Email broadcasting is the process of sending messages to relatively similar groups of email recipients (potentially large numbers). White papers can be promoted by sending white paper availability email announcement messages to people who are interested in the issues or topics covered. To do this, a targeted list is obtained or leased and an announcement message is created. An email broadcast is performed, usually by an email service provider (ESP) that can track delivery and interaction with the email messages.

Targeted Lists - Email lists are groups of email addresses (called list subscribers) that are owned or rented. Email address acquisition processes can range from asking customers for email addresses when they visit a store to using newsletters and other promotional programs to get people to register their email addresses. Qualified lists can be rented from magazines, newsletters, industry associations, trade shows and other providers of focused news and content. Rented lists are commonly sent to a 3rd party such as a mailing house to prevent the user from having direct access to the list. It is also possible to get access to qualified lists by bartering email broadcasts.

Email Service Provider (ESP) - An email service provider is a company that provides email broadcasting services for other people or companies. The services provided can range from list capturing, campaign management, email broadcasting, link tracking and reporting. Some email broadcast companies include Constant Contact (www.ConstantContact.com), Topica (www.Topica.com), and Vertical Response (ww.VerticalResonse.com.

Several important government regulations must be followed when sending emails, and ESPs must strongly enforce these rules (avoiding SPAM). This can result in delays and list validation requirements before ESPs allow companies to start adding names to lists and performing email broadcasts.

ESPs commonly charge fees for hosting and/or sending (broadcasting) email messages. In 2010, it cost approximately 1 cent per email address per month to host and send email messages for small to medium size lists. This means that a list with 10,000 names would cost $100 to manage.

White Paper Announcement Message - White paper announcement messages are email alerts that inform recipients when white papers that may be of interest to them are available. ESPs commonly provide templates (email messages ready for modification) and instructions that can help a person or company to setup their email broadcasts.

Email Testing - When possible, multiple versions of announcement messages and subject lines should be tested by sending variations to small groups of similar recipients. This testing process allows for the setup and selection of the most effective email broadcast campaigns. Small variations in email messages or list selections can make a dramatic difference in the email open rates, email message interaction and ultimately in the conversion (purchase) rates.