One thing that is always at the top of any email marketer’s mind: how do you grow your audience? Whether you’re just starting out or a longtime pro, reaching out to new people presents a challenge for everyone. In the email marketing business, one way to get around that challenge is to buy or lease email lists. A number of companies have lists of contacts that they group by demographics, interests, and other segmentations; these lists are available for lease generally, or for sale for some agencies, making the contacts available to select clients to reach out to. Site Impact has long maintained some of the best email lists for lease in the industry, and there are some things you should know before you choose someone to lease a list from.
There are good email lists and low quality email lists, and it’s important to know how to determine what you’re being offered. A bad email list is going to damage your brand--and it can at the very least work against your efforts in attracting new prospects to your business. By taking a few steps, you can ensure that the lists you’re being offered are the real deal:
● Check if they’re blacklisted
○ A quality company will not balk at providing the information to you; you can also have them send you an email, and use a tool, such as SpamCop, to see if the IP address has been blacklisted by any email platforms.
● Check how often they switch IP addresses
○ Every business is going to have complaints against their IP address, and it is worthwhile to check and see how many your prospective agency has against its name.
○ In addition to complaints, there are tools that will allow you to check into how often the IP address has changed; a company that has to change IP addresses frequently is not getting their information from great sources and isn’t maintaining their lists well.
● Ask to verify how the list information was collected
○ Any quality company that sells or leases email lists will be happy to provide you with information on how they collect their data. Site Impact uses high standards in opt-in procedure and other data collection methods to ensure that we have up-to-date, clean lists for all of our clients.
With growing privacy and data collection concerns, there are many who are surprised to find out that email list rental is legal; it is, and there are a number of regulations governing how it can be done. GDPR and other international and US state regulations apply to how agencies can collect data, store it, and share it--and a quality email list owner is going to make sure that they are in compliance with all of the relevant laws. Ask whoever owns the list(s) you’re interested in renting about how they work to stay in compliance; as with the list-building guidelines above, a good company will be transparent and confident in answering your questions.
There is not a brand on the planet that has a universal target audience--at the very least, there is not a campaign on the planet that has a universal target audience. Before you lease an email list, it’s important to know who your target audience is, whether it’s an age demographic or something more specific; interest-based demographics are huge for a lot of marketing efforts, for example. You can also get lists based on geographic location, marital status, income, and more--and these are all selects that can have different impacts not just on your success, but on how you should strategize. By knowing what you need, you can make sure you buy exactly what will work best for your marketing efforts.
If you’re looking to branch out and find a new audience for your products or services, leasing an email list from a quality provider is an excellent step. A good quality list owner will be willing to give you full details on their compliance with regulations, their methods for data collection, and what you can expect in terms of performance. By knowing what it is you need before you jump in, you can make sure to get the exact list(s) that fit your marketing needs. Contact Site Impact to learn more about our lists for lease.