Email lists have their place in the world of marketing and, for any business that sells products or services online, an email list is virtually obligatory. But before you sit back and feel pleased with yourself that you have a massive email list, we’d like to ask you this. Did you create the email list yourself from contacts and subscribers to your online business, or did you buy any of the names on that email list? Whether just a small percentage of your email list has been purchased, or your whole email list, then this article is a ‘must read’ for you.
Email marketing is a world away from traditional leafleting, even if the objective is the same
First off, the rules for direct (physical) mail marketing as opposed to email (internet) marketing are entirely different, primarily because direct mail doesn’t incur business-destroying penalties. If you send a leaflet by mail and the address it is sent to is for an empty property, all that happens is the leaflet ends up on the floor among a pile of other mail. If the leaflet is delivered to an occupied property, the recipient may not be interested in any marketing offers and will throw the leaflet in the bin, often unread. For this type of marketing approach, a one percent response rate is seen as good. From a marketer’s point of view, there are no penalties for sending messages to empty properties or to people who have absolutely no interest in receiving information about your product or service.
More to the point, the postal service delivering your leaflets will actively encourage you to do it again, because that boosts their profits. That is a world away from today’s more rigorous email ‘police’.
What is bad about a purchased email list – the obvious downside
Don’t be fooled – the email list you have just purchased is not your direct route to riches, and the recipients of any email sent promoting your services or products is not guaranteed to be greeted with open arms. Here’s why:
In Part 2 we will discuss, in more detail, the less obvious, but more dangerous downside to buying an email list. Of course, if you can’t wait for that to be published, you can get in touch with us and we’ll gladly explain to you just how much harm a purchased email list can be for your business, and advise you of your best options.
Published: 2018-01-11 00:00:00