While renting an email list is a great way to increase your company’s marketing reach, a poor-quality list can actually harm your performance and reputation. Follow the tips below to make sure you end up with a quality, profitable e-mail list.
- Avoid Junk Lists: Although it’s possible to rent an email list with hundreds or thousands of contacts for around $100, these so-called “junk lists” are likely to contain untargeted recipients who did not give their permission to receive information from companies. In addition to this practice being illegal, emailing these contacts essentially makes you a spammer.
- Buy Only Opt-in Lists: One of the keys to a top-notch email list is having contacts who have given their permission to receive emails. But, don’t just assume that recipients have opted in because a broker says they did. If a broker can’t demonstrate its permission strategy, you should opt out.
- The More Targeted, The Better: When it comes to email lists, bigger isn’t necessarily better. A large, more general list provides you with more contacts, but a smaller, more targeted list generally offers a higher response rate and therefore a better return on investment (ROI). So even though targeted list might cost more, it’s well worth the money.
- Ask About the List’s Performance: Before you rent an email list, it’s important to inquire about its past performance. Specifically, you should only rent a list with strong performances in three major metrics: open rate, delivery rate, and click-thru rate.
- Buy A Fresh List: With an email “decay” rate (emails that no longer work) of around 2.5% per month, making sure that a list is recent is vital. If it’s several months old, you could end up with a high percentage of addresses that are duds, which will hurt your potential ROI.
- Start Small: When it comes to the success of your marketing campaign, it’s always difficult to predict whether an email list will perform or not, even if it seems great on paper. To avoid investing a large sum of money in an underperforming list, conduct a trial campaign to gauge results. If they are promising, you can invest more in a subsequent campaign.
Does renting an e-mail list sound like it could help your business? If so, compare the cost to buy an e-mail list to the cost to rent an e-mail list. No matter which one you choose for your business, an e-mail marketing campaign could help you greatly improve your profits and advertise to potential customers.