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What is a list broker?
We find the right addresses for our customers. To do so, we use
our contacts, our market expertise and our negotiating skill with the address
owners and achieve the go-ahead for your advertising campaign.
We inform and advise you about differences in quality and prices.
Opt-in:
Permission to contact by phone or e-mail
Legal provisions in many countries prohibit the contacting of
private individuals by telephone for marketing purposes.
In the business area, there must be a legitimate interest. Thus, for example,
you may not phone up doctors’ offices to offer a financial service, as such an
offer is too general.
The barriers are tougher when it comes to private individuals. A declaration of
consent must be available prior to initiating contact. Frequently this is
accomplished via prize contests and what is known as a "double opt-in", i.e.,
participants must indicate twice by checking two boxes that they consent to
being contacted by phone.
Test mailing
It is seldom possible to predict in advance whether an ad
campaign will be successful; the result simply depends on too many factors. That
is why test mailings are conducted. Each test mailing usually comprises anywhere
from 5,000 to 10,000 recipients. The most effective version is then sent out to
all addresses.
Target group
A target group is a way of describing an address list. Anyone who
is interested in car racing, for example, is also quite likely to be interested
in travel offers to races or even Ferrari fan items. What is important here is
to define the target group as precisely as possible.
A BMW fan might be interested in racing as well but probably not in fan items
from tennis stars.
The most critical and difficult criterion for an advertisement’s success is the
right choice of target group.
Form of delivery
Addresses are supplied in either MS Excel or text file format.
Should formatting those mailing addresses entail too much effort and/or expense
for you, for a nominal extra charge you can also receive adhesive address labels
or even have the address printed on CEBUS.net’s own letterhead stationery.
E-mail advertising
Usually with e-mail advertising the addresses are not supplied to
you. Instead you provide us with a text file or HTML file with your
advertisement. We then forward this file to the address owner for e-mail
distribution.
Business data:
Contact person, phone & e-mail address, website
If you order business data including phone number, e-mail address
or website details, you will only receive – if available – general information
on the company. Data such as direct-dial extensions and personal e-mail
addresses are only provided upon explicit request.
These data are available from publicly accessible sources, e.g. individual
advertising, and are offered in compliance with the German Federal Act Against
Unfair Competition (UWG). Be sure to abide by the legal provisions regarding
initial contact.
Addresses: rent or buy?
Renting addresses is cheaper than buying them. However, rented
addresses may be used one time only.
A rental address is permanently added to your list / transferred to your
ownership at no additional cost each time a reply or response is received. You
are required to delete all other rental addresses upon completion of the
campaign.
Should you not wish to do this, the addresses may also be purchased. It costs
around 3 times more to buy addresses than to rent them.
Address quality
The quality of the addresses varies widely.
In the case of form letters, an undelivered rate of between 5 and 10% is to be
expected even with valid addresses.
Experience shows that addresses containing voluntary information such as phone
number and e-mail have an even higher error rate. This is due in part to
incomplete data and partially to data entry errors within the companies
themselves.
Duplicate check: Redundant addresses are a real hassle, because they engender
more than just costs. They can also ruin your reputation.
Personalized advertising,
private consumer
Which is better: "To all households"
or
"Dear Mr. Blair”?
A personalized advertisement addresses the recipient directly by name. This
guarantees greater advertising success; after all, who wants to be just one of
several million household recipients?
Personalized advertising,
business
Contact person:
"Dear Purchasing Manager"
or
"Dear Mr. Miller" instead?
A contact person is a sine qua non for a personalized advertisement.
Particularly in large enterprises, your ad won’t make it past the secretary’s
wastebasket if it doesn’t include the name of a contact person. How can you
expect the mailroom of a company with more than 10,000 employees, for example,
to decide who to send an ad to if it doesn’t specify a contact person or
department?
Address costs
The cost spectrum for addresses is incredibly wide. You can pay
as little as 10 cents or as much as 6 euros for a good address. The decisive
question is: what will pay off for your campaign? Addresses for small, exclusive
target groups are always more expensive than general yellow-page addresses
without contact partners.
Addresses will necessarily be more expensive if they are compared against the
Robinson list, subjected to credit checks and compared with your own lists to
eliminate redundant entries – but then the total quantity is less. That means:
lower advertising costs and higher response rates for you.
A recommendation can only be made once test results are available.
Address exchange
Exchanging addresses is probably the most cost-efficient way of
enhancing your own lists. Suppose Company A has 80,000 special addresses and
Company B has 50,000. They agree to exchange 50,000 addresses for a one-off
campaign. The transaction yields three winners: Customers A and B receive
low-cost addresses and the list broker receives a commission.
Italian addresses
Bella Italia!
Thanks to our direct contacts, we’re always a step ahead in Italy for our German
customers.
Take a look beyond the horizon!
Do you want to sell trendy German cars in Italy? What about Formula 1 fan
articles or invitations to the Oktoberfest? If so, we should talk about it. Is
your product already successful in Germany, then it will definitely catch on in
the rest of Europe.
Price information: Why not have CEBUS take care of the complete processing of a
mailing, for example in Italy? Besides address rental, translation and mailing,
we can also handle order processing for you as well as forwarding to your sales
department.
Refunds
Your advertisement does not always reach the intended recipients.
This could be because the recipient has just moved or has a new telephone number,
or because of a data entry error or reversed house number digits – or maybe the
sender provided false information intentionally.
You are entitled to a 95% deliverability rate for the addresses you order.
Anything short of that will be refunded – without discussion. However, most
address list owners do expect this to be documented. Documentation might be in
the form of a returned envelope or a verifiable list of invalid phone numbers.
CEBUS categorizes refunds as follows:
Refund (2): You receive a credit in the amount of the address price for
each undeliverable address.
Refund (1): The refund is handled very generously in this case. You can
expect a bonus payment.
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CEBUS.net