To Rent or Buy Your Technology Marketing Email List? That is the Question.

There are pros and cons to each that will help you determine which is better for your marketing campaign.

Email marketing – there are a lot of variables that play into the success of your efforts; your subject lines, content, schedule, design, etc. However, all the time you put into beautiful, useful emails and content will be mute if you aren’t sending it to the right people.

But I think we all knew that. We aren’t going to be sending our technology marketing emails to bakery owners in the tri-state area.

The real question you need to answer is whether the list you will be using for those technology marketing emails will be rented or bought. Below I will explain the major differences, positives, and negatives to renting and buying, to help you make the most educated decision you can.

Before I do that though, I want to reiterate the main things you need to keep in mind when requesting and putting together your email marketing lists.

  • Who is your target audience?
  • What is their demographic, psychographic (interests, hobbies, etc.), firmographics (company size, characteristics, services, etc.), and geographic information.
  • How you plan to use the list in your marketing campaign.

Ok, now that we have that out of the way, let me explain the difference between renting and buying your email list.

Renting – this is typically seen as the more traditional way of acquiring marketing lists. In essence, you borrow the list from another company by letting them market you to their database. You see this with publications. You create an email and they send it out on your behalf. The benefit to doing it this way is you are emailing an opt-in list. The content is coming from a trusted source recipients have requested to receive information from. Your marketing will be received more openly and could yield a higher click through rate. On the other side, renting the list means you never actually see the names or company information. That means you can’t follow up with them or see who has shown interest. It’s a one-off.

Buying – there are now a slew of companies out there that collect and organize contact information that you can tap into. You tell them the audience you are going after, based on those categories I listed earlier, and they will give you a list of names with company and contact information. The plus to this is once you buy the information it’s yours, so you can take any additional action you deem appropriate. The flip side, however, is these contacts have not opted-in, so you are marketing to them blindly. This can yield a lower click-through rate.

You need to evaluate the objectives of your campaign and determine which pros and cons are more important to your success.

Photo Credit: lisbokt via photopin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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