Know-How Exchange : E-Marketing

Although I am not a fan of rented opt-in lists they can be utilized successfully. The key is finding a reputable provider for which you'll have to do some legwork but they do exist. A number of companies have been in business for years. The good ones will give you the information you need and answer your questions above with real-life examples.

There are also issues with these being called "opt-in" lists. While it's true that the contacts on the list agreed to receive email from the publisher as the good lists are from publications they didn't opt-in specifically for your message....so make sure you check these out carefully.

The good lists from these publishers are also not cheap, but they are the best lists. You can have good and you can have cheap but can't have good and cheap.

Also CAN-SPAM does not prohibit sending emails to people you don't know and who didn't ask you to send them an email but the things it does prohibit and how you have to comply are worth being very aware. Google CAN-SPAM and read the full context of the act until you fully understand it.

In short, there is no substitute for an organically grown list but if you want to tread into the waters of rented lists you need to really do your homework on the list rental companies.

it seems to me it would be hard to generalize. The effectiveness of such a program would depend on things such as the size of the other companies list, the nature of their relationship with their customers, the match of their mailing list with your ideal prospects... and of course, your offer.

Is there an affordable way for you to test the program?

They can work, but it depends where you're renting them from and what people originally opted in for. One person's definition of an opt in is another person's version of spam, and vice versa.

Your better bet is to build your own list, or to JV with someone in a similar niche and someone with whom you've formed a visible partnership, perhaps through a series of value laden webinars that you deliver BEFORE you send out messages. Even then, the messages you send out ought to only go to the people that signed up willingly AFTER you gave them something of value.

I've yet to see rented information work. Much like when you are trying to build your social media lists by 'Like Gating', or running contests, you get a bunch of names and not a lot of legitimate interest in your product or service. Incentives, and buying stranger contacts is nothing compared to building a list of legitimately interested individuals.

You simply cannot take shortcuts or buy your way in front of people and expect great sales or results. Better off to invest your money, time, and effort into building your own list and building relationships.

Darcy Moen
Customer Loyalty Network

Upshot: it's very, very, very circumstantial. Which is ok. I don't know of ANYTHING in marketing that is not. I'm looking at 3 very diff next-level things and every one is circumstantial, and complex. To say you have to do it right is a massive understatement.

For the curious data owners out there, regarding working partly on commission, I own the patent and marketing rights to a collection of multi-function patio furniture pieces. There are no comparables. Call Paul at 774-278-1066, Boston.

For today, at least - I think arthursc's post from 2011, made available by stlubahn, best defines the realities on this subject. Thanx.

We just received a solicitation from an online greeting card service about being able to rent their "opt-in" list. The sales contact touted a 6% open rate as highly effective. I suppose for a third party list it's better than 1%. But 6% as an open rate is NOT a good metric. To me that is a batch and blast strategy that is killing the channel (or complicating the channel) for the rest of the legitimate e-mailers. You're better going after 100 highly interested contacts than going after 1000 unfamiliar/uninterested prospects. I would tread carefully. A better tactic may be to sponsor a major newsletter publication and focus your effort to achieve true direct sign-ups on your landing page. It will be a fraction of the sponsorship list membership, but your results should be as good as just renting an opt-in list. It's about relationships and value not quantity.

DANE: sponsor a major newsletter
What does sponsor mean?

DANE: achieve true direct sign-ups
True as opposed to what? And what are they signing up for - my patio furniture?

DANE: It will be a fraction of the sponsorship list membership
What will be a fraction? What is a sponsorship membership?
I thot I was the sponsor... not members..

DANE: your results should be as good as just renting an opt-in list
No better? So why bother? Why not rent the list?

I have no idea what newsletter exists for patio furniture. Or even outdoor living. Other than what my competitors might send. I dont sell other people's products.