Thinking of Buying an Email List?

Download Marketing 101

Download Marketing 101: What You Need to Know About List Buying and Building

Almost everything you read by B2B marketing experts on buying an email list reaches the same conclusion: “Don’t do it.” The reasons range from compliance with anti-SPAM laws (such as CAN-SPAM and CASL) to results (most purchased lists simply don’t perform that well).

Is building a list organically ALWAYS a better option?

For the most part, yes. However, in spite of the very obvious downfalls, many companies I work with are still buying email lists. The most common reasons I hear for purchasing lists?

  • We’re entering a new market and don’t have the time to build a good internal list.
  • We don’t have the resources (or know how) to build a list ourselves.

Fair enough. Both are really valid reasons. And if you’re facing them, what should you do?

5 considerations if you’re thinking of buying an email list:

  1. If you absolutely have to buy an email list or marketing list, use a reputable list broker and a delivery platform that allows purchased lists (they do exist).
  2. Recognize that a purchased list is not a panacea. You are buying the same names as your competitors and you have no relationship with them. So even if you have purchased a list, you should view it as a stop gap measure.
  3. Always be building. Have an always-on plan to build your marketing list. If you don’t have the resources to do it, the hard truth is you might not be ready to go to market at all.
  4. Rely on third parties. Many industry publications and associations have an option for “sponsored sending” that will allow you to send emails to their database. You won’t own the names or in most cases even see them, but you get the added credibility sending through these groups provides. Of course, if you’re going to do a sponsored send, you want the strongest possible offer and a landing page to help capture the prospect’s information.
  5. Consider LinkedIn InMail. Build your audience from all the attributes available on LinkedIn including geography, job title, even company name. Sponsored InMail also has the advantage of higher delivery rates than standard email as it’s delivered to the target when they are on LinkedIn.

Want to know which email providers will allow purchased lists? What you should look for in a list broker? Download Marketing Lists 101: What You Need to Know About List Buying and Building from our Marketing Resources page and give us a call for additional help building an effective marketing list.

Written by: Barbara Pfeiffer, The Partner Marketing Group

 

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Posts
15 Aug 2017

Demystifying Social Selling: What it is and how to get started

I’ve been reading about social selling for a couple of years now and see many of my technology clients struggle to implement a successful social selling strategy. When we talk about it, there seems to be a lot of confusion behind what it is, how to do it and what it takes to be successful.

Latest Posts
20 Jul 2017

A Step-by-Step Guide to Customer Journey Mapping

It may sound daunting to pull together, but a customer journey map comes with a powerful impact on your business. The idea is centered on optimizing every touch point a client or prospect has with your company. I recently had the good fortune to participate in a mystery shopping experience where I could examine the

Latest Posts
13 Jul 2017

Survey Reveals What Tech Marketers Want from Employers

Spiceworks recently posted the 2017 Career Outlook for Tech Marketers with findings from their survey of 350+ marketers in the technology industry. Of course I was interested since 1) I am a tech marketer myself and 2) all of our clients are tasked with hiring technology marketers. So, what did the survey reveal tech marketers want

Latest Posts
06 Jul 2017

What’s Fueling Lead Generation Right Now?

“If lead generation is the engine that drives your business, then content marketing is the premium grade gasoline you use to fill that engine.” Credit to Sam Oh for that awesome quote in his article on Entrepreneur.com, 6 Super Simple Content Marketing Hacks to Double Your Lead Generation.
It’s no secret that, in the world

Latest Posts
23 Jun 2017

How to Use a ‘Pain Chain’ to Add Customer Value

A ‘Pain Chain’ is a powerful visual map first introduced by Keith M. Eades in his book, The New Solution Selling: The Revolutionary Process That is Changing the Way People Sell. Software and technology providers can use the Pain Chain to help determine the source of pain for customers and discuss, with the right people,