Email List RentalWe have all heard
hype about fantastic response rates from email marketing – and they do exist – but how do you get them. Low response rates are a result of cheap, poorly maintained lists being offered from unscrupulous sources. A good list does not automatically mean a great response rate – you have to be aware of other factors such as offer, timing, price etc, - but it goes along way to achieving those high response rates we have all heard about.
Here are some typical questions that I am asked about email address lists, which I have attempted to answer in order to shed some light on subject.
How is an email list compiled?
In same way that good direct mail data is compiled, b2b email addresses are collected through process of telemarketing, subscription and surveys. Consumer email addresses tend to be collected as a result of visits to specific interest or hobby websites, where lifestyle information is collated on registration.
Who supplies emails?
Email addresses can be rented through specialist email solutions providers, traditional list brokers, or directly from owners or managers. The list owners are normally organisations which compiled and now maintain list from which your selection will be taken. Many list owners deal directly with end user, although vast majority will appoint an exclusive agent known as a List Manager. Most List Managers will have several list owners in their portfolio, often with complementary lists.
A word of caution - email list owners and managers rarely if ever will recommend a list outside of their portfolios. Email list brokers however are different. They are users’ representative from whom an end user can expect advice on good email list selections, applications, etc. Recognised brokers have a commission-sharing agreement that enables each of them to access any lists managed by any of List Owners/List Managers.
Some brokers are stronger on consumer email and others business lists. Some also have international dealings. Choose your broker carefully.
Before attempting to rent an email list, be sure you understand various selections which may be offered to you. The price you pay depends on combination of selections you order.
List brokers will want end users to issue a brief. The broker’s interpretation of your requirements will be a reflection of brief. The more comprehensive brief, more accurate and detailed will be list proposal.
Copying and pasting following URL into your browser will enable you to view an email list broker brief:
http://www.ukmarketingmanagement.com/Downloads/Email-List-Broker-brief.pdf
A responsible email list broker will take your brief and respond in form of a List Proposal. This will include essential information about email list. A typical template can be viewed by visiting:
http://www.ukmarketingmanagement.com/Downloads/List-proposal-template.pdf
What is quality of email addresses?
Assuming that email broker has all relevant information they should be able to get a good match to your requirements. No list whether email or traditional mailing lists are 100% accurate, but if you put in preparation work this will eliminate wasted communications to disinterested people. Responsible email brokers will use reliable sources who maintain their email addresses to highest standard. Many will put in writing procedure they use to ascertain email address, and also vouch for authenticity of claimed Opt-in status. I will get list owners to sign an affidavit to back up their verbal claims. If nothing else, it is a measure of confidence with which list owners view their own data. To view an example of an affidavit by visiting following URL:
