As marketers and demand generators, we are always researching and looking for new and efficient ways to drive leads into the funnel, in order to follow-up with more content as nurture, or tele-services. I recently re-discovered the concept of co-registration as another means of capturing email addresses of interested prospects. Learn more about this effective but underrated lead generation tactic.
What is Co-registration Lead Generation? (or, Co-Reg)
If you ever signed up for a newsletter from a publisher, and you check a box that gives the publisher permission to send you related offers from advertisers, that’s where co-registration begins. Many online publishers generate increased revenue for themselves by offering these advertised deals and offers to web users
Generally, prospects can opt in to a publisher’s mailing list for information, eBook or newsletter on a specific topic. They provide their email address to receive this information. The email address is then considered a lead or inquiry because you can then communicate with the prospect to further promote your product or service. Simply, co-registration lead generation works when the prospect is opting in for one newsletter, and then another newsletter that is relevant is offered at the same time. If the subscriber opts in for the second newsletter as well, a lead is generated for both businesses. Below is a visual example.
Leads are typically negotiated on a cost-per-lead basis. As a performance-based tactic, the pricing model makes these kinds of leads efficiently priced.