Co-registration is billed by some as an efficient method for bringing in fresh subscribers to e-mail newsletters. The practice involves listing your company among others, so that when people sign up for one of the other publications, they can choose to receive yours, as well.
One downside of the most common form of this, known as paid co-registration, is that you will “have to pay a fee to the other publications-generally between 25 cents and $1 per subscriber,” according to Corey Rudl of Entrepreneur.com, “but rest assured that it’s usually more than worth it when you calculate the lifetime value of these potential customer.”
Rudl suggests the co-registration services of ListOpt, Newsletter-Directory.com, and Innovation Ads as good starting places. So as not to waste money, it’s important to make sure that your publication is partnered with others that share a similar target audience. For the same reason, Rudl recommends not paying “more for a first-time customer than what you’ll net in profits.”
There is another form of co-registration that is completely free. Called barter co-registration, it simply involves two (or more) publishers agreeing to promote each other’s subscriptions. Brian Clark of Copyblogger believes this can be mutually beneficial, even in instances where the businesses are competing. Clark recommends the “partners send roughly equal amounts of subscribers to each other.”
Co-registration can be especially effective for e-mail newsletters that are just getting off the ground, but it can be worthwhile for publications with established subscriber bases, as well. At the very least, it’s worth a look.
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Doug is a staff writer for Murdok. Visit Murdok for the latest eBusiness news.
