When it comes to mailing lists, I’m a big believer in companies growing their own. Why on earth would you want to send email (or mail, for that matter) to people who don’t know your company and have no relationship with you?
Last week a client acted as if I was trying to get him to grow his own organic vegetables when I suggested growing his own email list. His point of view: “It takes too long!”
I’ve written direct mail for companies which buy lists, and for companies which diligently collect information from their customers and build their own. Their own list always does better.
As this article, Why Purchasing Email Lists Is Always a Bad Idea, points out:
“There’s no such thing as a good email list that’s for sale.
Unless you’re in the process of acquiring an entire company, you’re not going to come across a high quality email list you can purchase. It being for sale at all means that the email addresses on it have already been ripped to shreds by all the other people who have purchased that list, and emailed the people on it. Any email addresses that once had value have since been spammed to the ends of the earth!”
Your customer list is an asset
Your mailing list can be the lifeblood of your company. You can even make a money from it, if you choose to send mailings for other businesses.
Here’s what I’ll never understand: companies which diligently collect customer details, as a ritual, but then fail to use the asset they’ve created. This is worse than buying a list.
If you don’t have a list, start collecting email addresses as soon as you can.
And if you have a list and never use it… think about the asset you have which you’re willfully refusing to use.