In E-Mail Lists, You Get What You Pay For
Judging by the sheer number of pitches everyone gets daily from unknown companies shilling shady e-mail lists, it’s safe to say enough marketers are buying these lists to make the fly-by-night firms profitable.
Marketers who buy bad e-mail files risk getting their messages blocked at the ISP level and jeopardize their ability to reach folks who actually asked to get their messages.
HERE’S WHAT EVERY MARKETER SHOULD KNOW ABOUT E-MAIL LISTS:
- No reputable firm sells e-mail lists for perpetual use
Reputable list owners who put their subscribers up for rent will send offers to them on the renter’s behalf on a one-time basis. Do not ever buy e-mail lists for perpetual use.
- Good e-mail lists are not cheap
Legitimately sourced consumer e-mail lists average around $80 per thousand names. Don’t buy e-mail data based on price alone. If vendor A is significantly undercutting vendor B, it’s a safe bet vendor A is taking unacceptable shortcuts — for which the marketer who buys the files will pay deeply.
- Bad e-mail lists affect deliverability
E-mail lists from bad vendors will contain non-existent addresses and spam traps. Also, the legitimate addresses on the file will be held by people who haven’t opted into the marketer’s program, making them more likely to lodge spam complaints. The marketer who hits too many bad addresses and spam traps, or prompts too many spam complaints from recipients, will have deliverability issues.
- Reputable data vendors stand behind their products
Before doing business with a data vendor, check its Web site. Will it be easy to track down the company and its principals if something goes wrong? A Web site offering no specific information on any company executives is a sure warning sign that the vendor should probably be avoided. A firm that operates out of a P.O. box is another.
- Legitimate data vendors participate in trade shows
If they’re reputable they’ll want to meet potential customers at industry events. Also, consider whether a vendor appears in the trade press.
— KEN MAGILL
Got an e-mail tip to share? Contact Ken Magill at [email protected]
