As a marketer, one of your top priorities is likely to be drumming up leads to pass on to the sales team, and you may feel under a lot of pressure to bring do this in large quantities. So we completely understand that buying an email data list might seem like a quick win – access to thousands of new contacts at the click of a “pay now” button sounds like a no-brainer, especially when the lists are advertised as targeted, verified, accurate, and opted-in.
Unfortunately though, the reality is less assured. A purchased data list is very unlikely to provide you with high quality data that enables you to promote your business effectively, and can cause you a whole host of problems which will impact your ability to email legitimate leads in the future.
Here’s Six Reasons to Remember Why Buying Data Is Bad:
1. Quality Is Not Guaranteed
First and foremost, it’s pretty likely that a list you buy will be littered with old or incorrect email addresses, incomplete names, and other problems affecting the deliverability of your email.
2. Bad Delivery Rates = Bounces
The deliverability issues caused by these incorrect / old email addresses could cause your emails to have a very high bounce rate, which will in turn damage your sender reputation by potentially marking your IP address as that of a spammer, further impacting the deliverability of your emails. Read our blog post on spam filters to help avoid getting caught in this vicious circle.
3. Nobody Knows You
It’s likely that the contacts on your list have never heard of your company before, which immediately lowers the chances of them opening your email. You should be sending to people who are already interested in what you’re sending them, such as existing customers who have engaged with your brand and those who have specifically opted in to receive messages from you.
4. Less Engaged Recipients
A recent analysis of a company’s email marketing activity found that business areas emailing to opt-in lists achieved open rates 82% higher than the areas emailing to purchased lists. That’s a significant difference! It’s basically not worth your time emailing people who are unlikely to engage; channel your energy into people who want to hear from you.
5. Shared List = Fed-Up Contacts
It may well be the case that other companies have bought the same list as you, meaning that the recipients are already annoyed by all the emails they’re receiving before yours has hit their inbox. You don’t want to join a crowd of ignored competitors.
6. You May Fall Foul Of The Law
Your communications need to be in line with the Privacy and Electronic Communications (EC Directive) Regulations 2003 (UK) or CAN-SPAM Act (USA), or you could face hefty fines. Unfortunately your email itself may follow the legislation to the letter, but if the email addresses were harvested illegally in the first place, you’ll still be breaking the law. Additionally, from 25th May 2018, the General Data Protection Regulation (GDPR) will come into force, meaning that the way companies are allowed to store and process personal data will change. Here’s our GDPR guide to help you get to grips with the new regulations.
Okay, – so what should you do?
Now we’ve talked you out of buying a list, let’s discuss the six best ways to source your data instead…
1. Attract An Audience With Engaging Content
Produce content that you know people are going to want to read, and make sure that when it goes live it’s been optimised for SEO so that your audience can easily find it (get in touch if you’d like help with this) . The content itself may be blog articles, white papers, a series of top tips, opinion/advice pieces, reviews, templates, or anything else you think would be engaging.
2. Include a Gated Asset
If it’s not enough for people to be reading your content and hopefully contacting you as a result, you can set up a data capture / sign up form that people have to complete before they can view your content. This gives your content a feeling of exclusivity, and also allows you to grow your leads
3. Create a Lead Magnet
Following on from the above, you could also create a lead magnet – this means an irresistible incentive for the customer to give you their contact information, and often comes in the form of a discount code.
4. Use a Reputable Email Service Provider
Doing so will help to protect your sender reputation, and ensure that you’re adhering to spam legislation by providing the tools needed to offer an unsubscribe and process it within 10 days. An email service provider like Enabler is also able to offer comprehensive reporting and testing facilities, allowing you to optimise your emails, and keeps your database up-to-date by logging unsubscribes and bounces and removing them automatically from your mailing lists.
5. Encourage Sign-Ups
Include a sign-up box on every page of your website to offer people maximum opportunity to subscribe to your emails. Keep it simple and quick to complete – all you really need is an email address, but if you must you can also include fields for first and last name.
6. Cross-Channel Promotion
Make the most of your other marketing channels, such as social media and your website, to promote the content of your emails and why people should sign up for them. For example, if you were soon to send an email featuring “Five top tips for x!” you could tweet something along the lines of “Sign up to our emails to discover five top tips for x!” ahead of time.
Most of these techniques are targeted towards acquiring new leads, but remember that it’s also super important to retain your existing customers. Firstly (and obviously) your existing customers are likely to repurchase if you look after them, and may also create new customers for you through word-of-mouth and recommendation. You could tap into this by rolling out a refer-a-friend campaign, with a form to capture friends’ details and offer incentives to both your customer and their buddies. There are loads of other ways to build your email lists explored in our Email List Building blog post.
Hopefully you can see that it simply isn’t a worthwhile investment to buy a data list for your emails. There are too many pitfalls and too few chances of success. Instead you should focus on growing your database organically, and maintaining a positive sender reputation. If you’d like help in your email endeavours, give our Enabler team a call on 0207 099 6370, or drop an email to enablermail@pancentric.com.
