Purchased Lists

Purchased ListsA while back we encountered a prospect interested in Lead Liaison’s revenue generation software. They told us they send about 10,000 emails per month and they were always buying “purchased lists” (list for sale from list brokers) – it sounded like one of their core strategies. We thought this was a great opportunity to blog on the subject of purchased lists. Are they a good source for outbound marketing? Should you feed your email marketing machine with purchased lists?

Unfortunately, the ROI on purchased lists is very low. There’s a better outbound marketing strategy which calls for using a “house list”. A “house list” is a company’s most valuable asset. It’s their existing contact database! We came across an article from Kevin Bush, Principal & CEO of Rainier Sky Marketing & Public Relations that further expounds on this subject. Here’s what Kevin had to say:

The ROI of Purchased Lists

The average response rate with a purchased prospect list is just 1.38 percent according to the Direct Marketing Association (DMA), and a quality list can cost you $400 to $700 per thousand (CPM) with a minimum purchase of 5,000 addresses.

Sound targeting and segmentation can significantly improve results, but organizations may have to test several list before finding a source that performs well. Having the communications piece professionally designed and written can also improve results, but it too adds to the cost. So, you can imagine the kind of long-term return on investment that direct marketing requires.

A better approach for smaller organizations is to simply do their own direct marketing. It might not be as efficient, but it can still be effective. With a basic data base or, preferably, contact management software a small organization can build its own list with resources they may just find online or at their local library. Coupled with a valuable call to action and personalized follow-up, the DMA reports the response rate on such “house” lists improves more than double up to an average 3.42 percent. – Kevin Bush, Rainier Sky Marketing & Public Relations

Getting the Most out of your House List

For most B2B companies building a house list from resources at their local library is not practical. Although, most businesses put themselves in a position to aggressively build their house list. Trade shows and website inquiries are two solid sources. Once you’ve got a house list in hand turn to revenue generation software to maximize return on this valuable asset.

Revenue generation software includes features such as closed loop email marketing, lead nurturing, list segmentation and lead scoring to help marketers get the most out of their “house lists”. It also includes lead capture techniques to optimize landing pages and trade show lead generation. If you’re interested in a free consultation to understand how we can help you recycle, renew and replenish your existing marketing database without wasting money on purchased lists contact us.

What’s your feedback on purchased lists? We would love to hear it.

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Email Deliverability Best Practices

Email Deliverability Best PracticesCollecting independent tips and suggestions on email deliverability best practices can be overwhelming, not to mention trying to understand what each suggestion/tip means. Don’t worry, Lead Liaison consolidated necessary tips and suggestions for you into a short checklist.

Enclosed are two separate checklists. The first checklist contains items your marketing team can do independent from your Email Service Provider (ESP). The second checklist contains items your ESP, in this case Lead Liaison, can do for you. Some ESPs do not offer such extensive services. Lead Liaison takes email deliverability seriously. As part of every Lead Liaison subscription license to our Revenue Generation Software a Customer Success Representative works with each customer to ensure they’re following email deliverability best practices.

Following this checklist will ensure your email messages successfully reach your recipients and will increase the likelihood of your messages being accepted, not marked as spam/junk, by your recipients.

Email Deliverability Best Practices Checklists

Things for you to do:

□ Send your initial lists to clean lists (people you know well who won’t hit the spam button)

□ Use lead nurturing to send relevant content based on roles, actions and interests

□ Only send to old database contacts once you develop a good reputation

□ Consider using a different but related domain for sending emails

□ Setup SenderID and SPF

□ Setup postmaster@ and abuse@ email addresses

□ Avoid buying, renting or borrowing lists from 3rd parties

□ Check the integrity of your contact lists before and after an upload

□ Create great marketing content

□ Segment your marketing content into smaller chunks vs. sending “clusters”

□ Get people’s permission before adding them to an email marketing track

□ Embed a “Safely Unsubscribe” and “Privacy Policy” link at the bottom of your messages

□ Do not be too aggressive with your email communications especially at first (think dating)

□ Use auto-responders that cross promote

□ Use an active email address as your reply-to email address

□ Make the unsubscribe process easier than the subscribe process

□ Use your colors and logo in your content so your recipients recognize you

□ Don’t include too many images (<=4) in your messages

□ Keep your messages small (< 37K Bytes)

□ Follow CAN-SPAM Act requirements

Things to do with Lead Liaison’s support:

□ Setup DKIM/DomainKeys

□ Send from a dedicated IP address, not a shared IP address

□ Start by warming up your IP address and sending a small amount (<1,000) of messages

□ Process hard and soft bounce emails and test

□ Check blacklist records occasionally to make sure your dedicated IP address is not on any lists

□ Make sure you tag your contacts with a lead source

□ Segment current and future contacts by building Lead Liaison Target Lists

□ Build several landing pages and web forms to increase lead capture and build subscribers

□ Keep web form fields simple

□ Send a text representation with your html email

□ Monitor feedback loops and resolve spam complaints

□ Avoid using spam-like words (“free”) in your messages

We welcome your feedback, comments and suggestions. How are you meeting email deliverability best practices? What would you add to this list?

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Dedicated IP Address for Email Marketing

Dedicated IP Address for Email MarketingDeliverability and reputation problems can occur if you are using a shared IP address to send out your emails while other senders use the same IP address. If the other senders emails get marked as spam or the shared IP address gets blacklisted your IP will be blacklisted and/or your emails will land in the junk folder. Many ESPs automatically use shared IP addresses across many clients. Use a dedicated IP address for email marketing tools or marketing automation solutions.

Lead Liaison assigns a dedicated IP address to each customer. Trials are run using a shared IP address pool. Even in the pool, there are multiple IP addresses to prevent one from going down and affecting other trials.

We welcome your feedback, comments and suggestions. What are your thoughts on using a dedicated IP address vs. a shared IP address for email marketing?

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