How to Kill Your Email List
"Tough economic times increase the pressure on marketers to hit their goals for open rate, click-throughs, conversions, and new email subscriber acquisition," says DJ Francis at the Online Marketer Blog. "Some marketers believe renting email lists is a way to reach these goals." But, as the title of his post spells out, he believes this strategy is the best way to kill your email list in 2009.
Here are the problems, according to Francis:
- It's unlikely that content will be relevant to a subscriber who signed up for something else.
- This diminished relevance leads to diminished trust, both in the company that sold the subscriber's information and the company who delivered what she considers spam. "List rental is the toxic waste of online customer relations," he says. "It poisons everything it touches."
Despite these dangers, Francis cites a survey that found 29 percent of B2B marketers plan to increase the use of third-party list rentals in the coming year. He vigorously recommends against joining this trend.
The Po!nt: Build it yourself. "You can't afford to kill your email list during this economic downturn," says Francis. "But building your own list, building trust, and staying relevant can avert this disaster."
Source: Online Marketer Blog. Read the full post here.
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Comments
I know this is a very old article, but I have a question on email list rentals. I understand the dangers in renting a 3rd party list as the opt-ins might have subscribed to something other than the email that I will be sending to them.
If you are entering a new market and are looking at strategies to access that market, wouldn't a 3rd party list rental be an option to reach these customers? It's highly likely (as is the case with my company) that you will not have the depth or breadth of contacts in this new market to truly drive marketing activities and sales. Therefore, would you not want to rent a list in this situation to have a chance to access these customers or at least generate interest to join your internal own list or internal database?