Co-registration (or co-reg, as it is commonly known) is rapidly gaining ground as a media tactic. In the age of CAN-SPAM, and with an increased understanding in the market about the importance of user permission for effective email communication, co-reg is an attractive option for building a house list.
Unfortunately, few marketers treat co-reg as a distinct tactic, and instead simply apply the business rules of their standard online media buys. This can be a costly mistake.
This article discusses the most important issues to consider when crafting an insertion order (IO) for a co-reg buy.
The Obvious Stuff
Besides the buy value, payment terms and start and end dates, here are the terms, specific to co-reg, that need to be included in your IO.
All Data Must Be Opt-in
Opt-out data does enormous damage to brands and should never be used by legitimate marketers. An IO needs to state explicitly that the buy is for opt-in data only. Since many vendors use the term loosely, you need to define "opt-in" carefully. For me, an opt-in name is of a user who expressly requests to receive a specific email communication from a specific brand by taking some form of affirmative action to request such email communication.
Specify Data Fields
Stephan Pretorius founded Acceleration in 1999 and is currently responsible for product development and client strategy. For more information, visit www.acceleration.biz.