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What kind of return can we see from a paid email blast?
My company is thinking about running an email campaign. We don't have a strong in-house list, so does it make sense to keep building our list or is paying a third party worth the return?
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2 Answers
It really depends on the market and lists/publishers you want to go after. If the list your are purchasing is well segmented and your call to action is effective you can definitely yield good results. However, if you have not done this yet, I would recommend doing some test with several publishers, lists, segments and calls to actions.
As well you might want to consider for testing purposes not to limit yourself just to list purchase/rental, but explore newsletter sponsorships, etc.
Most of the email rental lists are not worth the money. People rarely look at emails that they have not previously given permission to email them. You're better off trying to build your own list. The key to email marketing is consistency. Don't expect a high rate of return on just one email. The great advantage about email marketing is that is extremely cheap, so make sure to keep sending your prospects new material every couple of weeks.
I recommend reading Permission Marketing by Seth Godin. You can find it used on Amazon for about $3.00. http://www.amazon.com/Permission-Marketing-Turning-Strangers-Customers/dp/068...
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