Because coregistration lists have been a tool used primarily by large internet marketers and major corporations, the whole issue of coregistration lead generation and how coregistration lists are built is poorly understood. I guess we’ve been keeping our light under a bushel for too long.
Coregistration lead generation usually follows one of two primary formats, although there are a couple of additional methods that are occasionally used to build coregistration lists.
The first method is often referred to as a coregistration “path”. In this method of coregistration lead generation, the potential subscriber visits a general interest web site, or a portal type website related to his or her area of interest. Upon the visitor’s request for more information, the coregistration path begins.
The site visitor fills out a form, asking for more information. Upon completing the form, instead of immediately seeing a “thank you” page, the visitor is presented a series of additional, related offers.
Let’s say Joe Visitor signs up to get football scores delivered to his email inbox once a week. As part of the coregistration process, he might also be offered a subscription to a newsletter about his favorite teams and players, a magazine subscription, and information about where to buy sports memorabilia.
All of those latter offers are being made by vendors other than the one whose site he is on. How is that possible? Simple. The portal site owner has signed up to be a coregistration publisher. He has an agreement with a coregistration service provider to be part of a large network, and gets paid for every lead that he generates from his coregistration path, which is provide automatically by the coregistration service. These networks consist of hundreds of high traffic sites, and can literally generate hundreds of thousands of coregistration leads per day.
The other common coreg path is for the site visitor to be presented a page which contains multiple offers, each of which has a checkbox next to it. The site visitor checks the boxes next to the offers of interest, fills in name and email address (and sometimes also physical address and phone number) and upon clicking the “submit” button is simultaneously registered for all of the offers he or she selected.
Sometimes these multiple offer pages are presented as part of the “thank you” process after the primary registration, and sometimes they are presented as part of a forum. Joe Visitor starts at web site #1, clicks a link to get more information, and is taken to web site #2, which not only presents him the form for what he initially asked for, but also displays the page with multiple related offers.
In both cases, the site visitor is shown multiple offers he/she can register for. That is the essence of co-registration – signing up the site visitor for multiple related offers simultaneously. Another way of thinking of it is “cooperative” or “shared” registration.
Whatever you call it, coregistration lead generation is big business. A co-reg network can easily generate tens of millions of page views and clicks per month. Just one that I know of generates 45 million clicks on a monthly basis. People have no idea how vast the internet is, the size of these networks, and their traffic-pulling power.
