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Email List Proposal

By John McCabe
Posted Monday, November 22, 2004

List owner: < Who has collated the file? >

List name: < What is the file known as? >?

Description: < Description of the recipients on the file including lifestyle demographics, age, gender etc for consumer lists, and job function, company type etc for business.>

No. of Records: < Total number available that meets your chosen criteria to establish the scope for
roll out.>

How was the file collated: < Are they collected from website registrations, tele-research, surveys etc.? The Broker should give details here>
Who has used the file previously?
< Case studies if available. >

Click through rates and open rates
achieved previously: < May not always be available or appropriate >

Recency: < How old are the names and what the guarantee of connectivity is >

Costs: < Full breakdown of the CPM (cost per thousand) inclusive of any broadcast, selection and tracking charges, should be detailed here >

Terms of payment: < Usually prepayment – but details should be given here >

For mor info send Mailto:


About the Author
John McCabe is the co-founder of UK Marketing Management,a specialist direct marketing agency based in the UK. He has 15 years experience of developing direct marketing campaigns in a variety of industries. During the last four years he has concentrated on email marketing, both as a corporate end user and as an agency. During this time he has helped develop the media with list owners, broadcasters and clients - pushing up service levels and quality of data.


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