Email marketing – Best practices – Databases
The solution? Organic database growth!
We confront ourselves even more often with cases in which we are requested databases with e-mail addresses for different e-mail marketing campaigns for a fee. So, we owe to ourselves to inform you that we are not and shall not be supporters of such practice. Next, we try to explain the reasons for not buying or renting databases. That if those who read us want to send a succesful campaign and the company’s reputation not to be damaged.
Best practices > WHY YOU SHOULD NOT USE A LIST OF PURCHASED EMAILS
It is very true that at the beginnings of e-mail marketing this was a common practice. Therefore, the word “spam” was invented. Now, even those using this promotion method and observing also the rules of the game have suffered. In some states this practice has already become illegal. Even EU has adopted a directive in this sense and which we must observe. Please find HERE the resolution of the European Commission.
It is right that a database with a significant number of e-mail addresses can be easily purchased. What’s next? If you load the purchased list and send the offer to all those from the list, are you expecting good or very good results? Actually this work method does not lead by far to the desired results, it can even cause more harm than good.
There are still some marketing companies using this easy and simple method of performing e-mail marketing and attract customers that are not patient to build structurally a list. But what they do not mention to their customers is that this way the costs are increased. First of all each list costs and must be updated after a while. Second of all because they send ten thousands of newsletters when in fact only a couple of thousands is enough for the relevant company. Most of these companies are not aware of the issues which the purchased lists can cause.
Bune practici > Permisiunea
People reply favorably only to the requested e-mails. Why should someone give his/her approval for his/her personal data to be sold repeatedly? No one likes to receive unrequested e-mails. Perhaps these subscribers selected for touristic offers sometime ago and now they receive your offer for a totally different service. We only have to think what we feel when we receive unrequested e-mails. A self-respecting company would not sell a list of high class customers for whose elaboration it worked for a longer period, risking losing the customers after receiving the first unrequested campaign.
Best practices > List quality
Most likely the e-mail addresses from the purchased lists of e-mails are collected from automatic scripts, answering machines or other software.
Moreover, most of these addresses expired some years ago or are non-existent e-mails or spam traps. When one works with lists of e-mails, the quality counts, not the quantity. You can have a million, two millions of contacts in your list but this does not count if the subscribers do not reply.
Actually it would be a great achievement if the average open rate would be between 0,01% and 0,1%. On the other hand, a company using only 15.000 high quality addresses, the opt-in list can have very good results and can reach open rates of 50% or even higher.
Therefore, which list would you prefer using? Especially how much are you willing to pay in total without any reason?
But what does it happen if the subscribers from your list have chosen to receive offers from third parties? Most of those that do such thing do not know what they are getting themselves in, therefore when they receive them, they mark them as spam. When different suppliers use the same list for multiple usages, a blockage of e-mails can be caused by simply activating the SPAM key. Therefore, the use of these types of lists can lead to spam complaints which can endanger the e-mail marketing account.
The most important thing is that the negative effects of using a purchased list can have impact on loyal, active customers that wish to receive your offers.
Best practices > Internet Service Providers and black lists
Those selling databases have usually a decent website where they guarantee a quality list, they say the list is well targeted and that they can offer you proofs of the obtained permissions. So at first glance they might look professionals.
But you have to keep in mind that no responsible company shall ever try to sell its list of high quality addresses. Period!
A businessman can easily purchase low quality databases full with non-existent e-mail addresses, spam traps and few real addresses of some people that mostly will press the spam key any way when they receive the newsletter. Sending e-mails to such list can generate a flow of spam complaints determining the shut-down of the e-mail marketing account and the destruction of the businessman’s reputation and these things are very serious!
Best practices > Victims
These lists can affect those making business with you. The first victims are those having their addresses on the relevant list. But the damage does not stop here.
Here are some victims of sending unrequested e-mails from the purchased e-mail lists:
- The sender of the abusive e-mail lists endangers his/her own reputation, which leads to his/her registration on the black list or blockage and/or postponement of all messages mailed to the sender by the internet provider;
- The e-mail marketing service suppliers that strive to maintain their services at a high quality must “clean their mess” due to the abusive traffic, investing time and important resources;
- The Internet Service Providers already fight to develop more advanced systems and to allocate massive resources to detect and prevent spam in order to protect e-mail boxes.
Best practices > Solution? Organic database growth!
Organic database growth is the answer which can prevent you from troubles and can bring you the result you are expecting. These things can help you in growing your business. You are in connection with the users that are interested in your offers and can remain loyal for a long time. They have subscribed on your website because they are interested in what you can offer them. This way you will know that the list is trustworthy and you are in control.
There are solutions to achieve this, solutions which we can list for you below. Without any doubt, the organic growth of the database is the safest and most efficient method to build successfully a database.
Best practices > How can we help you by supplying our services
- The registration forms for Facebook where the users can register directly in your database by giving their approval to receive offers. There is the advantage that this way the list can be divided according to age, gender, occupation or other fields which you deem helpful for the segmentation of the database.
- The registration forms for the website of the company where the visitors and those interested in being able to register without any issues. The form can be set up as pop-up or a link on each page to the registration form. It must be easily filled in, not with too many questions. The mandatory fields must be only those of maximum interest: age, gender, number of children and so on.
These registration forms should be used every time when you contact prospects and consumers. The forms can have another design and content but this helps significantly in increasing organically the database.