Co-Registration:

Co-Registration is a one of several possible ways to gain subscribers to one’s mailing list. It works like this:

A visitor opts-in on a squeeze page to some newsletter list. After he hit the subscribe-button he is directed to a thank-you page where additional offers to subscribe to other newsletter are presented. The webmaster of the squeeze page has a cooperation with other marketers who either pay him per subscriber/lead or they have agreed on some other form of exchange like in turn present his subscription offer on their thank-you pages.

You can see an example here:

This is the thank-you page after a visitor has just subscribed to the New York Times free newsletter service. There are additional offers to subscribe to services from the 3 other companies as you can see on the screenshot. Each one runs a small ad to convince the user of the benefits of checking the box and entering his name. By doing this the user gives the company permission to send him marketing messages.

For every user who opts-in on the e.g. eFax service, eFax pays a before negotiated fee to the New York Times.

If done right, Co-Registration can be one of the fastest and best ways to build a massive mailing. If done wrong it can be a waste of money.

Here a few tips to make Co-Registration a success:

• In your Co-reg ad describe as exactly as possible what you have to offer to a subscriber and what he will benefit if he opts-in. As you will have to pay for each opt-in you only want people who are really interested. Not people who unsubscribe after your first message because it is not what they thought it would be.

• Verify with your Co-Reg partner (the one on who’s thank-you page your offer will appear), that all subscribers will be delivered to you in real time. That means, you get their names and email addresses at once after they have opted-in. Set-up your autoresponder so that they receive your welcome message immediately. That way you won’t get any spam complaints, you would position yourself as a professional and competent marketer and the chances that your new subscribers would respond to your message are much higher. With a delay of hours or days people might have forgotten already that they opted-in with you and complain of you spamming them.

• Tell them in your ad already that they will receive a message right away once they have subscribed and that they should check their email inbox.

• There are Co-reg services who have all the boxes of the different subscription offers prechecked (this is not the case in above example). That means that a visitor would have to uncheck the box if he would not want to become a subscriber. The chance of getting and having to pay for a subscriber who just forgot to uncheck is quite high that way. Those persons didn’t willingly opt-in, therefore might complain of spam if you mail them and most probably would never buy from you. Hence, it is not recommended to use such services.

Note that there is also another form of Co-Registration which actually isn’t really Co-Registration and which is a lot less effective:

Lead generation  companies sometimes get users to opt-in on a rather general squeeze page. By opting-in these subscribers agree to small print Terms of Service (ToS), that their data can be shared and they can receive mailings also from associated parties. Most of them are probably not even aware of this fact as only a minority reads ToSs. The lead generation company then sells these leads to other companies and/or Internet marketers. Often such “Co-Registration”-lists are sold not only once.

Easy to see that this kind of Co-Registration is a lot inferior to the above form as:

• Those leads are not really targeted as they didn’t subscribe to your specific offer.

• Often the date of subscription has already passed for several days when the leads are sold.

• The number of spam complaints will be considerably higher because many of these leads didn’t read the ToSs and therefore didn’t know they would receive mails from other marketers or might have forgotten already, especially when they opted-in several days ago.

[Co- goes back to Latin com- as a variation of cum = with, meaning together, joint, mutually;

Registration is from Latin regestus, regerere = to pile up, to collect]

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