Newsletter Lead Gen Vendor Checklist and RFP Template: 28 Questions to Ask

Ask any newsletter or co-registration vendor what a lead is before you discuss price, because a click is not a lead. In the 30 days to 3 Nov 2026, 8.0% of Dupple offer-card views produced a click, and Dupple publishes no click-to-lead rate. This page gives 28 questions in seven groups, a request for proposal (RFP) template you can paste, and a column showing what Dupple answers today.

Quick answer

• Ask for the lead definition in writing first. A click, a form fill and a checked contact are three different things, and each one carries a different price.
• Use the 28 questions in the seven tables below. Each table has a column with what Dupple can answer today, sourced from its public page or its own data.
• Dupple answers 14 of the 28 questions in full, 4 in part, and marks 10 "Ask us: not published".
• Dupple sells Lead Generation on cost per click (CPC) or cost per lead (CPL), and its Lead Generation page lists no CPC or CPL price.
• Consent, retention and credit terms need written answers from the vendor, and your own counsel should review them.

What counts as a lead?

A co-registration placement is one where a consumer opts in to an offer while signing up for something else. ActiveProspect's glossary says consumers must explicitly opt in to that placement (co-registration glossary, read 3 Nov 2026). Dupple describes its own product as co-registration inside its post-signup flow: the reader signs up, answers a short quiz with fixed options for role, job level, industry and company size, and may then see the offer on the offer wall, in the welcome email or in follow-up emails.

The reader's step is looking at an offer, which is not a request for a sales call. The offer is not an MQL (marketing qualified lead, a lead a marketer has scored as ready for sales) on its own, and it is not intent data. For how the lead is defined in that flow, read what counts as a lead in post-signup co-registration.

Table 1: lead definition questions. Source: Dupple lead generation page, read 3 Nov 2026.

Audience and targeting: which filters can you set?

Targeting decides who sees the offer, so ask for each filter by name. When an offer is set to targeted readers only, only readers who match the rules see it. Dupple's public page lists 14 role options, 8 job levels, 10 industries and 6 company sizes, and country can be set in strict mode, which never shows the offer outside the countries you choose.

The filters matter because the audience is mixed. Decision-makers (founders, C-suite, and directors or VPs) are 28.6% of the 130,965 new subscribers who answered Dupple's quiz between 5 Aug and 3 Nov 2026. 7.2% of all respondents (9,381) are decision-makers at companies with 51 or more employees. The audience data page has the full breakdown by industry, role and size.

Table 2: audience and targeting. Option counts: Dupple lead generation page, read 3 Nov 2026. Decision-maker share: Dupple Offer Network data, quiz answers 5 Aug to 3 Nov 2026, n = 130,965.

Checks: are the leads real business contacts?

A business-email check asks whether an address sits on a company domain rather than a consumer mailbox. Dupple's quiz data gives only an upper bound. The email data covers 130,964 people, one fewer than the 130,965 in the quiz base. Over the 90 days to 3 Nov 2026, 16,522 of them (12.6%) used an email domain outside a list of about 50 consumer mailbox providers. That count is exact, but reading it as business addresses gives an upper bound, because any other domain counts.

Only 1,864 of the 9,381 decision-makers at 51+ companies had a non-consumer domain in that window: 614 in Technology and 211 in Finance & Banking. Those are supply figures for a segment. They are not a volume commitment, and they do not show how many of those people would click.

Table 3: checks. Checks: Dupple lead generation page, read 3 Nov 2026. Email shares: Dupple Offer Network data, 90 days to 3 Nov 2026, n = 130,964, an upper bound for business addresses. Q13 segment counts and shares: the audience data page, quiz answers 5 Aug to 3 Nov 2026.

Reporting and attribution: what do you see after the click?

A click is the first thing you can measure. In the 30 days to 3 Nov 2026, Dupple recorded 22,388 clicks on 279,365 offer-card views, which is 8.0%. Of those clicks, 15,715 came from the post-signup wall and other surfaces, 5,581 from emails and 1,092 from partner sites.

The click rate changes with the audience. Technology respondents clicked at 7.0% and Finance & Banking respondents at 7.4%. Outside the US, the rates were 9.1% for Technology and 9.5% for Finance & Banking, against 5.0% and 5.6% inside the US, for the same 30 days. A US-only pilot should plan on the lower rate. Ask any vendor what its rate divides by. The Data & Marketing Association (DMA), a UK industry body, reports a 2.3% unique email click rate for 2024 from seven UK email service providers, lower than these rates, but per email rather than per card view; we found no independent benchmark for offer cards. For the two models a buyer usually compares, see co-registration vs content syndication.

Table 4: reporting and attribution. Rows 15 to 17: Dupple lead generation page, read 3 Nov 2026. Row 18: Dupple Offer Network data, offer-card views and clicks, 4 Oct to 3 Nov 2026 (30 days), n = 279,365 views.

Volume and pacing: what can a vendor commit to?

A supply figure is not a volume promise. Dupple publishes no volume commitment, no daily cap and no campaign start time, so ask for each in writing. Applications to run a campaign are reviewed weekly.

Plan a pilot with arithmetic you can check. Example input, not a Dupple price: a pilot plans 10,000 offer-card views at Technology's 7.0% click rate (30 days to 3 Nov 2026). That gives 700 clicks (10,000 × 7.0%). If your landing page turns 5% of clicks into a demo (example input, not a Dupple price), the pilot yields 35 demos (700 × 5%). Replace both example inputs with your own, and round down to whole people.

Table 5: volume and pacing. Row 20: Dupple lead generation page (FAQ), read 3 Nov 2026. Rows 19, 21 and 22 have no published answer on that page as of 3 Nov 2026.

Compliance and consent: what must be in writing?

Consent is where a sales answer is not enough. ActiveProspect's glossary says co-registration consumers must explicitly opt in to the placement (read 3 Nov 2026). Dupple's public page does not describe a consent mechanism or the wording a reader sees, so consent, retention and the applicable privacy law are marked ask us. Get the wording, the retention period and the data controller in writing, and have your own counsel review them before you send any personal data.

Readers are not all in one market. The United States is 51.3% of respondents with a known country, and 77.1% of all respondents have a known country, for the quiz window of 5 Aug to 3 Nov 2026.

Table 6: compliance and consent. Dupple's lead generation page publishes no answer to these rows, read 3 Nov 2026. Country shares: Dupple Offer Network data, quiz answers 5 Aug to 3 Nov 2026, n = 130,965 (77.1% with a known country; US 51.3% of those).

Contract and pricing: what is billed and what is promised?

Dupple's Lead Generation page lists no CPC or CPL price. Applicants send their offer, terms and CPC or CPL, and Dupple reviews applications weekly. Newsletter ad rates are in the media kit. Ask for the rate in writing and compare like with like, because other vendors publish more, or less.

Paved's help article, dated 9 April 2026, says "There is no fee, subscription, or minimum monthly spend to advertise with Paved." Its ad network lets the advertiser set a daily spending limit, "starting at 50 dollars per day", and runs on a CPC that the advertiser sets, "typically averaging $1.10 to $6 per click" (Paved pricing and payments, read 3 Nov 2026). beehiiv's advertiser page says "Campaigns start at $15k" (beehiiv advertise, read 3 Nov 2026). A minimum that a vendor states in public is easy to check, so a vendor that states none should confirm it in writing.

Table 7: contract and pricing. Row 26: Dupple lead generation page, pricing FAQ, read 3 Nov 2026. Third-party minimums: the vendor pages cited in this section, read 3 Nov 2026.

Your RFP template

Paste the block below into an email, replace each [bracketed] field, and send it to every shortlisted vendor. Its numbered questions match the 28 questions in the tables above, so each answer can be checked against the same row.

Subject: RFP, newsletter lead generation for [Company name]

Dear [Vendor contact name],

We plan a pilot of [number] weeks with a budget of [amount or range, in currency], billed per [click or lead]. Please answer each numbered question in writing.

About the offer
- Offer name and landing page: [name, URL]
- Offer type: [trial, tool, ebook, demo, other]
- Audience we want: [roles, job levels, industries, company sizes, countries]
- Country filter, strict or not: [list]

Lead definition
1. What counts as a lead: a click, a form fill or a checked contact? [answer]
2. Is each lead a named person, and which fields come with it? [list of fields]
3. What happens to a lead that fails your checks? [answer]
4. How do leads reach our team: shared sheet, webhook or other? [answer]

Audience and targeting
5. Role options and how we filter on them: [answer]
6. Job level options: [answer]
7. Industry options: [answer]
8. Company size options: [answer]
9. Country filter and strict mode: [answer]
10. Can we exclude the email domains of our customers, competitors and open pipeline? [answer]

Checks
11. Business-email check on each lead: [yes or no, and how it works]
12. Company-size check on each lead: [yes or no, and how it works]
13. Count of people matching our filters over the last [number] days: [answer]
14. Do you remove duplicate leads, and against which list? [answer]

Reporting and attribution
15. Clicks by placement, and how often the report updates: [answer]
16. Are clicks tagged so our analytics show the source? [answer]
17. Do you report lead results, not only clicks? [answer]
18. Click rate for our segment, with the window and the sample size: [answer]

Volume and pacing
19. Committed volume per [week or month], in writing: [answer]
20. Time to answer an application: [answer]
21. Daily cap on clicks or spend: [answer]
22. Can we change targeting during the campaign, and on what notice? [answer]

Compliance and consent
23. Consent wording the reader saw, and where it is stored: [answer, attach the text]
24. Retention period for lead data, and where it is held: [answer]
25. Privacy laws you apply, and who is the controller of each lead: [answer]

Contract and pricing
26. Billing basis (CPC, CPL or flat fee) and the rate for our segment: [answer]
27. Minimum spend and commitment period: [answer]
28. Credit or refund terms if leads fail the checks or the campaign underdelivers: [answer]

Please reply within [number] business days.

[Your name]
[Title], [Company]
[Email], [phone]

Red flags

These signs are vendor-neutral. None of them names a company or says that any company does them.

• A price per lead with no written definition of a lead.
• Labels such as "pre-qualified" or "verified" with no check named behind them.
• Consent answered as "our readers agreed" with no wording you can read.
• Volume promised with no audience count or method behind it.
• A minimum spend or credit policy that appears only on a call. Ask for it in writing.
• Reporting that shows delivered volume but not the filters that produced it.

Limits

• The Dupple column reflects Dupple's lead generation page and its Offer Network data as read on 3 Nov 2026. Pages change, so check again before you send the RFP.
• Quiz data covers new subscribers who answered the quiz between 5 Aug and 3 Nov 2026 (n = 130,965). It is not the whole list. When an offer is set to targeted readers only, a reader whose answer is unknown never matches a rule that uses that question.
• Click data covers 4 Oct to 3 Nov 2026 (30 days). A click is not a lead, and Dupple does not publish a click-to-lead rate.
• The 12.6% non-consumer domain share is an upper bound for business addresses, not a count of businesses. We found no independent benchmark for it.
• "Ask us: not published" means Dupple has not published the answer. It does not mean the answer is no.
• Third-party statements are the vendors' own words, read 3 Nov 2026. This page does not test any vendor.
• The questions are vendor-neutral, but they are not a full procurement. Compliance questions need your own counsel.

Data and sources

• Dupple Offer Network: post-signup quiz answers and offer-card views and clicks, read 3 Nov 2026.
• Dupple lead generation page, read 3 Nov 2026.
• Paved pricing and payments help article, dated 9 April 2026, read 3 Nov 2026.
• beehiiv advertise page, read 3 Nov 2026.
• ActiveProspect co-registration glossary, read 3 Nov 2026.
• Dupple media kit, newsletter ad rates, read 3 Nov 2026.
• Dupple audience and lead data, with methods: methods, limits and CSV files for the post-signup quiz and Offer Network datasets, read 3 Nov 2026.
• Data & Marketing Association (DMA), Email Benchmarking Report 2025, public summary of 2024 data from seven UK email service providers, read 3 Nov 2026.

FAQ

About this page

Dupple sells newsletter advertising and post-signup lead generation (pay per click or per lead), and this page was written by the Dupple team from its own Offer Network data and the vendors' public pages.