Should You Rent a Mailing List?

Should a form on your Web site be used to collect visitors’ Email addresses, or is renting a mailing list to contact prospects a better option? “We find that the majority of marketers have dismissed list rental,” says JupiterResearch in the October 17th issue of DMNews‘ Essential Guide to Email Marketing.

Most companies seem skeptical when it comes to renting a mailing list. Bad or incorrect addresses are said to be rampant throughout lists, and mail that reaches the prospect may be discarded before it’s opened if it resembles a sales pitch.

The DMNews article points to a strategy that works for most solo business owners. “Companies should also be thinking about their Web sites and leverage unused site real estate to promote subscriptions to e-mail offerings.” One way to do this is by placing your Email form within the footer of each Web site page. That’s a smart idea I’ll be working on in November.

Your mission is to actively promote your business. List rental or online Email capture? You decide.

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October 31, 2005 | Filed Under Marketing News, Recent Entries

Comments

3 Responses to “Should You Rent a Mailing List?”

Flora on October 31st, 2005 7:25 pm

I agree with Jupiter Research that renting or buying mailing lists isn’t the best option. I prefer opt-in email lists. Sounds like I’m with the wise majority on this one.

Thanks for the tip.
Edith on November 1st, 2005 11:32 am

There also may be some legal issues related to e-mailing (spamming) people from a list without their permission. I would err on the safe side and collect my own list from people who want to hear from me. Once they reach your website and go to the trouble of signing up, you need to stay in touch with them, though.
Shirley on November 1st, 2005 3:33 pm

Flora, I’m also one that agrees with creating my own opt-in list.

Edith, the legalities are mounting when it comes to Email regulations, aren’t they? I also agree that consistent contact is required when visitors acknowledge their interest. How to maintain contact should be part of every marketer’s plan.