It’s a fact that buying email lists from vendors without a clear objective and target may harm the deliverability ratio as well as your brand reputation. The digital marketing era today has close to about eighty percent of businesses that rely on their own Database Strategy.
So why do businesses still buy email lists?
Having a list is not enough. If you’re looking to generate greater MRoI from your targeted campaigns, you need a customized list that can drive desired outcomes. For instance: Business A caters to all healthcare giants. They want to promote their upcoming webinar to a group of Chief Data Scientists from the healthcare industry.
However, their in-house data team was able to provide contact records of only 2300 Chief data scientists. In such a scenario, company A has three choices:
a) Drive multichannel marketing campaigns to acquire new Market Qualified Leads (MQLs),
b) Buy an Email List from a trusted vendor, or
c) Negotiate with publishers for an email blast targeting Data Scientists.
What would you do?
Well, that depends on the how much time you’ve got before your campaign launch. You can try all the three options, or to save time you may select between options b), c), or go for both. Buying an email list can definitely be risky unless you’ve got full confidence and trust in the vendor.
Here are a few probable risks involved in totally depending on third-party data or email lists:
- Legal issues: Penalties are huge if the database doesn’t comply with worldwide email laws.
- Sender Reputation: If not a relevant contact, the recipient can get annoyed and mark you as spam. ISPs may block you from sending future emails as well.
- Deliverability: Consequent hard bounces gives a major blow to email deliverability.
- Number and Insights: You might not be able to take decisions based on these insights alone.
The good news is that all these risks can be eliminated. No matter where you’re acquiring customer data from, it all boils down to two factors – List Cleanliness and Accuracy! Services like list cleansing, list verification and validation can ensure desired results to a large extent.
Thereby, the question of whether to buy or build an email list becomes irrelevant. Even companies acquiring their own data and building their own opt-in email lists, have to leverage database management services to maintain their list accuracy and relevance.
How Span Global Services Created a Successful GRC Platform using Targeted Databases
We recently helped a leading company in building Governance, Risk and Compliance (GRC) platforms for all types of enterprises. The client hosted their summit in Las Vegas, California.
The internal marketing team of the client was running the summit’s social media campaigns successfully but their email campaigns failed to generate the required registrations.
Primary challenges of the client were:
- To get the detailed global email list of GRC CEO’s, CMO’s and other C- level executives.
- To drive summit registrations through email marketing.
Our experts were approached by the Client’s internal marketing team – to buy contact databases for GRC professionals. Span Global services provided them with the most sought for lists under the IT industry – GRC CEOs Email & Mailing List and CMOs Email & Mailing List.
The Summit was a grand success. It witnessed a total of 3,900 attendees – which included IT industry’s top-notch CEO’s, CMO’s and other IT professionals. Our database was used for their targeted email marketing campaign. Out of 3,900 registrations, the internal marketing team generated 734 registrations through emails – that were all received from Span Global Services’ database.
To sum it up…
Buying email lists is a pre-requisite for result-focused organizations today. Span Global Services is a leading provider of digital marketing and data-driven services across the globe. The brand's forte lies in its data intelligence, which holds the largest intellectual mapping available across the industry.
As an expert B2B marketing solutions provider, Span Global Services specializes in maintaining and managing email lists. It is the world’s only social verified and email verified data provider today. With more than a decade's expertise in digital marketing, its business intelligence enables companies to utilize the intellectual online marketing strategies along with data insights, market reports, and IT support services.
So, talk to our 24/7 available experts with your marketing concerns. Contact us with your specific queries. Leave a comment, if you liked this blog.
KNOW BEFORE OTHERS!