What is Co-Registration Marketing (+How to Use It)
Wouldn’t it be nice to rapidly grow your leads without breaking any laws and internet best practices? It may sound sketchy and unrealistic at first, but Co-Registration Marketing makes this a possibility.
Simply put, think of Co-Registration as leasing relevant contacts from a different company. A company that owns the list asks their contacts whether they consent to receive marketing communications from their partner companies or not. Those that do consent are included in the co-registration list and are licensed to other companies.
While it’s still very important to invest time and effort in organically building a contact list, in some cases, it’s necessary to get a headstart. This method helps you do just that. Building a contact list all by yourself can take up months of hard work and a significant amount of investment. In contrast, co-registration marketing is quick and isn’t too expensive.
Getting Started with Co-Registration Marketing
Now that we covered the basics, we’ll go through the steps of building an email list via Co-Registration. This process includes finding a proper company that will have a relevant audience and evaluating the quality of their lead base. We’ll go through the prerequisites of choosing a well-groomed list and creating an effective campaign.
Step 1: Research Companies with Relevant Audience
To get started, you need to find a company first. Research companies that have a relevant audience to you. To be more specific, we are talking about audiences that will have relevant interests and demographics. Of course, we are not talking about competitors who are aiming to sell the same product to the same audience as you do. Instead, aim for companies whose services can complement yours or vice versa.
It’s not always that you can find websites that match all your criteria. If that’s the case, widen your search and consider cross-niching. In addition, make sure you co-register with websites that are reputable and follow white-hat SEO practices only. Don’t go for suspicious websites. They might have perfect stats on paper but might end up showing bad results and negatively affect your SEO track record.
Once you have narrowed down a list of companies whose audience you want to co-register, start a reach-out campaign. Always ask for their audience data so you can get a preview of the quality you can expect. This includes:
- Daily traffic to their website
- Lead list size
- Engagement rate
- Demographics data
Next up, negotiate the subscription model. There are usually two payment models, one charges per co-registrant that subscribes to your offer, the other is charged per day. After everything is agreed upon, the company should sign a contract with you.
Step 2: Create a Compelling Campaign
With co-registration marketing, you will be introducing yourself to an audience that is not already familiar with your brand. Therefore, it’s important to make that first introduction as quick and effective as possible.
A great strategy is tying in the introduction with the co-registrant company’s offering. For example, If your offer is eyeglass lens care products, you might use an eyeglass company’s mailing list and start your email with, “Now that you have your shiny new glasses, make sure you also have the right tools to take proper care of them so they serve you long.”
Step 3: Closely monitor results
Once you start your campaign, closely monitor the results regularly. Don’t necessarily wait for the campaign to end to understand whether the campaign works or not. Of course, you shouldn’t judge the effectiveness after just one day, but do keep a close eye to see whether your emails successfully get to inboxes and if there’s any engagement at all.
Co-Registration Marketing vs. Data Licensing
The decisive factor of a successful Co-Registration Marketing campaign depends mostly on finding the right company or website to partner with. The search process is the trickiest part of the whole process. But don’t let it discourage you.
Thankfully, there’s another highly effective method of rapidly increasing your lead base. We’re talking about Data Licensing. If you’ve already heard about Data Licensing or read about it in one of our previous articles, you’ll see that there is a similarity between these two rapid lead generation methods. While in both cases you are leasing contacts from third-party lists there’s one crucial difference.
In the case of Data Licensing, you are leasing from a specialized vendor like PMG360. The vendor carefully curates a consented list of qualified contacts based on industry. This results in better engagement due to the fact that the leads are highly targeted and industry-specific. With Co-Registration Marketing, you are leasing from the lead base from another company.
If implemented correctly, Co-Registration marketing can be a powerful technique to jumpstart your lead generation campaigns and generate relevant contacts that will turn into profit. Just make sure to follow the steps listed above and do not rush the process. Co-Registration campaigns only succeed if they are done with the right company and the right audience.