Money is in the right Email List
Every email contact list has nuggets of success. Some have more than others. The success lies in extracting the information from any contact list. This information is easier to extract when it is matched to your needs. Your industry or your region. The more you understand what you want from a contact list, the better our chances of a greater reward. The money is truly in the right contact list. Understanding the list is the first step to getting your hands on that money.
Consumer lists and Business lists.
Generally, a consumer list is broken down as follows
- Geographical information. Including ZIP or postal code, country, county or state. The list may even provide location such as a radius around a store or neighborhood
- Demographic information. Including age, race, income, gender, a number of children.
- Behavioral or lifestyle information. Hobbies and pastimes, shopping habits. Where or how they shop – online, mail order buyer, specialty or mainstream stores
- Stage of life. Are they new parents? new homeowners? students ? or retired.
And a business contact list may have an element of the consumer contact list. But will focus more on industry or commercial activity such as
- Type of Business or industry using SIC or NAICS (these are standard codes for different industries).
- Business information such as company sales, annual sales amount, years in business
Choosing your contact list type, and the information it contains directly relates to your objective. Getting the best results requires understanding a little more about what a particular type of contact list. Then matching your needs with this.
The type of list.
Key to getting a return on your email list from your campaign is in knowing your target and objective. There is a wide variety of email contact lists to choose from. That can be broken down by industry, location, the type of people and so on. But there are essentially 4 types of list that one can purchase:
- Compiled List
- Paid Subscription List
- Controlled Subscription List
Each of these lists has their pros and cons for the buyer. Some cost more than others, and some deliver a better return than others. And each can essentially be broken down into either a consumer list or a business list. This is what really makes a list important for the buyer.
Compiled contact list.
A compiled list is generally a database of names and addresses of people containing demographic information. Which includes age, sex, income, etc. That uses information found in the many proprietary and publicly available sources. As telephone listings, voter registrations, self-reported surveys, credit files, public records, and even social media platforms. The list essentially allows the user to identify people or organizations with common or required characteristics. Often broken down into categories prospects can easily be segmented or filtered. For example new parents in Ohio, or 40 to 55-year-old males in Texas. Homeowners or renters, new businesses.
Compiled contact lists are created for marketing purposes and are generally very up to date. A compiled list gives a broad coverage of the market with basic demographics. These lists work best suited broad offers. The lists are generally purchased per name, per category or extra field of information and through buying more information. A clearer picture of the person on the list can be created and the chance of a positive response to the mail sent will be higher.
Paid Subscription List.
A Paid Subscription list is a database of people who have paid to receive a specific publication such as a magazine, newsletter or publication.
This is a high-value list as those of the list have a demonstrated interest in a particular subject or industry. Thus are very much buying candidates. These contact lists allow for a very focus campaign that can yield excellent results. The downside with these lists is that the list may be restricted in the amounts of demographics contained.
It is well worth considering that these contact lists can work well with specialist brokers. Even email list sellers who can assist in compiling a list. Which not only contains the demonstrated buying interest in say “Fishing” along with focused demographics. There is no rule that says only one contact list may be used, better results can come from a combined contact list.
Controlled Subscription List.
Controlled Subscription Lists are valuable and extremely useful lists. It contains detailed information and demographics on people. As well as detail on their business and purchasing processes. Sourced by offering a free or reduced subscription to a publication or service.
These lists generally have business buyers and have more than sufficient information to allow for detailed targeting. The lists are generally very accurate as change of address details nearly always results in a correction. Controlled subscription lists are very niche and the rich in demographics. Which allows for very targeted mailing. The downside to these contact list is that they often only cover a small percentage of the target market. Making them quality rather than quantity.
Response lists are often more expensive than most email lists. Because these are a result of companies using their sales records. Buying records and other data that may be useful to another company outside of their industry. Who has chosen to sell on this information? The contact list could be buyers, customers, general inquiries, competition entrants or membership lists. The list could well include the type of product purchased and how much. It may also show where the item or service purchase and buying records. These are lists with plenty of details but often only represent a small portion of the overall market. Those on such a list are often considered more responsive to a direct mail offer. A critical part of these contact list is how recent or up to date, it is.
There is no guarantee of a successful response to any campaign. There may be any number of reasons why a particular list works or does not work for any given user. Over the years a number of surveys have been undertaken. There are industries that are better for email marketing. A number of interesting facts have come out that shows the contact list used is only part of the reason for success.
A recent MailChimp Survey showed the following engagement statistics
|Open Rate Top 5 industries:||Top 5 Click Through|
|Arts and Artists||Media and Publishing|
|Photo and Video||Photo and Video|
|Government||Home and Garden|
|Religion||Social Media and Online Communities|
|Open Rate Bottom 5 Industries:||Bottom 5 Click-Throughs|
|Marketing and Advertising||Restaurant and Venue|
|Vitamin Supplements||Public Relations|
There is a multitude of reasons why some industries respond better to email campaigns than others. But there are clearly some that do and some that don’t. Other research has shown the following facts.
- 33% of email recipients open email based on subject line alone (Convinceandconvert.com)
- Roughly half of an email list will be active – either opening or clicking on emails (Epsilon).
- For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best (Adestra July 2012 Report).
- 56% of businesses say they plan to increase their use of email marketing in 2013. (The Small and Midsize Business Email Marketing Survey 2013).
- Emails that include social sharing buttons have a 158% higher click-through rate (GetResponse).
- 40% of B2B marketers rated the leads generated by email marketing as high quality (Software Advice Survey).
- There were 3.6 billion email accounts in 2013 (The Radicati Group, Email Statistics Report, 2012-2016).
- By 2016, the number will reach 4.3 billion (The Radicati Group, Email Statistics Report, 2012-2016).
Other marketing options.
The facts show that the email contact list is often not the reason for the failure or success of an email campaign. This then takes the spotlight away from the bad press they have received over the years. Mobile technology and social sharing are playing a greater role in email marketing. Extending the reach and generating a whole new list. Now contains social media platform handles and usernames. Old school marketing and communication skills are still the number one reason for the success or failure of a mailing campaign, with a lesser focus on the list used.
Having the right list from the provider is absolutely critical. But the planning and executing of a campaign are just as important. The combination of a good list purchased from a reputable provider with a well-planned strategic campaign is what will release the money in the list. Having the right list is vital and as much work goes into sourcing this as it does in the email campaign itself. The list is your target and if you can’t see the target you can hit it.