If you own a “category killer” domain name, chances are good that there’s one or more trade organizations that represent companies and people that “do” what your domain name means or sell the product that is your domain name. Many of these organizations offer email blasts for advertisers, and this could be a good way to sell a domain name.
I exchanged emails with one trade organization yesterday, which has somewhere around 25,000 member email addresses. The group is willing to do an advertising email blast to its membership for $3,000, and it also offers to feature the advertiser in its monthly bulletin at no additional cost.
While spending $3,000 to sell a domain name is a LOT of money and something I wouldn’t do unless absolutely confident in selling it, putting the name in front of 25,000 prospects is a huge opportunity, especially if the name encompasses an entire industry. I don’t know if each email address is associated with separate companies or if some companies have many members in the organization, but that’s a lot of potential buyers.
There are a few things you might want to ask before moving forward with something like this:
- Email open rates
- # of individual companies represented in the email list
- References from previous advertisers to request feedback
- Discount off the rack rate
You might want to ask about is whether the organization would do the email blast for free in exchange for a percentage of the sale if you sell the domain name. If you sell a $50,000 domain name, they could make $5,000 with a 10% commission vs. $3,000 for the email blast cost. Of course, it costs you more in the end if you sell the name, but you don’t have to pay the money up front. You can also factor the commission into your asking price.
One other thing you might want to do is ask the trade group if they will write the email to its members so it has more authority than if you were to write the pitch yourself. Having a trade organization’s CEO telling its members that your domain name is a great deal will be more authoritative than your doing it yourself.