An article in Direct magazine yesterday wondered why so many businesses ignore email and text message lists for marketing. The author argued that email marketing has many advantages.
It’s fast. It’s cheap. You can quickly measure your results. You can target it precisely.
What’s not to like?
The problem is twofold. Yes, the delivery is cheap, but the email lists themselves (at least the worthwhile ones) are really expensive. Two, the permission is often questionable. People get added by accident, because they didn’t see an opt-out box, or because someone they met at an event added names to a newsletter. Not good.
You don’t own it
“Buying” an email list isn’t really buying at all. At least not if the people who own the list are reputable. You’re actually renting it. And, it never leaves their control. They will either send it themselves, or have a third-party company take care of it. You can’t look at the names, or keep them. If you want to use the list again, you pay again.
And, those email lists with 100,000 names for $25? Spam. Spam. Spam. Garbage. Best case, you waste your money. Worst case, you’re labeled a spammer and get blacklisted. Also not good.
What about text message marketing?
This has some of the same problems as email marketing lists. You need to get permission first. Judges in several recent court cases have ruled that texting cell phones with unwanted marketing messages still counts as a phone call. Meaning, it’s illegal.
So, what can you do? Tomorrow, how to build your own email list. With permission. No spamming.
Share your thoughts
Have you tried rented email lists? What happened? Or, have you grown your own? What technique worked best?
Image thanks to nickobec
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