How to Avoid Ticking Off Your Internet Host (& the Law)

In this series on list-buying, we’ve covered mailing list basics, who to buy a list from, questions to ask before buying a mailing list, and why you need to approach email list services with caution. For the final episode, we’re talking about how to get good quality email lists.

Like most things, the surest way to avoid trouble is abstinence. But aside from that, the first thing you need to know is what kind of list you need:

• Just a straight rental of email addresses fitting a certain set of qualifications, similar to mailing lists, or
• An appended email list. This is when you give an appending firm your customers’ mailing addresses and ask them to find you their emails.

And then you know what to look for. Legitimate e-mail rental firms…

Provide only real addresses obtained through confirmed opt-in (COI). Not opt-in or double opt-in (which they often distort the meaning of) but COI. And they can provide documentation on how they obtained permission to contact those people on behalf of other advertisers. (Get a copy and keep it for your files.)

Protect their lists by never actually giving you the list. Unlike postal lists, legit firms will ask for your copy and insist on sending it out for you. But this is a good thing—if the list is bad, they’re the ones dealing with the ISP issues. Plus, it boosts the credibility of your message when the company the person opted-in with says, “Here’s something we think you might like.”

Cite reasonable response rates, which are much lower for rented email lists than USPS mail lists. The average success rate is 0.25%. If you get 1%, it’s time to break out the champagne.  Remember, people change email addresses much more frequently than they move and tend to have multiple email address they rarely check.

Quote prices near current averages. Email lists are much more expensive than mailing lists. Worlddata says the average cost per thousand (CPM) for a permission-based consumer email list is about $125, while permission-based business-to-business email lists run about $285 CPM.  Obviously, prices will vary. But it’s safe to say a legit firm will not sell you a CD of 1 million emails for $99.

For appended email lists, look at pricing and promised match rates:

• Industry veterans say a match rate—or percentage of postal addresses they’re able to find e-mail addresses for—will rarely be above 35%. So be wary of those who promise higher.
• Also, prices for appending are quoted by the match, which can range from 15 cents to 50 cents each. If they’re quoting 2 cents a match, something is definitely up.

Where to Go

When buying email lists, a reputable broker is probably the best way to go. One rental company used by some top marketers use is Venture Direct Worldwide. For email appenders, Direct magazine recently cited FreshAddress, Walter Karl, and TowerData as firms with a good sources.

Of course, there are frequent debates about whether even legitimate email list rental and appending is actually a violation of privacy, CAN-SPAM, marketing best practices, etc. But at the moment, that decision is still yours to make.

If You Liked This, You May Like:

• Taking the Mystery Out of List Buying – Part 4
• 5 Marketing Lessons from Online Dating
• When Did Free Become Something Other Than $0.00?
• One List is Not Enough Anymore
• How to Get Customers to Spend More…Courtesy of Ladies Home Journal

Email Lists–Proceed With Caution

So now we’ve covered mailing list basics, who to buy a list from, and questions to ask before buying a mailing list…and it’s time to move on to email lists.

While you should be cautious when buying any type of mailing list, your inner Nancy Drew or Hardy boy needs to go into overdrive when it comes to email addresses because there are a lot more hazards to navigate.

If you mail to a bunch of outdated home addresses or people who aren’t interested, the cost of all that wasted printing and postage is pretty much the only price you’ll pay. (Unless you’re mailing something illegal or fraudulent, of course. But I’m assuming none of you fall into that category.)

But it’s a whole different ball game with emails. That’s because:

1. Sending emails to a bunch of bad addresses will sound the alarms at your internet service provider (ISP)—who will usually blacklist your IP address and terminate your service. Once you’re blacklisted, most ISPs will block all your emails to customers, prospects, even your mom.
2. People are WAY touchier about unwanted emails. And many email programs make it super easy to report your unwanted email as spam. Studies show some people think it’s just easier (and safer, if your email appears shady) to report you as a spammer than to unsubscribe. If too many to do… then see #1 above.
3. Scammers abound in the email list industry. Search online, you’ll find unbelievable stories of fraudulent email list companies selling lists they don’t actually have. And of course, they nearly always claim to have opt-in or even double opt-in email addresses that aren’t—causing you to run afoul of the CAN-SPAM law.

And now, finally, we’ll wrap up the list buying series next time by talking about how you can go about buying legit email lists.

If You Liked This, You May Like:

• Taking the Mystery Out of List Buying – Part 5
• 5 Marketing Lessons from Online Dating
• When Did Free Become Something Other Than $0.00?
• One List is Not Enough Anymore
• How to Get Customers to Spend More…Courtesy of Ladies Home Journal