When You Rent a Email List, Know Your ROI Before You Do It
There are so many companies online these days that rent out email lists. They promise a wide range of products, such as newsletters, product discounts, sales promotion, etc. All of these are great, however sometimes, all of these things can add up to one huge bill. Renting out an email list might just be the solution for you. When you rent an email list, you basically take ownership of the emails you choose and have all the rights to utilize it as frequently as you would like.
Email lists generally come with a limited capacity. You either end up with hundreds of subscribers, or a few thousand (if you're a small company), and there are no guarantees when it comes to how reliable your subscribers are. This is why you will need to factor in a subscription fee for your business, along with the costs associated with delivery and open rates.
Many businesses make the mistake of thinking they can rent their way to large amounts of addresses through free resources on the web. It is true that you can sign up with a variety of free services to get a list of subscribers, but what happens when the client decides to unsubscribe? Will there be a problem with that, or a problem with the list you've built? These are some of the questions you should ask yourself before deciding to rent out any of your email lists. It's better to rent from a provider who has an established reputation in the industry, as this will give you some peace of mind.
A good provider will always keep an appropriate level of charge for the amount of emails that are delivered. If the broker offers a set price for renting a set number of subscribers, without being particular about how you contact them, then you could be at risk of falling into the hands of an unscrupulous individual or company. In order to protect yourself from falling into this trap, you must know exactly how much you will be charged for every thousand messages that go out using your marketing campaign. This will make it simpler for you to calculate whether or not a particular broker is right for you.
Along with this information you should also know about how to measure your reach with a broker. When talking to potential renters, ask them about the type of subscribers they received from the business. How many were visitors to the site, how many were leads, and how many signed up after sending a message? A good measure of reach is how many people actually signed up with the service after sending an email to the provider. You should also ask the broker about the amount of time it took to deliver each message to its destination. If a broker advertises 'deliverability' in his emails, then you should be aware that he will usually be delivering to the recipients immediately.
In addition, you should be able to measure your return on investment by comparing how much traffic the service receives. If a service gets a lot of traffic but has poor delivery times, this will have a negative effect. On the other hand, if the firm rents email lists only to sell them, this may be the right way to go. These services are known to churn out a massive amount of mail per day, resulting in a number of spam complaints to anti-spam software. For this reason, a rental service that only rents to direct advertisers is unlikely to receive a large volume of complaints. This means that buying email lists may be a more effective option for you.
As well as measuring the effectiveness of your marketing practice, a rental service will be interested in your ROI. The right way to rent email lists is to carefully select lists that will deliver results. For example, it might be better to rent a list that was created for a particular demographic group than one that targets teenagers from across the world. Knowing your ROI is important as it allows you to allocate your resources effectively.
It is also necessary to consider how you will distribute your rented emails once you rent the service. If you intend to market directly to recipients on the Internet, then you should expect to pay more. However, if you target recipients through email creative, you may be able to reduce costs and increase the effectiveness of your marketing efforts.