The email marketing landscape is a constantly evolving one. Every facet of our business here at Media Prowler comes back to the cornerstones of our company: transparency, integrity and results. As industry experts, we thought it might be helpful to offer some tips and advice to our clients to avoid jeopardizing your trust in us and in email advertising in general.
Tip #1: Guaranteed Opens and Clicks
If a company guarantees opens and clicks, it’s should send up a red flag for you and your clients. As with all advertising, the success of the campaign depends upon the call to action, the offer, and the creative quality. It’s unreasonable to believe that a company can guarantee “X” amount of opens and clicks for all campaigns, regardless of the offer, call to action, or creative quality.
Tip #2: High Counts + Low Cost
Quality data is expensive. You get what you pay for. Here at Media Prowler we have the highest quality B2b and B2c data available. This case study with one of our competitors providing an unrealistic count illustrates our second warning flag for signs of fraud.
Scenario: Requested a campaign targeting recipients with diabetes in the Denver, DMA.
The competitor provided a count of 100,000, which accounts for almost every person with diabetes in Denver. This creates a disconnect, credible data is not cheap and medical data based on surveys or other credible sources is also difficult to come by. If the competitor actually did have a database of almost every diabetic person in Denver, (which is unlikely in and of itself) the cost of providing this list to you SHOULD be prohibitively high.
Tip #3: No Complaints
Complaints and the response to those complaints are 100% a part of this business. If the company has never received a complaint, it’s unlikely that they send out many emails, if any at all. If a company claims they have never received a complaint from someone receiving unsolicited emails – Its most likely because they are not actually sending emails and therefore might be committing traffic fraud.
