Internet Markting: Should You Rent Or Buy Lists
Internet marketers these days tend to use lists to help boost their responses but not everyone seems to be convinced to use it. The disputes tend to centre on whether or not they should rent or buy these lists. There are those who believe that spending any part of the marketing budget to the acquisition of lists is a waste of money. In spite of the fact that lists that are bought or rented tend to get a lower response, they can be a good source for growing your customer base. Here are a few things to consider before you decide to buy or rent a list.
Ensure the list you use is targeted towards what you are offering as this will in many cases determine the success of your marketing effort. Finding a list with the most responsive names will take some time and effort and also testing. Lists with recent names and ones that are actual buyers should be bought, whereas old lists should be rented. For example if you are marketing cement prices, you shouldn’t get a demographic list of individual consumers, or of businesses that deal with B2C. You should be looking for a B2B list of contruction companies and the like.
Whether you are buying or renting a list, the source of the list should be of such that it is compatible with what you are offering. The name you receive should be from recognised sources.
Lists that are to be rented should have a frequency cap. This means that they cannot be rented more than a certain number of times. You will have to decide what level of frequency you will accept. The list manager should be able to inform you as to what the mailing frequency is for any rented list. Also for bought lists the recency will be of importance. A list that is one day old is different from one that is a week old. The results will differ.
It is also important that any every list be updated with newer names and purged of unsubscribers.
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