Question

Topic: E-Marketing

Email List Service

Posted by lstevens on 2/16/2011 at 3:31 PM ET 250 Points
I have a vendor who says that he can create and deliver email messages to customers for the retailers in our organization. He claims that the customers have opted-in for these lists and that he can match up street addresses to the emails so that the marketing message is delivered through two channels.

I know that best practices dictate that you only email those customers who have given you permission to email them, and that double opt-in is even better. The challenge is that I am working with retailers who do not have well-cultivated lists and are looking for a quick fix. It's not cheap in terms of email marketing, running $0.099 per recipient. Our regular email program - with a retailer-cultivated list - runs about $0.03 per recipient.

Should I run or offer it as an alternative for retailers who have not built a list?
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RESPONSES

  • Posted on 2/16/2011 at 3:52 PM Accepted
    My short answer is in this blog post (one word): https://blog.blueskyfactory.com/best-practice/when-is-it-okay-to-buy-an-ema...

    I'd run. In very very VERY rare circumstances have I seen a purchased list actually work. More often then not, it leads to getting blacklisted and/or blocked and negatively impacting your IP/domain reputation.

    Have you considered growing your list organically? I tri-authored (is that they way to say it?) an eBook titled "50 Ways to Grow Your Email Marketing List" last year. It's gated behind a registration wall on my company's site. Happy to share if you'd like. Not sure on etiquette for dropping links in replies here.
  • Posted by lstevens on 2/16/2011 at 4:20 PM Author
    Thanks for the feedback. I am in a B2B service position, but the retailers I work with and for (they would be the clients of this service) are in B2C businesses. This is not a group of technologically-advanced people. I agree that growing a list organically is the best method, and I have been advocating the practice to our retailers for years, but many are struggling to keep their brick and mortar stores alive. Many things online boggle them. I have to keep their challenges in mind as a evaluate programs. My gut too tells me to run, but I wanted to know if anyone ever had a positive experience with a similar service.
  • Posted by michael on 2/16/2011 at 6:22 PM Accepted
    I wouldn't run right away. I'd press the vendor asking for a pay-for-performance rate. Here's a question: I have 15 different emails I use. Which would it go to or would I get 15 of them?

    I understand the delay in getting started because they are more focused on making a sale than gathering information. Still, the best response time might be "well, it's not going to help by waiting to start an organic database today".

    How often does a rush job really work?

    Michael
  • Posted on 2/16/2011 at 8:25 PM Accepted
    You'll do your retailers a real favor by taking the high road and explaining the considerations to them. It will also let them know that (a) you don't endorse questionable practices, and (b) you have their best interest in mind.
  • Posted by Gary Bloomer on 2/17/2011 at 7:26 AM Accepted
    Dear lstevens,

    Don't run ... SPRINT! Leap gazelle-like for the windows. Forget the doors. Ignore the elevators. Break a window
    and jump! Get out as swiftly as possible.

    This guy claims " ... he can match up street addresses to the emails so that the marketing message is delivered through two channels."

    REALLY? Unless he's pulled in both pieces of information from the same person at the same time this is a claim that I doubt is sound.

    Were I in your shoes, I'd want to see solid proof of the success of other people BEFORE putting in my order.
    And if the answer to this is wrapped in a cloak of "client confidentiality", if this guy in essence cannot prove his claim, then it's time to take your money, and your attention, elsewhere.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Princeton, NJ, USA

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