It’s a cost-effective approach as it’s far cheaper to contact people by email than by traditional advertising and other broad marketing resources, and the potential value of qualified leads can be huge compared with the cost of reaching them.
Email plays a central role in modern communications, and people are far more receptive to messages and calls to action that are sent directly to their inbox than they are to advertising banners and other broader marketing approaches.
On the other hand, no-one likes their personal or business email inboxes being filled with marketing messages for products or services that are not appropriate or relevant to them.
You have to be careful to keep your email marketing efforts targeted only to those potential customers who might be genuinely interested in what our business has to offer, for a number of reasons – it doesn’t reflect well on your business in the eyes of the receivers, it’s not the best use of your marketing budget, and there are also potential legal issues with how unqualified email addresses are used.
The other difficulty businesses have is amassing a large database of qualified email recipients quickly using organic email collection techniques (such as signups from you’re a company website option form). It could take many years to build a sizable list this way – by purchasing high-quality email lists from a reputable provider you can fast-track your marketing processes and achieve results far more quickly.
How do you find large databases of targeted leads, without including the wrong people as well?
This is where email list providers come in – they can provide you with lists of email addresses segmented by a particular industry or profession, so you can be confident that you’ll be maximizing your chance of reaching individuals who will be interested in what your business offers.
How To Get Maximum Value From Your Email Lists & Provider Services
Establish sender authentication
Before deploying a purchased email list, sender authentication will improve email delivery rates by ensuring your email recipients’ account filters will allow your emails through without flagging them as spam. How the sender authentication process is carried out will vary from provider to provider.
Find a reputable list provider
Not all email list providers will be as scrupulous and professional as others. Reputable providers, like all those sourced by Expert Market, will be able to break down how ‘clean’ each of their lists are – that is, how regularly and how thoroughly they scrub each list to remove old, duplicate and otherwise bad data. Decent providers will obviously keep their lists as accurate and up-to-date as possible.
How can your provider integrate your purchased email lists into your other existing systems and processes
It’s highly likely that you’ll want to incorporate the new lists into your CRM system, for example. Understand what kind of additional management and capabilities like this your email provider can deliver.
Keep a narrow focus
Having as clear a picture as possible of your target audience is critical to making the most of email list services. Once you have detailed profiles of the specific types of people who you think will be most receptive and who will gain the most value from your business offering, you can make much better use of your email list providers ability to segment and narrow down a list that will be the most beneficial to you.
The more detailed you can get with your demographic information – geographical region, city, title, company, job role or specialism, interest – the better quality email list you will receive.
Purchase a large enough list to achieve significant results
Typically, an email marketing campaign might have a conversion rate of around 3%. This percentage generally remains the same regardless of the size of the list, so if you wish to see significant results from a purchased list, it stands to reason to start with a large enough list to generate some immediate and measurable click-through effect. With a small, organically grown list of 500 to 1,000 contacts, you may not see significant results – but with a larger list, ideally 3,000 to 4,000, you will get the measurable impact on your marketing conversion rates that are the biggest advantage of purchased email lists.
Of course this will mean a larger initial budget is needed, but the momentum created from substantially changing the size of your companies existing master list will pay off in the longer term.
Perform A/B testing
A/B testing, the practice of sending out two slightly different designs or CTAs and seeing which one converts the best, is always a good idea with your marketing emails as you can learn more about your email recipients and further hone your marketing efforts. It is good practice to split your new email list into two or even three equal segments and send them emails with differing subject lines, differing colour schemes or button CTAs.
Also consider testing the time and day of the week that your emails go out – this can have a significant effect on the number of opens and conversions. An email list provider may be able to help with optimising your use of your email lists in this way.