Split decission on list rental

The EEC recently completed a two-click survey on weather the “Benefits of List Rental Outweigh the Risks?”

The results were mixed at best with 51% saying that the benefits do outweigh the risks, with 49% of the respondents saying that the risks are not worth the benefits.

This is actually surprising, as many of the common delivery issues that mailers expereince can be related to the list building best practices that they follow.

For other list building tips refer to these resources:

OneDegree: Using Email to Build Trust

ClickZ: Four Quick-Fix Options to Supplement a Small E-mail List

Word to the Wise: Permission, Part 1 and Permission, Part 2

SpamResource: Purchased Lists Are Still Lame (example of what not to do)

Do you have any other tips? Email them to contact or leave us a comment.

Author: Matt V - @emailkarma

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Matthew is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee. Matthew was recognized as the 2019 eec thought-leader of the year.

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  1. The problem with list rentals is having to send the emails out on the providers IP – which in most cases isnt going to hold a candle to your ESP’s or your own. On a recent campaign I bit the bullet and did a list rental. As it turned out after numerous tests, the only accounts that reached the inbox were to AOL addresses. Lame. Not worth it. Build your list gradually and build trust.

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  2. I wonder if the survey result says more about the EEC’s membership than list rental. They have some very competent folk there who can manage their list rental well, using reputable brokers and/or list owners in perhaps B2B technical fields.

    I’m not sure that your “average” marketer would be well advised to dip a toe in those waters without a lot of experienced outside help.

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