Lead Generation – Targeted List Building

Successful email communication derives first from building the appropriate list. And the very best list is a list of people who have specifically requested to hear from you about issues or candidates that are important to them. Your potential audience is not limited by political party registration, or previous issue orientation. These are people who specifically want to hear what your organization has to say. And our job is to deliver those consumers to you, where they become a permanent asset on your organization’s permission based email list. Then it’s up to you to make your case, turning undecided voters into supporters, and supporters into activists and donors through the use of regular, well targeted and engaging email communications.

Every large, successful company looking to build its list of consumers learned this lesson long ago: CPA (“cost per acquisition”) marketing is the most successful way to build a list of consumers with the lowest amount of risk. This means you’ll be using the marketing techniques of professional commercial marketers. In the political context, it means you can build a list that will help deliver the financial support and votes that you need.

All large and successful consumer goods companies know and use this technique; isn’t it time your organization did too?

 

Process

Opt-In Movement will generate “leads” from people who want to hear from you about your issues or candidates. The content of that lead is up to you. It can range from a simple record like a name and email, to more thorough address information or even survey responses. The more data fields are added to a lead, the more the price of that lead increases.

The process involves Opt-In Movement developing several test creatives to suit your situations. We know you have professionals on staff handling your message, and it’s our intent that our creatives reflect your campaign and its strategy. We’ll follow whatever guidance you provide, and of course, you retain full control over all content used to generate leads on your behalf.

Once approved by you, the offer is put to our proprietary Publisher Network. Offers are targeted nationally, or when appropriate, by zip code. A conversion or "lead" is defined as a completed form, including first name, last name and email, as an expression that the individual would like to hear from your organization (more fields may be included per organization specifications). The data will be transferred to your organization in real time, or in batch files pursuant to your instructions.

 

No Risk

Unlike traditional media, this is a no-risk buy. The results of television, radio, or print advertising are often hard to measure, and have a cost structure not based upon results. Our methodology removes all risk for the political advertiser, and the organization commits to paying for results only. You pay only for the benefit you receive. If you are a media buyer representing political organizations, this is the only buy you can make that will assure you that you only pay for the desired results. You pay per name added to your email list, and nothing more.

 

Working with You to Ensure Optimum ROI

The staff of Opt-In Movement will work closely with your organization to monitor lead quality, and adjust as necessary to garner the results needed for a successful campaign. We want to make sure that those individuals we place on your list, stay on your list, and that they provide you with an optimum ROI. The better your capability to track what people do while they are on your list, the better our ability to constantly adjust our marketing to provide you with the highest possible return. We’ll work closely in partnership with you, utilizing our proprietary tracking system to determine which marketing mix is performing best for your organization.

Opt-In Movement will also manage the unsubscribe process, which is a critical component of compliance. We employ highly specialized third party services to monitor our performance and ensure compliance. A close working relationship and attention to detail form the basis for a successful online campaign; every step is designed to facilitate measurable performance from online marketing, while ensuring the highest possible level of legal and regulatory compliance.

 

Pricing

The pricing model for this type of marketing service is valuable to political organizations because the campaign pays only for what works. Unlike purchasing a "list" with tens or hundreds of thousands of “opted in and interested” people only to find the list performs poorly with too many complaints, too many opt-outs and little conversion, utilizing a CPA (Cost Per Acquisition) model, allows the campaign to pay for what it receives. Upon being directed to approved landing pages, people will fill out the form and hit “submit” for different reasons; they may be interested in a candidate individually, or about the issues that you as an organization care about.

In interactive marketing there are three basic pricing models CPM- cost per thousand, CPC- cost per click, and CPA- cost per acquisition. Opt-In Movement charges clients on a CPA basis, so the client pays only for actual conversions, or leads, not traffic. The price per “lead” or “action” for each campaign or organization will vary depending on the specific information desired.