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Co-Registration Hurts for Lack of Memory by Chris Donald @inboxgroup

Co-Registration Hurts for Lack of Memory by Chris Donald @inboxgroup


Co-registration Hurts for Lack of Memory

Co-Registration Hurts for Lack of Memory

What is Co-registration?

Co-registration is the process of subscribing to two or more email newsletters at once that are offered to you, usually in a promotion/contest or e-commerce setting.  In some cases the Co-Reg option is pre-checked which is a practice I find to be sleazy at best.

Co-registration takes place when two websites partner to build their respective email lists. For example, when a visitor to your website registers for your newsletter, you can offer him/her a chance to sign up for newsletters from the partnering website.

I don’t believe in co-registration
I’ve never believed in the benefits of co-Reg.  For me, the bad far out ways the good.  Especially now when people have less time and their memory of “opting-in” to some additional newsletter during a purchase or promotion just doesn’t leave a lasting impression.

With Co-Reg lists, unsubscribes tend to be very high and they also generate a large percentage of spam complaints.  Open-rates are usually dismal as well.  This is especially true when the subscriber uses AOL, Hotmail or other “free” email accounts.  The mark as spam button becomes their only measurable action.

Here are a few quotes about Co-Reg from some other email minds:
“In all seriousness, Co-Reg can be a dangerous practice in regards to reputation & deliverability. Tread very carefully indeed.” – @AndrewBonar, Email Deliverability Consultant

If Omaha Steaks did a Co-Reg subscription contest to win an iPad, vegans would subscribe. Each vegan that didn’t win would report the “winner announcement” email as spam. – @JaCaldwell, Red Pill Email Blog
(Okay before the vegans start hating on John, the same would happen if meat-eaters subscribed to win an iPad at Tofu.com.  I’m just sayin’)

And I would be remiss if I didn’t include something from the Pro Co-Reg side.  Here’s a good article from Morgan Stewart at ExactTarget that covers some of the benefits when Co-Reg is done right.

The days of the shotgun approach are over.  You should build your list from people who are interested in your company, products and/or services.  They subscribe because they perceive value. Not because of a contest Co-Reg deal with another website.

If you are looking for ideas to build your email list, there are much better options to consider.  Take a look at this post: “15 innovative ways to get more subscribers“.  Some really good ideas and examples to help you build your subscriber list.

Wait, there’s more!
As a late addition to this post I went to subscribe to the Ben & Jerry’s newsletter when I saw this at the bottom of the subscribe form. “By providing this information, you acknowledge that Ben & Jerry’s may send you information, samples or special offers we feel may be of interest to you about Ben & Jerry’s, or other carefully-selected companies. If you would like more information, please read our Privacy Policy.”

Other carefully-selected companies? REALLY! How can they possibly know what other companies I would be interested in without even asking what my interests are?  Maybe that is their problem with their email marketing.

Please take a moment to leave your comments about Co-Reg.  These are my views and while I know I’m not alone, I understand many out there have a much different view on the subject.

Cheers, Chris

Takeaway: Co-registration can help build your list, but if you don’t do it exactly right you could do major damage to your brand and sender reputation.

  • Profile:  Christopher Donald is currently a Partner and VP of Sales and Marketing at Inbox Group, LLC based in Dallas, where he oversees U.S. and International sales of the Inbox Group email marketing service (SaaS). Chris has worked on the front lines of internet sales and marketing since 1995 and directly in email marketing since 2000.
  • Website:  http://www.inboxgroup.com
  • Twitter:   http://www.twitter.com/inboxgroup
  • LinkedIn:   http://www.linkedin.com/in/inboxgroup
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Your thoughts here
  1. Interesting article Chris, however I have to disagree with you on one fundamental mistake. Not all co-reg path’s include a prize, offer, etc. There are many that just request you to select whether you are interested in the product or service of the brand on that particular offer. That said, I agree with you 100% about the Ben&Jerry’s scenario where they have the audacity to assume they know what your other interests are. That is not a best-practice.

    Oliver Olinyk
  2. Further to Chris Donald and his thoughts on Co Registration

    Hi

    I’m into quite a bit of marketing I own several websites and am based in the UK. I have been online for a few years now and have seen many things. I have written some instructional guides for peoples websites in .pdf form I sound awful on camtasia. I’ve done installations, programming, designing, replication work and so on. I then had to go into hospital for quite a whilewith an acute pulmonary embolism. So I’m back not quite fighting fit and I am having a spring clean on my server at the mo so most of my sites are offline but that’s not the reason I’m here.

    My comment though is about being spammed though but its a new sort of spamming and it goes on from your remarks and is aimed at one company and there paid for users who market through Co Registration. I would very much like to get a few peoples views on this and if they are having the same problems. If so I will approach Aweber to find out why its being allowed to happen.

    Its Aweber or not as such Aweber but the many people who pay to use the service… There is a new way of spamming going on by some big marketers out there and many others have jumped on the band wagon.

    Who is subscribed to any Aweber marketing accounts and how many of you are getting emails from the original subscriptions trying to get you to go and see a site by following an Aweber link which turns in to another subscription to see some more information and you try to get off the page but you get the ok or cancel box for some special gift which then turns into another subscription also through Aweber you get the idea and so it goes on.

    You then have to go through all the emails and unsubscribe as what they are offering in most cases is a load of junk or a lite version of this or a guide to that or a poorly made video with awful music you get the idea.

    I cannot be the only person this is happening to. I am taking on this fight personally cause I’ve got back to these so called big marketers with their fake different names. I have also contacted quite a lot of other little people who have jumped on the band wagon!!!

    Do you know what not one of them has answered the email. which incidentally has to so say go to a real address.

    Gary Ockwell
    (emaster)

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