with GoSunSolutions, a West Palm Beach based solar consulting firm founded by Steve Berg, and OBI Financial LLC, founded by Richard L. Kanter. “The group”, has created an alliance with Brilliant Harvest LLC, founded by William Johnson, to create “green jobs” via training, certification, and placement for over one thousand war Veterans expected to return home to Palm Beach County by December 2010. Details of the project include, but are not limited to, housing solutions, food, shelter, licensing, insurance, counseling, and permanent job placement for soldiers as they return from defending our freedom. In addition, while providing alternative energy solutions, lowering carbon emissions as well as dependency on foreign oil, and becoming a “greener” energy independent Nation, the project hopes to expand throughout the state of Florida by 2012. The group believes this is precisely the strategy needed to conquer the goal set forth by Sen. Nancy Detert, R-Venice requiring 20 percent of the state’s energy production to be in the form of renewable resources by 2022.

Fish Farm goes GREENER: Sarasota, FL: On a 200 acre farm, Siberian sturgeon, amongst other species, are being cultured in an eco-friendly format while recycling 90% of the total water consumption. Currently, Moat Marine has entered into discussions with GoSunSolutions, GSS, to install a 140 KW PV solar electric system. The system will be grid-tied and if proven successful could be one of as many as four to follow. Stephen Berg, President of GSS, believes that this industry breakthrough will pave the path of many to follow. A representative from Moat has emphasized the importance of the project and hopes the State’s recent Net Metering policy further encourages the public to seek solar electric solutions to offset dependence of traditionally produced electricity.

West Palm Beach, FL: Elink Media, Inc., a leader in online advertising, has announced that it is elated to have played a strategic role in the major acquisition of one its many clients, Liberty Medical, Wakefield, Mass.-based, Polymedica Corp

PolyMedica Corp. (PLMD) will be purchased by Franklin Lakes, NJ-based, MedcoHealth Solutions Inc. (MHS) for $1.5B

We are proud to have participated in the success, and public awareness of such a worthy cause," said Stephen Berg, President of Elink Media, Inc.

Elink Media, Inc. played a major role in the development of Liberty Medical’s campaign for diabetes test kits through various online strategies while expanding their database beyond 1 million users this year. Elink Media prides itself on its ability to provide the online marketing solutions that will bring companies to the next level.

To view more information regarding the purchase of Polymedica, click here:
http://www.bloomberg.com/apps/news?pid=20601103&sid=aJ.rjr0VAZkk&refer=news

GoSunSolutions has recent developments with the Pine Jog project and FAU. Glenn Thomas and Kelli Carter have expressed an interest in PV panels for the environmental signature model. Since FAU has seen success in covered solar parking and the system withstood BOTH hurricanes, together, we are pursuing similar designs for multiple locations.

1) Covered PV paneled walkways throughout college campuses will provide shade while simultaneously creating renewable energy with efficient, cost effective technology.

2) Covered PV paneled parking lots throughout commercial properties, schools, condos parking lots and various parcels of land will provide shade for cars and equipment while generating renewable energy.

3) Gazebos, overhangs, lanais, and existing covered structures will be 'updated' with the installation of PV panels to accomplish all of the above.

GoSunSolutions believes that these strategies will provide renewable energy, lessen our dependence on fossil fuel, slow global warning, create public awareness, lessen UV exposure that causes skin cancer, keep our cars and equipment protected and cooler, and demonstrate social responsibility for our future.

GoSunSolutions is currently in contact with Florida Atlantic University, the City of West Palm Beach, several commercial builders, and various private entities. We are looking for motivated individuals for career opportunities.

For more information, visit: www.gosunsolutions.com

Elink Media, through its’ wholly owned subsidiary GoSunSolutions, has entered into strategic agreement with a major solar panel manufactures to provide PV (photovoltaic) solar solutions to municipalities, corporations and, residential customers. GoSunSolutions is aggressively bidding on 375 – 500 KW of Photovoltaic renewable energy in the City of West Palm Beach, and Palm Beach County, FL. Experts have stated that twenty square miles of PV panels will be needed to replace the recently rejected coal-powered plant of FPL. Stephen Berg, president of GoSunSolutions, stated "It is our commitment to offer the solutions necessary in order to reach this goal.