Social Media & Advertising Bans for CBD Products

Social Media & Advertising Bans for CBD Products

Six ways CBD brands, companies and products can reach consumers in-spite of the social media advertising bans.

If you are a manufacturer, brand, or product marketer in the CBD sector, of course, you’re considering using both organic and paid Social Media advertising campaigns to get the word out to consumers and investors.

But there’s a problem! Of the 4 major networks, only LinkedIn allows advertising for CBD products. And that isn’t exactly the first network you think of for retail advertising.

The reason for the ban is that, despite a push for legalization across the country, marijuana is still classified federally as a Schedule 1 drug. Despite possessing none of the elements of marijuana – most notably THC – that get people high, CBD (Cannabidiol) remains illegal

In their own words, here’s what Facebook has to say about its CBD advertising ban :

CBD ADVERTISING PROHIBITEDAds must not constitute, facilitate, or promote illegal products, services or activities. Ads targeted to minors must not promote products, services, or content that are inappropriate, illegal, or unsafe, or that exploit, mislead, or exert undue pressure on the age groups targeted.“Ads must not promote the sale or use of illegal or recreational drugs.”

“Avoid using images of either recreational or medical marijuana.”

Googles Adwords ban on CBD advertising simply includes CBD as a line item under “Unapproved pharmaceuticals and supplements.

What many people don’t know, apparently including the internet giants, is that Hemp-derived CBD is federally legal.

What Is The Future of CBD Advertising?

As you may be aware, (Federally) illegal drugs aren’t the only things you can’t advertise on Facebook. You can add alcohol, tobacco, “unsafe supplements”, adult content, and more, to the banned list

However, whereas the overall list is only likely to grow, there’s a reason for optimism regarding the future of CBD advertising. This is both due to hemp’s legal status and the continuing push across political party lines, to make at least medical marijuana legal federally.

Of course, though, nobody can predict when this loosening will occur. So what can you do to publicize your wares in the meantime?

Here Are Six Ways CBD Companies Can and Are Reaching Consumers

  1. Social Media Advertising Under the Radar

Christie Strong, marketing communications manager for Kiva Confections, told Digiday that CBD companies could spread their message organically through accounts connected through social media influencers and celebrities.

However, social media platforms are starting to crack down on influencers. Cannabis influencer Bess Byers aka @iamcannabess was shut down on Instagram twice in one month.

Other companies use branded content, which means cannabis-related content can be shared on social media if the article or video is editorial and not solely promotional.

Mike Schwarz, CMO of greenRush, told Digiday that it’s possible to create content that is sufficiently generic enough to not trip Facebook’s algorithms.

“It’s about creating content that appeals to cannabis consumers, without explicitly offering them weed to purchase. You can target cannabis consumers; you can brand to them. You just can’t directly solicit their business.”

2. Third Party Rented Email Lists and Sponsored Email Advertising

Similar to the approach mentioned above regarding hiring social media influencers, CBD companies can reach consumers directly via their email inbox buying advertising in the form of rented email lists and sponsored email advertising from publishers with email lists with as many as six hundred thousand or more consumer subscribers.

The USA offers marketers wanting to reach this market almost endless compliant ways to achieve this with email marketing, direct mail, and telemarketing.

One example of reaching consumers with a brand's CBD marketing message is to look at the various use cases.

While the natural health industry cannot make medical claims, consumers who use natural products often speak of the benefits they receive.  In the USA, several publishers with large consumer databases and email lists can segment their email lists by consumers with specific Ailments; Anxiety, Epilepsy, Chronic Pain, Diabetes, Insomnia.

In addition, several Doctors, Health & Wellness, and Natural health practitioners also publish daily, weekly, and monthly emails for their subscribers.

CBD advertisers who want to reach these consumers directly can do so, by having these publishers send the information and marketing materials to their subscribers' email.

3. Search Engine Optimization

Since the majority of sales revenue comes from online purchases, CBD companies focus on search engine optimization aimed at visibility in search engine results (SERPs).

Chad Reiling of Dixie Brands which sells hemp CBD products is using standard SEO practices to get its CBD brands websites to appear at the top of the search results page using relative keywords and phrases.

4. Networking With Doctors

Some CBD companies also rely on networking with doctors who are willing to educate patients about the merits of CBD products.

Bo Shirley, COO of NuLeaf says building a network of doctors has been very helpful:

“Building a network of doctors has been really helpful. If we hear from a patient that they’ve been referred to us by their doctor, we’ll reach out to that doctor and provide answers to any questions they have. They’re just as curious as their patients.”

5. Going Old School – Word of Mouth

CBD companies also rely on traditional marketing streams like word of mouth.

NuLeaf, a company based in Colorado, hosts booths at events like the Boulder Creek Festival and Boulder Farmers Market. This gives them the opportunity to directly engage with consumers.

6. Create Compelling Content

In addition to CBD products, people are also looking for expertise and connection. CBD companies are building authority and driving traffic to their websites by providing compelling and useful content and pairing that up with a strong SEO strategy.

This article from Green Entrepreneur is a great example of CBD Content Marketing

Certainly, if this is the route you choose to go, this article would be a standard to aspire to.

Conclusion.

The most scalable tactics with the fastest ROI would be for CBD brands and products to pay publishers to send to their permission-based email list.

  • The second tactic to consider is hiring specific select influencers that support natural health and CBD products who have a demonstrated ability to convert followers and drive traffic to their advertisers.
  • Both of these tactics are simple pay to play model.
  • Choose your target audience, the number of consumers you want to reach, set up and run your advertising campaign.
  • Track your results, adjust, refine, scale, rinse and repeat.

Sign up for my email list to join me every Monday and receive “real executable marketing tactics, techniques, technology, and tips delivered directly to your inbox”

——————————————-

Doug Morneau is an Author, Speaker, Podcaster, and Media Buyer – specializing in Email List Rental & Sponsored Email.

His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.

As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast.  He interviews top marketers, industry experts, and SAS vendors.

He works as a Media Buyer, he has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting/sponsoring third-party permission-based email lists, online PPC advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of sponsored email and rented email lists.

In his spare time, you can find him in the CrossFit box, Olympic weightlifting, and chasing his grandsons around.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

Email Marketing Batch and Blast – the Junk Food of Marketing

Email Marketing Batch and Blast – the Junk Food of Marketing

Email Marketing Batch and Blast – the Junk Food of Marketing

Today's post is the final episode on email marketing with my special guest contributor Gary Vaynerchuk.

In the short YouTube video I’ve shared below.  (Take special note of the date when this was published).

Please Stop Automating Your Email Copy!

GaryVee – May 27, 2015

I’m referencing the date because of a more detailed recent article …

Why the Email Batch and Blast Practice Is an Addiction and How to End It – Target Marketing Magazine April 4, 2019.

As marketers maybe we are slow to learn the true meaning of being authentic, adding value to our subscribers life and businesses.

Now Four Years after Gary Vees video was published, the topic of Batch and Blast Email Marketing was a hot topic in the Only Influencers daily email conversation with leading email marketers from around the world.  This was the result of the Target Marketing Magazine article I’ve shared here.

Have a quick look at what always blunt and opinionated Gary Vaynerchuk has to say in this short (1:24 minutes) video.

Language WARNING.


Gary Vaynerchuk:    Can you just give me 30 seconds to get this off my chest once and for all. I got this email yesterday. I want you to look at it again because you didn't catch it the first time. DRock, help them out and highlight the part that I'm going to focus on this time. Can we once and for all, in society in May, it's almost June, 2015 once and for all make people realize sending bulk emails, bulk blast emails, especially in this situation where it says, “Your name here. Your name here.” Not to Gary. And by the way, all the misspellings, Gary Vaynerchukabeche. Bulk emails that are not actually addressed to me get deleted in a speed that is actually… The way I delete, the speed in which I delete an email that is clearly not for me is actually stunning.

Gary Vaynerchuk:    Once and for all, can this video please be a call to action to the marketing community that bulk blasting email, for people that didn't sign up for shit, is the wrong move. And I ask anybody who's watched this video to start replying to people with it, so they can hear me say, fuck you.

It seems that Gary Vaynerchuk may be talking about two topics, Batch and Blast, and Bulk Email.  However, the message is clear – Batch and Blast doesn’t work and is un-welcome as further explained in the following article clip.

“In email marketing, “Batch & Blast” is a common practice. But dare I say, it's the junk food of marketing. We all know that the email batch and blast practice really isn’t good for anyone, but many marketers just can’t seem to wean themselves off of the practice.

The addiction level in some cases is as bad as that of an opioid, not some casual black bubbly water loaded with sugar. I’ve seen marketers who are so addicted to it, they blast emails to “everyone” on the list multiple times a day. With the same creative and offer,.seven days a week. If that's not junk mail — yeah, I said that ultimate dirty word in 1:1 marketing — I don’t know what is.

The batch and blast practice is an addiction that will lead to list saturation and an unresponsive audience. Unless you have cheap and unlimited acquisition sources hidden somewhere, please cherish your customer base and do not bombard them as if they will be there forever for you to meet your email goals. Now, to wean off addiction, an organization may have to go through a 10-step process for alcoholics. Starting with the “recognition.” – Target Marketing Magazine – by Stephen H. Yu

BONUS ROUND

Tips for communicating with your audience in a way that doesn't kill the connection because you're being too persuasive?

Gary Vaynerchuk:    It's less about asking me and more about doing it. Amy Porterfield, you know, Amy?

Amy Porterfield:    Hi. I'm Amy Porterfield. And I've got a question for you. So in your book, The Thank You Economy, you talk a lot about letting your audience decide if they want to get to know you more versus persuading them that they should. So when it comes to email marketing, what are some tips you have for communicating with your audience in a way that doesn't kill the connection because you're being too persuasive?

Gary Vaynerchuk:    That's a good question. Email marketing's a tricky one. I think, Amy, it's funny you reference Thank You Economy. I think the answer to email marketing is found in my next book title, which is Jab, Jab, Jab, Right Hook. I mean, think about all the email services you are signed up to and/or have been over the last three or four years as so many of you start to siphon off of being on email lists. So many of those email lists are in pure utility, right? They're retail. They're giving you deals. They're very action oriented. Nobody in that spaced is throwing enough jabs. We at [Wine Library 00:01:13] aren't. I still think I wanna take … I'm gonna use this to take my own advice. We need to start sending at least once or twice a month. It's so hard 'cause you're siphoned on the drug of sales, but you've gotta put out content.

Gary Vaynerchuk:    As a matter of fact, Steve, I want you to work with Brandon right now. I want to send an email with the last five stories we wrote on the site and I wanna send it out as just … with a title of like Reading for You Around the Wine World. Let's play with that a little bit.

Gary Vaynerchuk:    So that. Instead of everyone being like “Here's a deal 49.99, Game Boy, old school.” You need to start putting out the history of Nintendo. So more content. More content that kind of allows people to be less on the defense. Every email that comes in it's like it's at you, right?

Gary Vaynerchuk:    With content, that has no purpose other than to entertain or inform or bring utilitarian value to the user, you're getting their guard down. You're bringing them value, which opens them up so much more for the sale. I think that's the way to go. I really do. And I think mixing the two is intriguing. I'm curious if what Steve and I are about to do with Wine Library lends itself to more content in the mix of the sale, and I don't like blending jabs and right hooks, but I always like testing.

Gary Vaynerchuk:    A bunch of people asked me like “Gary, did you read Jab, Jab, Jab, Right Hook? These posts on Facebook and Instagram this weekend don't feel native.” Well, maybe they are. By results of the way people responding to Facebook, maybe they're very native. Maybe native changes because native does change. Always testing. Always testing. That's it?

Amy Porterfield:    Yep.

Gary Vaynerchuk:    Great. That was a good show. I like that show.

Gary Vaynerchuk:    Question of the day. And actually lurkers, a lot of you came out this weekend. I need more of you.

To define a lurker to you if you do not know what I mean, it's you're a piece of crap. You watch a show. You take, take, take. I'm not charging you for it, and you've never commented, which is the only fuel and payback that I ask for, the only one. You just take it. You're just a take … you know what? You're not a lurker. You're a taker. That feels even worse. You're a goddamn taker. So please, if you're a taker, jump in and leave a comment. Say “Hey, I'm enjoying the show.” “Hey, cool.” Or maybe answer the following question, which I think is interesting. What is your favorite email list that you're on right now, not all time, right this second? Which email service is providing you the most value?

Gary Vaynerchuk:    You keep asking questions. I'll keep answering them.

Gary Vaynerchuk:    Good tight …

In response the very blunt message from Gary Vaynerchuk above …

This is part three of my three part Gary Vaynerchuk vs email marketing series.

RIGHT HOOK – Gary Vaynerchuk. I’d love to revisit this topic with you as my special guest on the Real Marketing Real Fast Podcast #RMRF 🙂

*** NO More Lurking  ***

Mentioned in this post:

Only Influencers – The World’s Trusted Community for Email Marketers

Since 2010, OI has been an indispensable resource and a “curated community” for email marketing professionals. A broad mix of brand marketers, vendors, agencies, consultants, and thought leaders, each member is vetted and invited to join based on their background and qualifications. If you have a question that you need expert advice on and a quick answer, Only Influencers is your place

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to your email inbox”

——————————————-

Doug Morneau is an Author, Speaker, Podcaster, and Media Buyer – specializing in Email List Rental & Sponsored Email.

His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.

As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast.  He interviews top marketers, industry experts, and SAS vendors.

He works as a Media Buyer, he has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting/sponsoring third-party permission-based email lists, online PPC advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of sponsored email and rented email lists.

In his spare time, you can find him in the CrossFit box, Olympic weightlifting, and chasing his grandsons around.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

Is email marketing still relevant today?

Is email marketing still relevant today?

Is email marketing still relevant today?

Email Marketing in Today's World

QUESTION:

Do you think email will be more or less relevant in three to five years?”

Madison Norton:     Madison asks, “As an email marketer, I say email is not dead. Do you think email will be more or less relevant in three to five years?”

Click to watch and listen (video)

I’ve included the word for word transcription below of the Garys response to the email relevant portion only.

Gary Vaynerchuk:    Madison, great question. Three to five years. It's always hard to predict that way out, but I'll get to that part, and before I actually answer this question, just want to give a huge shout out to the Vayner Nation for supporting this show. I'm really enjoying it. I was super bummed about Friday night, so I apologize. I think I tweeted that I was going to have it, and let some people down. I hate letting people down.

Gary Vaynerchuk: Email is definitely not dead. I would say that email, right now, I like marketing in the year that we live in, so I would say right now that email is a very killer app. Now are open rates at 90% like I had in 1997? Absolutely not, but is it your own channel that you control and don't have to be at the mercy of all these other platforms that you can market to your people? For sure.

Gary Vaynerchuk:    I think we can't be naïve to the fact that Google made changes with Gmail about a year ago, it feels like now, or within the year, where we went to a promotions tab. I see Stunwin shaking his head. Steve, were you affected by the promotions tab? Were you part of any email lists that you noticed went there?

Steve Unwin:        Oh yeah, absolutely.

Gary Vaynerchuk:    Now here's the punchline question. Show me … punchline question. Here's the punchline question, do you feel that some of those that got switched to the promotion tabs, you've actually fallen off because they don't go to your native in-feed, and you either unsubscribed or you just don't pay attention to anymore?

Steve Unwin:        Totally gone, yeah. Probably five or six email lists.

Gary Vaynerchuk:    That's my concern. So what's happening is, do I think email will matter in three to five years? For sure. I think it's in play, it's a channel, it's not going anywhere. Do I think it's dead? Absolutely not. Do I think it will be more or less valuable as a marketing engine? I will go with less valuable in three to five years.

Doug Morneau: This #AskGaryVee Episode 35 was created before Facebook, Twitter, LinkedIn, and Google Adwords started banning advertising for select sectors, industries, and product groups.

So, at the risk of sounding like Captain Obvious, I’d say that email and email marketing is much more valuable today.

Gary Vaynerchuk: It will still be very valuable because it's one of the best channels, but it will be less valuable. That whole ‘marketers ruin everything' line that I use a lot, that's what this is all about. Platforms come along, they have value, and then we market against them, and then consumers kind of push off.

Gary Vaynerchuk:    It's cops and robbers, it's cat and mouse, over and over and over again, and we're living in a process now that we're into the second decade of email being ruined by marketers.

This is part two of a three part email marketing series with Gary Vaynerchuk as the super star.

  • Last week's post Should you buy an email list? was part one of this email marketing series.

  • Check back next week for post three, the final email marketing post in the series – Email Batch and Blast with Gary Vaynerchuk

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to your email inbox”

——————————————-

Doug Morneau is an Author, Speaker, Podcaster, and Media Buyer – specializing in Email List Rental & Sponsored Email.

His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.

As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast.  He interviews top marketers, industry experts, and SAS vendors.

He works as a Media Buyer, he has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting/sponsoring third-party permission-based email lists, online PPC advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of sponsored email and rented email lists.

In his spare time, you can find him in the CrossFit box, Olympic weightlifting, and chasing his grandsons around.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

Should you buy an email list?

Should you buy an email list?

 

When Does It Make Sense to Buy an Email List? – Gary Vaynerchuk

Today's post is part one of a three-part email marketing series sharing the always bold, always opinionated FUTURE CASTER – Gary Vaynerchuk.

My wife and I had the privilege of meeting Gary and having dinner with him in Vancouver when he was the keynote for Real Man Talks organized by Connor Beaton

Love him or hate him, you know where he stands on the topics he discusses.

  • No BS, the unvarnished truth (as he sees it)
  • Not trying to be a people pleaser.
  • No hiding behind wishy-washy answers.

What I found interesting about this three-part email marketing series, are the email marketing predictions/advice that Gary shared years ago, are pretty accurate today!

Click on the Video below

Listen to Gary Vee answer the popular question.

 

 

For those who prefer reading, please find the “should we buy an email list?” transcript below.

Speaker 1:          Next question is a Snapchat video.

Robin Norgren:                Gary Vee, my question is, if we wanted to start a subscription box service, should we buy an email list? Thanks, Gary Vee.

Gary Vaynerchuk:    That's a great question. I mean look, anytime you start any business, an email list, email's one of the great ways to convert them. The answer is yes and no. Yes, if it's a quality list that has open rates and click-throughs, and people that are interested in your cookies of the month club because it was an email from cookie lovers. But if you buy a list that has a million people on it, and it was part of a photography list somewhat, or just random fuckin' emails they found around the internet, and nobody opens it, and they are into photography, and you're trying to sell them a cookie subscription thing, the answer's no.

Gary Vaynerchuk:    That's a very easy play. If you want to buy a list from somebody, force them to do a test for interest around what you do. Force them, “I will not buy your list unless you do this.” And it's a pre-sell to be on the invite list for your up-and-coming business. And if you see a bunch of people signup for it, well now you buy. Now, they may say, well that's like selling the milk without the cow, that whole thing? You know girl … You know, like I get that. But just say no, there's a million lists out there. You've got the leverage. They want your money, don't forget that.

READ MORE – Last weeks post covers this topic a little deeper.

Buying Email Lists – Email List Rental – Sponsored Email

What is Email List Rental and Sponsored Email Advertising?

 … and what it’s not!

  • So in its simplest form, email list rental or sponsored email as it's sometimes referred to, is really another form of influencer marketing, leveraging the influence of a chosen brand or publisher.
  • Renting email lists or having a solo sponsored email sent by that publisher or brand provides the advertiser access to both individual consumers (B2C) as well as businesses (B2B) who have self-identified specific areas of interest or problems based on the publisher's email list that they have subscribed to (permission).

Buying Email Lists

  • The clear downside to purchased email lists is that these are not opt-in names to your brand or company.  The risk of using email lists that aren’t opted-in can mean that you put your email reputation, and that of your IP address, and domain name in jeopardy.

 

Check back next week for Part Two – Is email marketing more or less relevant today? – Gary Vaynerchuk

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to you”

——————————————-

Doug Morneau is an Author, Speaker, Podcaster, and Media Buyer – specializing in Email List Rental & Sponsored Email.

His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.

As a podcaster, Doug currently hosts the “Real Marketing Real Fast” Podcast.  He interviews top marketers, industry experts, and SAS vendors.

He works as a Media Buyer, he has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting/sponsoring third-party permission-based email lists, online PPC advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of sponsored email and rented email lists.

In his spare time, you can find him in the CrossFit box, Olympic weightlifting, and chasing his grandsons around.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

What is Email List Rental and Sponsored Email Advertising?

What is Email List Rental and Sponsored Email Advertising?

What is Email List Rental and Sponsored Email Advertising?

 … and what it’s not!

So in its simplest form, email list rental or sponsored email as it's sometimes referred to, is really another form of influencer marketing, leveraging the influence of a chosen brand or publisher.

Renting email lists or having a solo sponsored email sent by that publisher or brand provides the advertiser access to both individual consumers (B2C) as well as businesses (B2B) who have self-identified specific areas of interest or problems based on the publisher's email list that they have subscribed to (permission).

Permission-based consumer email list

For example.  The subscribers to a publication focused on health and wellness would obviously demonstrate a keen interest in this area.  If your product or service serves the health and wellness consumer,  then paying the publisher to send your sales and marketing or promotional sponsored email to their list would be a good fit for all three parties, the subscriber who wants information about health and wellness, the publisher who needs additional revenue to operate, and the advertiser (you and I) who wants to sell our products and services to that demographic.

Email List Rental –  Sponsored Email “The opportunity to leverage the permission-based relationship a publisher has with their email subscribers… and the ability to have that publisher send your marketing message to their email subscriber list”

Consider email list rental and sponsored email as one more marketing and media channel that allows advertising for your company, brand, product, or service to reach potential customers email inbox.

We have all heard the saying – “The Money is in the List” 

But … What if Your Customer is on Someone Else’s Email List?

You will recognize the steps to maximizing your ROI with this channel are really the same as any media or advertising that you buy for your business.

  1. Identify your customer avatar
  2. Select the email list from the publisher that matched your customer avatar (has your customer on their list)
  3. Create your compelling message and marketing piece
  4. Select the number of email subscribers you’d like to receive your marketing email
  5. Choose the date you want your marketing email sent
  6. Place the media insertion order
  7. Send your email creative to the publisher for approval
  8. Finalize
  9. The campaign goes live – the sponsored emails are sent
  10. The publisher provides reporting that includes the number of emails sent, the email open rates rate, and email click-through rate.

I always recommend testing any media.  The same is true when renting email lists or buying a sponsored email advertising. Don’t send to the entire email list unless the email list is small.  If the email list you are considering, for example, has 250,000 email subscribers, you may rent or sponsor 25,000 emails to be sent to test the conversion and your ROI.

I’m often asked is it legal to rent an email list or send a solo email as a sponsor email? The simple short answer is YES.

Email List Rental - Sponsored Email vs Buy Email ListJust to be clear because of the confusion within the marketing industry.

Email list rental or sending sponsored is NOT  buying email lists.

Email List Rental – Sponsored Email

Email list rental and sponsored email is the traditional way of advertising to email subscribers on a third party email marketing lists. Renting an email list or buying a sponsored solo email, as the term implies, means the email list owner sends your email marketing message once, and therefore only acquire contact information if the prospects actually respond to your message, and you never actually see the email list. Instead, you send your email to the list owner, and that owner broadcasts your email message. Most rented email lists or sponsored email lists are opt-in, at least in the sense that the persons on that list have given their permission to the email list owner to receive information from third-party advertisers

Buying Email Lists 

When you purchase contacts including email addresses, from any vendors, you’ll get as many of the same selection criteria as you would through via list email rental or sponsored email marketing, with the distinct advantage that you own the data and can, therefore, send email to those lists on an unlimited basis. When you “buy” an email list, you’re actually taking ownership of the file. In theory, that sounds great because you are free to do with the list whatever you wish. In particular, you can send as many emails to the list as you like without paying any more money to the original email list owner.

The clear downside to purchased email lists is that these are not opt-in names to your brand or company.  The risk to using email lists that aren’t opted-in can mean that you put your email reputation, and that of your IP address, and domain name in jeopardy.

Purchased email lists also generate lower response rates, all things being equal, compared to rented email lists and sponsored email marketing, in part because if someone has given their permission to receive any kind of email, as in the case of rented or sponsored email files, that individual is more inclined to respond to your campaign because the email they are receiving is coming from a trusted source.

I will cover the topic of buying email lists and sending compliant business to business (B2B) cold email in a future article.

Where can you find good email lists to rent or buy solo sponsored email advertising?

The easiest way to find what email lists are available to rent or sponsor for your industry is to work with a qualified and experienced email list broker.  These individuals work on your behalf to make recommendations, negotiate pricing, and terms, and in most cases are paid by the email list owner or the email list manager.

So, you can do the legwork yourself, or have an experience email list broker do the work on your behalf.  The other advantage of having a good email list broker on your team is the volume discounts they may have as a broker of email lists for multiple clients.

In the end, you’ll end up paying the same price to rent or sponsor the email list because the broker will receive a discount that the business owner is not entitled to receive.

I do work as an email list broker and media to select clients and may be able to assist you if your current team does not have the experience in this area.

 

 

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to you”

———————-

Doug is an international best selling author of “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales”, email list broker, podcaster, and speaker.

Doug Morneau has helped venture capital and investment banker clients raise in excess of $100 million dollars in the USA.  He does this by leveraging email marketing, renting third-party permission-based email lists, online advertising, and paid influencer marketing.

This made him one of the nation's largest media buyers of rented email lists.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

 

 

 

The Welcome Email: Why You Must Send One and How To Get It Opened

The Welcome Email: Why You Must Send One and How To Get It Opened

The Welcome Email: Why You Must Send One and How To Get It Opened

In Part 1 of this series, “Three Email Deliverability Hacks, we discussed email deliverability:

  1. The Soft Bounce
  2. The Welcome Email
  3. Paid Email List Growth

In this post, we’ll give you actionable hints on how to make the most of your Welcome Email.  The examples I share in this post are from my own opt-in email on this website.

The results you can achieve if you get Welcome Emails right are simply too good to pass up:

Welcome Email - Email Deliverability

From one welcome email alone, we get:

A 72.7% open rate

18.2% of recipients click through

3.6% reply to the email, effectively making them live leads

And we do split our Welcome Email into 2. For the second email, the results are just as stellar:

59.6% open rate – so, almost 5 in 6 people who read the first email were intrigued enough to read the second

9.6% CTR

3.8% of recipients replied!

Think about that. From 2 emails, more than 1 in 7 recipients has become a live lead.

Read on to see how you can work your way towards results like these.

The Welcome Email

One way to set a positive tone for future engagement is by sending an effective welcome email to new subscribers.

If you’re thinking a welcome email may not carry that much weight, know this: on average, welcome emails result in 9x higher revenue compared to promotional emails. That alone should be reason enough for you to send them!

Not only that, 74% of new subscribers expect to receive a welcome email when they opt-in to your newsletter. That means they have a genuine interest in your brand. It also means that a certain protocol is expected by almost 3 out of 4 people. Failure to meet their expectations at such a crucial point, when meeting those expectations is so easy, makes little sense!

But, according to a Salesforce report, only 42% of business actually send welcome emails. Can you imagine the potential revenue the other 58% are missing out on? Are you among that 58%?

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See it in real time

– sign up to receive my actual welcome message series.

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Creating Your Welcome Email: The Subject Line

So how can make sure your email engagement rate is high?

It starts with an attention-grabbing subject line. The subject line is the first thing a recipient will see so make sure to use words that will encourage them to open your email.

Let’s raise the bar a little here and call the email subject line what it really is. It’s a headline. It’s the first thing people see, and it is what will determine whether they click through to your email. Make people want to open it!

  • Keep your headline down to no more than 50 characters. (Think Mobile!)
  • Talk to the recipient’s pain points
  • Offer them free information, a free product, a sneak peek

The average office worker gets 121 emails daily. Presume the recipients of your emails are getting more than that. They’ll delete many. They’ll save some for a tomorrow that may never come. Why shouldn’t your email fall into one of those categories?

Anatomy of a Great Welcome Email

Getting your emails opened consistently is no longer easy. So much so, there are classes that concentrate on writing the perfect subject line!

But it can’t be stressed enough: make sure you have a killer subject line that addresses a pain point and/or need.

Research shows that some of the most popular words in subject lines – those that have the highest open rates – include:

  • Welcome
  • Thank you
  • Freebie
  • Video

Welcome new subscribers to your community. Then tell them a little about your business and share some of the WIIFMs (What’s In It For Me) they’ll get for joining your mailing list.

Tell people what they can expect from your emails and your website:

Welcome Email - Email Deliverability

Invite them to connect with you on Social Media, to deepen the relationship. Better yet, give them hyperlinks to your various networks.

Close up the welcome email with an open-ended question such as “how can I help you grow your business” to spark an engaging conversation with the recipient.

Welcome Email - Email Deliverability - Doug Morneau

Now here’s the surprise I promised you in part one:

To get people instantly engaged, give new subscribers a little teaser to an email you’ll send them tomorrow!

Tell them you’re about to let them in on a secret, then ask them a question, inviting them to think about it overnight.

Now Keep Up The Great Work

Up to this point, you’ve done so much hard work.

You’ve honed your email list building techniques.

Through trial and error, you’ve improved your email click-through rates.

But what you’ve yet to do is bring in the level of conversions you desire.

The bottom line in all business will always be the measure of how much money you make. Every aspect of your inbound and outbound marketing must work in unison to that end.

Remember: your email marketing ROI can be ruined if you don’t send emails with some regularity. This also includes sending a welcome email message very shortly after people subscribe. Otherwise, many people may forget that they signed up, and your first email may come as an unwelcome surprise to them.

Even taking all these steps is not guarantee that subscribers won’t mark your email as spam.  I’ve seen one client in the health and wellness space have some spam complaints from email subscribers that have double opted in, received a welcome and follow up series.

And as surely as people might forget you if you don’t communicate regularly by email, if you bombard them and make them sick of you, they will (actively or passively) unsubscribe.

If there’s one part to email marketing that’s blindingly obvious it’s this. 99.9% of the time, you are on the receiving end of email campaigns. You know the practices you hate. DON’T DO THEM! And you know the emails that get you clicking. Do them, but do them better!

In Conclusion

Remember: sending a welcome email can have four major effects on your business:

  1. Generate new sales and revenue by adding a welcome message for new subscribers
  2. Enjoy higher email open rates due to the unusually high open rate for welcome email messages sent to new subscribers
  3. Better email deliverability due to higher email engagement
  4. A more engaged list with fewer unsubscribes

I hope this post has given you some good ideas. If you feel you are leaving money on the table and need some help, please drop us a line.

1. Please check back next Wednesday. Part Three of this series looks at the Email List Rental / Sponsored Email and will detail the following points and more:

2. Email List Rental / Sponsored Email – the secret sauce.

The article details the following points and more:

  1. What Email List Rental / Sponsored Email is and what it’s not
  2. Why consider advertising in this way?
  3. Just How much influence does this media have?

3. Email List Rental / Sponsored Email will be the Third part of this article.

 

You can read Part 1 of this series, “Improve Your Email Deliverability – Three Tips”

Until next week, “may your new “Welcome Emails” be generating new sales for you!

Make sure you join me every Monday to receive “real executable marketing tactics, techniques, technology, and tips delivered directly to you

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Doug Morneau is an International Best Selling Author, Podcaster, Speaker, and a Serial Marketer since founding his first company over 32 years ago.

Doug is an expert marketer with significant experience in leveraging email marketing to generate leads and sales.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

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Improve Your Email Deliverability – Three Tips

Improve Your Email Deliverability – Three Tips

What Determines Email Deliverability?

Years ago, all it took for your emails to reach a recipient’s inbox was to prove you were a legitimate email marketer. From there, the chances of your email being opened were far higher when inboxes weren’t overflowing. Are you old enough to remember when “you’ve got mail” was exciting?

By now, of course, your inbox has gone several levels beyond more than you can handle, and a large percentage of emails sent to you wind up in the Spam or junk folder. And this doesn’t even take into account the invisible emails that don’t even make it past your Email Service Provider and simply disappear.

Check your Spam Folder when you get the chance. Not everything in there is unwanted solicitations. There are emails you used to read but simply can’t get to anymore. There’s only one of you but these things multiply like rabbits.

Along the way, there are emails that you stopped opening – or worse, you now delete them unopened, because:

  • They’re always promoting something but never talking to you
  • There’s no promise in the title of anything that might make things better for you
  • The content always seems to be a rehash of things you’ve seen before
  • You’ve simply ‘gone blind’ to them due to them always being there!

To help lower the number of emails you see on a daily basis, mailbox providers have enhanced their filtering decisions by using engagement-based metrics.

They’ve determined that not only aren’t you interacting with the sender, but based upon your open history, these emails are nothing more than digital clutter to you.

Guess What? It Works Both Ways!

The standards you set for others, those others are setting for you!

If you aren’t grabbing eyeballs with subject lines that promise value, sending information that lives up to the titles, or and keeping your look fresh and inviting, your emails are finding their way into your recipients’ junk folder.

Of course, maybe people never opened your emails. Maybe you didn’t send one for a few months and they forgot who you are. Or perhaps you missed the golden opportunity to get off on the right foot with someone who has demonstrated that they’re interested in what you are saying or selling when they signing up for your email list.

What Determines Email Deliverability? - DOUG MORNEAUTIP #1: The Soft Bounce

You know that email someone told you they sent but you couldn’t find anywhere – including your spam folder?

It turns out, that’s actually a real thing! It’s called the Soft Bounce.

From a business’s perspective, here are four possible reasons for soft bounces, the first three of which are mostly benign:

The recipient’s mailbox is full or the message size was larger than an email carrier allows.

Your list contains too low a delivery percentage, and email service providers is taking it to mean you are a spammer or low-quality emailer. This will be due to email addresses no longer existing – something that a good emailing program will stop from happening more than once.

An email service provider like Gmail, Yahoo, or AOL receives too many emails from a single source can flag your email and kill your email deliverability.

The one that you’ll need to address instantly is if you’ve found your way onto a Spam list, such as SpamHaus.

The Remedies for Soft Bounces are Obvious Enough

If your emails are being stopped because they’re too big, they’re also too big for anyone to read. Or your attachments are huge.

  • Don’t embed videos
  • Zip files if you’re sending multiple attachments
  • Keep your content down to a size that is likely to be read.

All email lists face natural attrition – it’s actually estimated at 22.5% per year. All senders need to gain trust – and not just from their readers. If a campaign goes live with a ‘bang!’, going from zero to thousands in an instant, it’s possible that some providers will consider the large volume of emails from a single source to be spam, so deliver none of them.

Clickable Quote: “How the “Soft bounce” could be killing your email deliverability.

TIP #2 – The Welcome Email Message

So, you’ve done everything mentioned above, but are still unhappy with your results.

OK, you should always be looking to improve. And through testing and analyzing your analytics, you can. But statistically, you’re more likely than not missing a very important aspect of email marketing and one step to improved email deliverability.

Did you send a Welcome Email? You’d be in the majority if you didn’t. But you’d also have missed a great opportunity.

Done right, the welcome email offers you an amazing opportunity to bring new signups into your sales funnel. In fact, welcome emails result in 9x higher revenue compared to promotional emails.

This subject is broad enough that it really needs a separate article. That will be part 2 of this series.

TIP #3 – Paid List Growth

You may be wondering what I mean by paid list growth.  What I’m specifically referring to is buying advertising and media for the purpose of growing your email list and generate leads.

The jury seems to be out on what the best “Paid List Growth” approach, but these include:

  • Facebook ads
  • Google AdWords
  • Guest Blog Posting
  • Paid Social Media Sponsorship
  • Influencer Marketing.

I’ll share my favorite go to.  But first, let me say that I am tactic agnostic.  My first, second, and third priorities are results.

Influencer Marketing - Email List Rental - Sponsored Email - DOUG MORNEAUMy vote goes to “Influencer Marketing”, though not how you imagine.  If you want to grow your email list, wouldn’t you agree that it makes sense to ask people to join you who are already raving fans of email and your particular topic or expertise?

Where might you find these audiences?  By partnering with established publishers and media sites that have their own large engaged, permission-based email lists.  You can, in fact, buy both advertisings within their daily or regular emails to their subscribers, and/or have them send your advertisement as a solo email to their list.

This, my friends, is what is known as email list rental or sponsored email.  Although you will never see or have access to the subscribers directly, the publisher, media outlet or list owner will introduce you to their raving fans and subscribers.

Email List Rental / Sponsored Emails also deserves its own blog post, and that will be part 3 of this series.

In Closing

To sum this post up. Setting up a welcome message (or better a welcome sequence) plus advertising focused on list growth, can not only help your email deliverability but generate new sales that you are simply missing out on right now.

Please check back next Wednesday.

READ – Part Two of this series  the Welcome Email details the following points and more:

  1. Some statistics on why this is a tactic you can’t afford to miss out on
  2. The elements of a great welcome email
  3. A couple of screenshots of my very successful welcome email, including one element that will definitely surprise you

Email List Rental / Sponsored Emails will be the Third part of this article.

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Make sure you join me every Monday and receive “real executable marketing tactics, techniques, technology, and tips delivered directly to your inbox”

Until next week, “may all your emails reach your subscribers’ inbox”

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Doug Morneau is an International Best Selling Author, Podcaster, Speaker, and a Serial Marketer since founding his first company over 32 years ago.

Doug is an expert marketer with significant experience in leveraging email marketing to generate leads and sales.

You can get more information about his best selling book.

Three Big Lies: The Real Truth about Renting Email Lists to Generate Targeted Leads and Sales

—————————————————————————————————-

128% higher click-through rate – what are the best email subject lines?

128% higher click-through rate – what are the best email subject lines?

Who doesn’t want to generate more sales from your email list?

We’ve all heard the money is in the list, but this article shows there is money in the subject line … what are the best email subject lines?

I was heading away for the long weekend.

Caught a glimpse of email as I was logging off.

So I flagged in my reading file.

Skip Labor Day For Back-To-School Email Promotions

“New data from GoDaddy suggests that Americans are more likely to open back-to-school emails than email promotions touting Labor Day.

Emails without “Labor Day” in the subject line generated a 128% higher click-through rate when compared to emails that did reference the holiday, according to a GoDaddy Email Marketing analysis of emails sent from its platform between August 1 and September 30, 2016.”
by Jess Nelson, August 31, 2017, published in Media Post

Read the entire email post

We all know that generating sales is a process with sometimes many steps. Using email marketing is no different. Each step has it’s own job to do.

  • The right people on our list – quality, they have budget and can make the buying decision
  • Deliverability – getting your email to your peeps
  • Subject line: getting your email opened
  • Copy – engagement, adding value, sales

I'm amazed at so-called marketers that try a clickbait type headline that is not congruent with their email marketing message.

If you pause for just one second and ask yourself … is tricking my prospect or customer to open my message (lying to him/her) the best way to start a conversation.  You've already lost my trust at this point.

Share a couple of the best email subject lines that you have tested.

POST
your comments,
thoughts and
responses below.

Head over to my podcast and have a listen to one of my many interviews with leading email marketing experts.

Make sure you are subscribed to my email list to get details regarding the release my new book:

3 BIG LIES
The Real Truth About Renting Email Lists
to Generate Targeted Leads and Sales

Is email list rental coming back in style?

Is email list rental coming back in style?

Imagine my delight when the

Author of “Email Marketing Rules” and Research Director at Litmus published a survey about email list rental.

I’ve responded to both the short version of have you done an email list rental? on the Litmus blog and also on their LinkedIn page.

I’ve copied and republished the detailed email list rental survey below.

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If your brand has ever rented an email list, how was it structured? Select all that were a part of your list rental experiences.

  1. We were given the list by the list broker/owner to use.
  2. We never saw the list that our message was sent to.
  3. We shared our suppression list with the list broker/owner.
  4. Our message was sent to the list on our behalf by the broker/owner using our sending domain and brand.
  5. Our message was sent to the list using the list owner’s sending domain and brand.
  6. When our message was sent to the list, it included the list owners unsubscribe link.
  7. When our message was sent to the list, it included an unsubscribe link so subscribers could opt out of future offers from us.
  8. The message sent was in opt-in based signup (i.e., the recipient had to opt-in to receive future offers).
  9. The message sent was in opt-out based signup (i.e., the recipient had to opt-out to avoid receiving future offers).
  10. I don’t know or our brand hasn’t ever rented an email list.

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Originally published by Litmus

For those who know me you’re clear on where I stand on this topic …

… having been the largest single purchaser of email list rentals as a media channel for years.

The opportunity for email list rental to form part of your media buying has never gone away, it has gotten better, cheaper, and it’s just not discussed in most circles.

Maybe it’s time to have the conversation again.

POST
your comments,
thoughts and
responses below.

Head over to my podcast and have a listen to one of my many interviews with leading email marketing experts.

Make sure you are subscribed to my email list to get details regarding the release my new book:

3 BIG LIES
The Real Truth About Renting Email Lists
to Generate Targeted Leads and Sales