Renting Email Lists: Costs, Deliverability, And Targeting Renting

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If you are a new company trying to build your customer database, you may have considered renting an e-mail list from another company. These lists have been researched and developed by these other companies and they already have them segmented demographically for you. There are many reputable list brokers in the e-mail marketing business that have made it their job to collect the names and e-mail addresses of customers who wish to hear from a company like yours. You are going to want to stay with a list broker that is reputable and trusted in order to have the most success.

Many of these lists are developed from the brokers managing their partner companies databases, giving them more to choose from, customer loyalty, and retention overall. If you express interest in working with one of the e-mail brokers, you then are considered a partner company and have the ability to rent the list and offer up your own clients in the mix. The cost of these lists all depend on how many names and addresses you request.

You should consider the following things when looking into a legitimate e-mail list broker.

  • Call the company you are interested in working with and make sure you talk to a live human. Ask them where they source their lists from, how the lists are compiled, and the methods in which the recipients on the list gave their permission to receive your type of e-mail marketing.
  • If the person on the other end of the phone tells you that they are in the ‘bulk e-mail’ business or collected the list from public sources, say thank you and hang up. These people have harvested the names from spammers.
  • Once you have determined that the company is legitimate, ask them how much their lists cost and for how many addresses. If they tell you they well sell you one million names for $200, walk away.
  • Don’t be afraid to haggle on the price a bit. Comparison shop between a few legitimate companies and then go back to the company you like the most and dicker away. Most of the time they will drop the price to get your business.
  • Ask if the company offers cost per action advertising lists. These means that you will pay only for the recipients who respond to your advertising and no one else. These are a bit more difficult to find, but they are out there.
  • Use a newsletter advertising list instead of a straight opt in list. This gives you a more targeted and responsive audience who wants the information you provide.
  • Request a sample from the broker so that you can make a sample run of your e-mail marketing program and the customers they have suggested. If it works out well, then you can purchase the entire list confident that it will continue to work for you.

E-mail marketing takes time and patience. It’s well worth the effort to identify a legitimate broker and work with the list they provide. You’ll see your business grow and know that you are on the right track.

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