Buying direct marketing email lists is always tricky, and often hard to tell if you are dealing with a reputable distributor. Here are some questions you can ask that will help weed out problems and help guide you to a quality list that targets your direct audience:
How often do you refresh your email marketing lists?
It is important to note how often contacts are removed to avoid rejected and/or closed email accounts.
How are the list and email data priced?
Is it by millions, thousands, or by industry. Be sure and find out what the minimum quantity is for purchasing.
What steps do you take to purge inaccurate data?
Be sure your provider offers full credit for emailing data that is incorrect.
What percentage of deliverability do you guarantee?
You should expect a 95% deliverability rate, with a 5% hard and soft bounce rate.
Is this a one-time use list or unlimited use list?
Your needs may differ on different occasions, or you may be targeting the same audience every single campaign. Be sure and find out if you are renting or buying – this could save you money and time in the long run.
How often is the list run through the National Change of Address database?
If you plan on using your list on a daily, weekly or monthly basis it should be checked at least once a month.
How do you gather your information?
You will want to make sure your list is current and not something that was gathered years ago.
Susan Sullivan
Susan lives in the Dallas/Fort Worth Metroplex area with her husband and children. She is an avid distance runner, environmentalist, part-time beekeeper, chicken farmer and amateur photographer.