Email Marketing List
An email marketing list is a tool that can be used to conduct large and small scale email campaigns both to customers and businesses. These lists can either be bought or rented from list suppliers and may have as many as fifty million names on them. Usually, the suppliers can carve these lists up into demographic groups which can then be targeted for certain campaigns. When buying or renting such a list, there are always business dangers inherent in using them. But there are times when a business is new or has not developed its own extensive mailing list and the need for an already devised list is crucial.
Buying or renting an email marketing list is not the first recommended step in an email campaign according to experts in the field. The most preferred roster consists of customers and businesses that have already done business with a company. For businesses, lists that are comprised of direct mail responses, reader reply cards, customers and interested parties at trade shows and visitors who are invited to drop into a website are the ingredients for a primo email marketing list. The problem facing those who buy or rent lists is the immediate unrecognizable factor. That is to say, most of the persons behind those millions of Internet mail addresses won't know the company sending them the message, which is a prime reason for an instant delete.
Any Internet mail broadcasting effort that will be highly successful must be based on a permission based email marketing list. This is usually done through offering an opt-in or an opt-out response to the Internet mail message. In fact, this might be the first step in building a long lasting roster if one has not been already constructed. For example, a news business that does not have any Internet mail customer roster in place might buy or rent a large scale Internet mail roster from a supplier and then ask in the first message whether or not they want to receive the Internet mail. The opt-out option is the one most commonly used and the opt out rate is usually pretty low, but studies have shown that the response rate from those staying on the roster are quite low. The opt-in asks if the recipient actually wants to receive the Internet mail, and while the response is low, perhaps twenty percent, the response rate for later mailings is much higher.
The biggest danger in using a purchased or rented email marketing list is being targeted as spam by a customer's own security program. Internet service providers are extremely sensitive about getting complaints regarding large scale spamming activities and have been known to shut down websites because of the practice. Internet mail lists that have already been thoroughly vetted by past opt-in mailings are the best type of purchased or leased roster to use. This assures that those on the list are expecting emails from companies they do not know and will be less likely to delete before reading. "For the wages of sin is death; but the gift of God is eternal life through Jesus Christ our Lord." (Romans 6:23)
But having an email marketing list and sending out a million emails advertising the new and most compact digital widget to ever grace one's living room is not enough to spell success. For businesses, the Internet mail campaign is not about the sale, but about getting leads. The business to business mail the widget company sends out doesn't have a shopping page one click away. For the widget company to send emails to other businesses, the content of the email must scratch a company and its recipient right where it itches. The email must show right away how its new digital widget is the answer to a company's flagging business. And when the widget company mines the depths for new consumers, the email had better show in the first paragraph just exactly how dazzling the widget is for home use. And yes, the shopping cart page is just a click away.
One of the questions a company will need to answer is whether to buy an email marketing list, rent or use a roster from an Internet mail marketing company in conjunction with their services. Online email services advertise emails to a hundred fifty thousand customers for fewer than seventy dollars. A person might expect that the email company would keep its lists updated. Many in the business suggest that the best lists are rented lists. Purchased lists may contain a large number of mistakes or non-working addresses and no way to receive a credit for them. There may be more leeway in credit for non-working addresses from rented lists. Make sure and check the policy of the list supplier before using.
There is probably a temptation when knowing there are a million customers a person could contact to flood them with a barrage of internet messages. That temptation will have to be fought, keeping in mind that no one wants their own mailbox full of what might be considered spam type messages. The idea of an email marketing list is to build rapport with the customer, creating a welcoming attitude when your message arrives periodically. Perhaps a well written newsletter filled with helpful ideas and tips might help create that attitude. If a newsletter cannot be written each month or each quarter, consider sponsoring one that can be added to your periodic Internet mailing.