What’s on email marketers’ minds? I received numerous messages from readers interested in growing their in-house email lists. Several esteemed ClickZ colleagues have covered this topic before, but it’s well worth discussing again. Plenty of you are looking for ideas.
There are many ways to acquire names and grow in-house lists. Some are quick and easy. These will probably get you in trouble with the individuals you email, as well as with SpamCop and other blacklists. Other methods take time and patience but yield better results and no complaints.
This is such a rich topic I’ll split it into two columns. Today, we’ll focus on renting third-party lists. Next time, we’ll get a bit more creative and examine tactics for building a list on a non-existent budget -- a predicament many of us find ourselves in these days.
Finding Prospective Vendors
Renting third-party lists is one of the most common ways to acquire customers and/or build in-house email lists. Where do you begin? Doing your homework saves headaches later -- headaches driven by poor results, spam complaints, wasted time and money, and bad PR.
There seem to be a limitless number of companies pitching email lists. Truthfully there are more outfits to avoid than those you’ll want to do business with. Get recommendations from colleagues, and call vendors yourself. Grill them on their list-acquisition practices. What kind of permission do they secure from individuals on their lists? Permission-based marketing isn’t enough. Don’t accept anything less than confirmed opt-in or double opt-in.
What you are looking to establish through this initial contact is individuals on this list truly want and have an interest in receiving messages similar to yours and they granted this specific vendor permission to send them these messages. If the vendor in question works with partner sites to build its lists, ask for a list of the partners. Check out the sites that pertain to your target market. Make sure these partners are required to follow the same permission rules.
In addition to contacting traditional and email-only list brokers, you might want to look at possible alternatives. Consider your target audience and try to determine where they go for information, or perhaps entertainment, in the case of a consumer audience. What do they read? What sites do they visit?
Then, contact these organizations and inquire if they have an email list you can rent. But only do so if individuals have given explicit permission to receive email marketing messages from third parties. Alternately, you might be able to acquire names via ads on relevant Web sites or online publications.
Questioning Prospective Vendors
After whittling down the field of prospective vendors based on this first round of research, take your questioning a step further. See if they can deliver the list and services you need. Below, topics you may want to start with (your own questions may differ, depending on your business):
By no means is the list complete. You’ll certainly have your own agenda in determining what email list vendor to award your business to.
Have an opinion, a question, a story idea? Let me know!
Meet Kendra at ClickZ E-Mail Strategies in New York City on May 19 and 20.
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Nick Usborne speaks, writes, and consults on strategic copy issues for business online. For Web sites, e-mails and newsletters, he crafts messages that drive results. He is the author of the critically acclaimed bookNet Words - Creating High-Impact Online Copy.
March 19, 2014