| Need to Grow Your Email List? Play It Safe, Smart and Slower |
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| Email Marketing | |
| Written by David Fowler | |
| Wednesday, 23 September 2009 | |
 Greetings, my fellow email marketers, and welcome to another round of "You Bet Your Email Life!" In this episode, contestants answer the perennial question: "What's the best way to grow my email database before the holiday shopping season starts?"
Okay, contestants! If you chose Option A, you may as well start shutting down your email program now. Otherwise, the ISPs and blacklists will do it for you because of the spam complaints and spam traps you'll set off. Option B isn't much more attractive, because you're still paying money to send your email to people who didn't specifically request it. If you're careful, you might move the needle a little. Option C takes the most time and effort, but it's also the most reliable way to build a email database of genuine addresses belonging to people who really do want to receive your email. This method won't magically solve all your list problems in a day. Neither will buying or renting lists, which can leave your email program in pieces. Buying Email Addresses Can Buy Trouble
A purchased list is not composed of people who want to receive your emails. Many addresses belong to people who didn't read the fine print in the privacy policy when they registered for an account or entered a contest. Even though they didn't see the clause that warned them they were agreeing to share their addresses with the marketing world, that doesn't mean they want your email. They'll just click the "report spam" button instead. Or, they'll abandon that address because of all the spam they received from it and move on. More money wasted. Purchased email lists could be riddled with old, invalid or spam-trap addresses, called "honeypots." ISPs and blacklist services use these addresses specifically to trap and block spammers, since nobody else would be emailing to them. Once you start emailing to these addresses, you're going to set off a lot of activity, but not the kind that produces traffic or sales. Instead, you'll generate enough spam complaints to prompt ISPs either to block your messages outright, or route them to the bulk folder instead of the inbox. Then, if you send email to an address monitored by a major blacklist service - such as Spamhaus that can block delivery at the major ISPs - your email won't be accepted again until you demonstrate that you've recommitted yourself to a permission-based program that employs best practices for mailing. I'm a firm believer in the saying, "You are what you send." Are you willing to put your corporate brand in the middle of a cesspool if your purchased email list explodes? Email List Rental: Watch for Red Flags
Does the company offer references? Does it explain how it acquired its email addresses, or how old they are? Does it guarantee its permission level, list hygiene or deliverability? If not, walk away. Reputable vendors don't let you download addresses. Instead, they send your message out to their own email lists on your behalf. Another caveat: People on the rented list who convert from your message haven't automatically opted in to your email program. So, technically you don't have their permission to automatically add them to your house list, unless you set those expectations and permission parameters up front. Make sure you don't continue emailing any new customers you acquire from that list unless they opt in to receiving communications from you on their own. Best Results: Nurture Your House List
Even with the busy fourth quarter right around the corner, these three steps you can take today will attract more email subscribers:
A Final Thought on Buying & Renting Email Lists
### About the AuthorDavid Fowler is the director of email strategy, deliverability and privacy compliance for Lyris. He consults with email marketers to help them get better results from their email programs. Related Resources:
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written by Paul Moloney, September 25, 2009
I agree with Bill largely, the key is to emphasise not only the benefits to the subscriber i.e. whats in it for me..., but also what you will and won't do with ther data.
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E-mail Marketing - Blacklist
written by Michael Among, September 24, 2009 Dear Marketer: I may already be on the blacklist. How csn I change to the whitelist? report abuse
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written by Bill Marks, September 24, 2009
Building up an inhouse email list needs to be a multi-facted set of activities and processes. Strategically, everything that is done should have a tactical component which offers the opt-in opportunity to every uninterested passerby, website viewer, social media participant, potential prospect, new or existing customer, loyal client or the most avid fan.
Never take for granted that any of these people have already signed on to receive your electronic messages. You must continually invite and offer the opportunity, while at the same time provide interesting information and valuable services. List building must become one of the foundational goals of any company, professional or individual seeking to build awareness or improve their economic situation. report abuse
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Whitelists and blacklists can be operated by different organizations, so requetsing whitelisting at an ISP will not grant you any delisting benefits if you hit a blacklist.
When considering building an email house file use every opportunity when you connect with your cients, call center, store and website for example, to request "PERMISSION" to send them email. Once permission is established then set some preferences and expectations pertaining to your outreach efforts.
Remember your email program is an extension of your brand and should be treated accordingly. Obey the law and obey the wishes of your clients,
thanks.