When Does Email List Rental Make Sense?
While purchasing a list of email addresses to incorporate into your house database is generally a bad idea for several reasons, ranging from the fact recipients never wanted to hear from you in the first place to the likelihood you’ll get spammed and your deliverability rate will suffer, renting an email list can be a valuable experience, depending on how it’s handled.
What’s email list rental anyway?
You’re renting an email list when you provide the content of your email to the renter. The renter then sends the email to their list on your behalf without you ever seeing the email addresses.
Just like purchasing an email list, it’s quick and easy. But there are a few things you need to look out for.
Are the email addresses on the third party list opt-ins?
Make sure the email list renter has previously asked their customers for permission to receive communications from third parties. Don’t be afraid to ask the renter where specifically on their website signup occurs. If you see the list has been collected openly and honestly, you’re on the right path.
Who shows as the sender of the emails?
Email list renters send from their own email address but oftentimes make your company the sender name that recipients see in their inbox. When you receive an email from a sender you don’t know, what do you do? Delete it without reading or spam it, right? The email sender should always be the company that owns the list, in this case the renter. This ensures higher open rates and better deliverability.
Does the renter offer list segmentation?
It may sound like a good deal when the renter offers to send your email to its entire list. After all, it’s their loss, right? Wrong, it’s yours too. Over time, by not segmenting their list to match only the segment interested in the content of the email, the renter is guilty of sending irrelevant messages. By the time you give their list a try, the recipients are likely to be tired of getting irrelevant messages. They’ve long since tuned out.
On the other hand, list renters that offer segmentation show they care about delivering messages their customers care about. And that will have a positive impact on your email’s performance.
Will your email’s performance be tracked?
While you can, and should, track on your end how many times your email is opened and how many clickthroughs and conversions you got, ask the email list renter if they also provide these statistics. Responsible renters will be able to provide stats, and it may ultimately save you some time when it comes to compiling the results.
Do recipients really want to hear about your products?
List segmentation, mentioned above, helps ensure you’re reaching the right audience, but it’s also good to think about why recipients are on the list in the first place. If the list owner sells bicycles and you think your wraparound sunglasses would be of interest to the same audience, you may be right…but would that audience really expect to receive your email from the list owner? Perhaps not.
On the other hand, if the list owner is a trade publication or vertical industry portal, whose mission is to keep their audience informed of new products within the markets they cover, you’ll fare much better. Recipients expect to hear about your products from the list owner.
Why not give it a try?
XPRT, via its marketplaces for the environmental and agricultural industries, offers responsible email list rentals that meet all of the above standards. And until October 31, 2014, we’re offering our email blasts for up to 50% off.