Email Marketing News
Email list buying 'should be approached with caution'
Wednesday, 8 October 2008Email marketers should do more to ensure the lists they buy are of the highest quality rather than rush to buy the cheapest ones, it has been suggested.
Experts speaking to Marketing Direct said that too many marketers simply opt for the least expensive lists without considering how the data was collected and how old the list actally is.
Liz Woodbridge of Mardev noted that lists in some sectors tend to go out of date at a quicker rate than those in others, but warned that many email marketing executives do not consider this factor.
According to Skip Fidura of the Direct Marketing Association's Email Marketing Council, it can be a good idea to request a written guarantee of delivery rates to avoid buying lists containing out-of-date contact information.
Susan Singleton of law firm Singletons also said that marketers should ask for a contractual guarantee that the necessary consent has been collected for their lists.
She stated: "If they have not, there would be a right to pursue them for breach of contract and damages."
According to Worldata's Fall 2008 List Price Index, list prices in the US are dropping as a result of the economic slowdown, DMNews reported.