Purchasing a List Is Never Ok - When Is List Rental Ok?

The list is the one component an email marketer cannot do without. It is not just a bunch of names, but more like a database filled with customers and prospects awaiting news about your company, or offers on your products and services. There is a lot of power in the list, but actually building one yourself can be harder than it seems. Some find it so difficult, that they turn to third-party services for help. While buying an email list is never recommended, there are times when renting one is a viable option. Here are some examples:

When You Are Just Getting Started

List rental can be ideal for the marketer who has just started a business and is gearing up for their first campaign. This is especially true if you are starting from scratch with no customers or prospects to call your own. Renting a list is usually much more affordable than purchasing one, and more effective as well. When buying a list, you can never be sure that the vendor did not just give you a slew of email addresses harvested off the internet. Reputable vendors lease them because they contain the contact information of interested consumers and are potentially valuable to marketers. The rental option can go a long way in helping you acquire customers and grow your own list internally.

When the Budget is There

List rental also makes sense when you can afford it. Purchasing one outright can be quite expensive, but the leasing method is often in range even for start ups working on significantly small budgets. However, it is still an expense that must be accounted for and one you may be able to do without. If you are stuck with a list that is largely inactive, looking at your campaign results may be frustrating, but it does not necessarily mean that the potential is not there. In fact, re-engaging your existing list could actually be more effective than renting another. This can be the case both in terms of cost and results. If you are struggling to hit your numbers, the expense of list rental may not be worth tacking on.

When There is No Other Choice

Last but not least, list rental is ok when you have no other choice. Perhaps frequency problems or unforeseen circumstances caused you to lose touch with your subscribers. Maybe your message just is not resonating with subscribers as it once did in the past. Whatever the case, taking up the services of a third-party vendor can be a solid option when the chips are down. Several email marketers have had success from renting lists, effectively using these services as a crutch to score new customers and get their business back on track.

Rent Lists With Caution

List rental is not the evil deed some make it out to be, but it should not be viewed as a long-term solution either. This is an option that should only be exercised when it is absolutely necessary.

If you feel like list rental is the right move for your business, remember to do your research and find a vendor you can trust. Doing so will help you avoid spam complaints and get the most from your investment.