Monday, March 28, 2011

Self Built Lists

We’ve said it before – having a strong email list is more than half of the battle with email marketing. Even if you have the most captivating and creative content, having a reliable recipient list is what is going to lead to higher open and click-through rates.

The question for all email marketers remains: is it worth buying a purchased list? Purchased lists are a physical copy of email addresses. There is no maximum amount of times that you are allowed to mail to the same list. It seems like this is a smart idea, but after years of research, here are some issues that you may face from working with a purchased list.

1. Exhaustion. The value of a self built list is that people have to subscribe to your newsletter which obviously means they want to read what you’re sending. Using a self-built list will allow you to gain quality and active readers. Sending too much commercial email to a purchased list will lead to people unsubscribing, which is obviously something all email marketers want to avoid.

2. Poor quality. No right-minded company would willingly sell their personal email lists, which take years of patience to build and perfect. The different lists that are available for purchase are probably not as strong as advertised. Usually there is no guarantee that the email addresses are relevant to the associated names, or vice versa.

3. Flagging. Sure, a one-of email sent to a large list of purchased addresses might have its benefits, but the more those users flag you for spam, the more trouble you are going to find yourself in. These addresses have not given you formal permission to mail to them, therefore probably won’t be too happy if they feel they’re overwhelmed with emails from unknown sources.

If your end goal is to have a successful long-term email marketing campaign, you should focus on building your own lists. A strong list won’t come fast or easy, so you will need to refer back to some of our suggestions from the KobeMail blog on how to do so. Patience is key.

Happy mailing!

Author: Courtney Dillsworth

Editor: Peter Schirripa

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