I could feel the termites coming out of the woodwork as I finished typing the title of this article.
The naysayers and online marketing experts attempting to keep up appearances and trying to be politically correct. “Oh-No, you should never rent an email list”. Yea, right! Third party email marketing, whether for Business to Business (B2B) or Business to Consumer (B2C) is a great way of finding new customers and can be an awesome resource for new, fresh leads.
Let’s look at both sides of the argument for a moment.
The first argument is permission. The claim that no permission was given so it’s spam. We’re not talking about sending Viagra ads, Canadian Pharmacy or the constant non-stop garbage (spam) we all seem to receive on a daily basis. We are talking about a one-time email marketing campaign offering a legitimate product or a service to a qualified, opt-in email address. These people signed up and gave permission to the company, their affiliates and partners to send them email solicitations. There is also an unsubscribe mechanism if the recipient no longer wishes to receive emails. All they need to do is click the link to be unsubscribed. If the subscriber is under the impression that they did not give permission to the sender, I would likely suggest they read the terms and conditions prior to signing up and accepting them.
The second argument is performance. I love this argument – Sending to a third-party email list only performs at a 10-12% conversion ratio, while sending to our own, internal customer list performs at 35-38% conversion ratio consistently. WOW, really! You mean that sending an email marketing campaign to your existing customers performs better than sending to people who have never heard your company name or made a purchase from you before? Shocking – I can’t believe it. Yes, they’re not all brain surgeons when it comes to arguing this concept and it’s done more than you could imagine.
How to Choose the Best Email Marketing Company for your campaign deployment.
Selecting the right partner for your third-party email marketing campaign isn’t always easy. Many companies overlook some basic, key aspects of selecting a third-party email service provider. Making the right choice is imperative, because your brand and reputation are at stake. Spend as much time selecting this company as you would hiring a key employee. Do your homework to ensure you don’t get stuck with a spammer in sheep’s clothing.
Ultimately, success will be determined by the professionalism, expertise and knowledge of the company you choose. Below are a few crucial things to consider when making this important decision.
Don’t let the big-and-bad, all-knowing marketing experts lead you down the path of “NO”. Just because they think they can dazzle you with shiny objects and complex marketing theories, doesn’t mean they have a clue what they’re talking about. Take back control of your inbound marketing strategy without being scared of the so-called expert who say’s you shouldn’t do it. Third-Party Email Marketing is a phenomenal tool and an accepted practice that more people should use to drive traffic, sales and generate new leads.