Bronto Blog

Permission based list rental can be an effective email acquisition tactic if done properly. There are several definitions of list rental that exist out there and depending on which strategy you utilize, each can produce a different outcome. Determining factors can be practices used by the party you are renting from to the way you manage the acquisition post-click. The key to effective list rental is to ensure that it is indeed permission-based and utilize best practices when including as an acquisition tool.

So what does this mean to email marketers using list rental as an acquisition strategy?  First and foremost, it means that you need to be sure that the list members have explicitly opted in for third-party email from your list provider. Secondly, that you should not choose lists and list providers where you are given direct access to the recipients for the initial send.  Only after they respond to your email campaign should you receive contact client data. You should make certain that the permission-based list isn’t sent by you, but the party to which the subscriber originally opted in to receive third party emails. Sounds easy, but it isn’t. Many companies stray from this standard subscriber-based list rental practice and may even allow you to send to these names directly. Keep in mind that if this is allowed, you may cause yourself a world of deliverability and SPAM issues.

So how do you choose a healthy permission-based list rental?

1. Check common blacklists for the sender’s IP address.
2. Check out abuse email groups.
3. Watch to see if the list owner switches IP addresses.
4. Set up dummy email mailboxes to catch junk.
5. Verify the original point of name collection.

From Email Marketing Benchmark Guide 2007, MarketingSherpa

If you can also target recency, and segment the list with title, geography or industry selects, your chances of not only gaining momentum with list rental as an acquisition source grows, but so does your ability to create a truly relevant message.

Now that we’ve explained some practices of vendors to be cautious of, let’s discuss best practices that every email marketer can deploy:

• Request Opt-In at Registration. Whether they are completing a download or making a purchase, consider adding an opt-in into your own email marketing during conversion. You can create an easy box for them to check that gives permission to send occasional emails from your company. With your own opt-in, you can begin to gather more data and build the relationship with the prospect or customer and create more targeted campaigns.
• Deliver What You Promised. If you promised a whitepaper, make certain that a whitepaper is available once the respondent converts. This is the first touch in your relationship and it is critical that it be a success.
• Include a Welcome Email. Thank your respondent for completing an order, or for downloading a whitepaper. Also, if they’ve subscribed to receive email marketing from you, then include a preferences update link to allow them to determine when and what they will receive via email.
• Respect the Customer. Fight the urge to send to every contact you acquire. If a prospect didn’t opt-in to receive email marketing, then don’t send them any email marketing. It will reinforce trust and further strengthen your brand.
  

Email list rental can be an effective tactic for acquisition as long as it is executed properly. So remember, don’t send to a third party list directly, allow the vendor to manage that relationship. Don’t send to those prospects that you acquire, unless you have permission. And always respect the relationship between you and the prospect. It will ultimately benefit your business in the long run.

Sally Lowery
Online Marketing Manager at Bronto