Know-How Exchange : E-Marketing

My $0.02: Never buy a list.

You're going to have deliverability problems. You're going to have response problems.

Think about how many times that list has been sold -- over, and over, and over...

But, having said that, if your client does it, we'd love to hear how it works.

Hi Wendy,

I was about to type my standard "don't buy an email list" rant...then I saw you'd asked a similar question before.

Same advice still applies. Build it through newsletters, free content, articles, etc. etc.

Here's the link to your old question (for your reference):

https://www.marketingprofs.com/ea/qst_question.asp?qstID=29724

Check particularly the answers from me and from Gary Bloomer.

Jodi

Any list you purchase, where they actually give you possession of the list is basically a SPAM list. Unless you have your own servers you won't get anyone to send them out for you until they have been proven to have opted in.

Email marketing should be coordinated with a list broker that coordinates a deal with an opt-in email list owner. They do the sending of your offer. Mailing costs vary depending on the lists, selections and any overlays. There is a public service site that has detailed info on lists. www.ListsForMarketing.com

I agree with these guys that it is important to create your own list through free content, newsletters, etc. But you may also want to consider a swap. See if there is someone willing to do an insert link in their newsletter for you if you return the favor.

Dear wendy,

Any list you buy needs to fit your needs to the letter. This means it's got to be pre-screened for highly qualified buyers, it means it can't be just any old list, and it means the people on it need to have some interest or connection with you or your client, or with whatever it is that's being offered. If there's no connection—no relationship with anyone on that list, your response rates will be ropey at best, or they'll be downright awful.

The best way to create a list is to offer something that people want and get them to willingly sign up for it. As Jodi mentioned above, re-read the answers from your previous question because although your question above is slightly different, the answer remains the same.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

don't buy lists, EVER! Response rates on rented lists suck. The cost is not worth the negativer response. Its simply a waste of your time, money, and effort. But don't take my word for it, buy a small list and test. You'll find out soon enough.