| EXTRA TIPS FOR BUYING EMAIL AND SMS LISTS
All the direct mail list buying tips apply:
| Check email list provenance carefully. Email and SMS lists must be opt in. This is where recipients have agreed to receive messages on a particular subject. You should not mail them with unrelated offers. Also when emailing, you must give recipients a further clear opportunity to opt out. |
| Ask to see the registration page where the prospects opt in. |
| How large is the file size? Is this realistic in terms of your knowledge of the target market? |
| Many email lists are poor quality with high bounce rates – check whether your list provider is charging you for records regardless of deliverability. Also beware of false positives – this is where an Internet Service Provider (ISP) doesn’t deliver an email nor return a bounce notification. |
| Many B-to-B lists include generic addresses – is this acceptable? |
| Don’t be bowled over with email list owners claims for massive response rates. Carry out the test rule above. Remember your biggest response is always going to be your own email list, if you have one. If you haven’t one, start building it today. |
| Don’t be tempted to spam – it costs recipients time and money and is now illegal in many American states. It can also lead to some unwanted reactions. For example recipients may decide to flame you (clog up you system with angry messages) or report you to your Internet Service Provider. |
| Make sure SMS lists have been TPS processed (cleaned with the Telephone Preference Service file). A legal requirement. |
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