Acquisition Strategies for Mailing in the UK – By Cari Birkner

by FeedFront Staff on March 9, 2010

Working in the marketing department at a company whose core business is monitoring email compliance, I spend a lot of time studying global email marketing laws.

So, I asked reputable networks and publishers how conflicting laws and cultural nuances translate into reality for email. I got great feedback from Warren Corpus,   Vice President of Business Development at Vayan and Kimberlee White, President of AKMG.

 Warren: “Because of the different opt-in procedures and the different data collection laws in the UK, we find much smaller quantities in UK files and the files themselves harder to come by for list management.”

Kim: “There are definitely better open and click rates in the UK. More revenue is made off smaller amounts of data compared to US data. However, more often than not, I am seeing lower payouts for UK leads.” 

 Zack Bernato, Vice President of AdMarketers, gave me a run down on the pros and cons of publishing in the UK market. If you’re thinking about mailing in the UK, here are the essential takeaways from my interview with Zack:

The amount of data is much smaller, but the quality is better.                                            

“The offers convert much better. They click on everything.”

Consumer data records have a much shorter lifespan in the UK.

“The open rates and click rates are great right off the bat, but a record in the UK is only responsive for about two weeks. In the US, it would take at least a month for a static list to go cold.”

The UK advertiser has a different time table for processing payouts (in pounds, not dollars).

“In the US, most payouts are net 10, net 15, or net 30, meaning you’ll have your money by January for traffic from December. In the UK, advertisers pay net 60, so payment for traffic is delayed considerably, and hinges on the exchange rate on the last day of the month.”

Follow CAN-SPAM and maintain a suppression file, in addition to following publisher-based UK opt-in laws.

“As a US company mailing in the UK, I don’t take chances with regulators on either side. It’s my responsibility to respect opt-outs from my offers by maintaining my own suppression file, even though the UK doesn’t require it.”

Utilize your own technology for tracking and reporting.

“Most traffic comes from the US to other countries because we understand the space. Hosting your own UK sites allows for better filtering and reporting, and ultimately better lead quality.”

If you’ve heard expanding into the UK is the right move, I’ll end with some words of wisdom from Zack that ring true in affiliate marketing and perhaps in all business ventures:

“Email in the UK is lucrative, if you work with the right people.”

Cari Birkner is the Marketing Coordinator at LashBack, LLC and contributes on the subject of email marketing compliance to

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