The post ‘5 Compelling Reasons Why You Should Be Purchasing Email Lists’ was originally published in 2016. It has been re-worked and modernized for 2020.
Is purchasing email lists for the purposes of outbound Email Lead Generation (ELG) part of your current marketing strategy? It should be. The speed and directness of email continue to be one of the most efficient ways to reach a cold B2B audience.
Purchasing email lists open up a world of marketing opportunities, and it can be beneficial to your business in more ways than one. A targeted cold email list will contain many potential interested buyers that don’t yet know about your unique business solutions. Before we go any further, let’s see what Gary Vaynerchuck has to say about the benefits of buying an email list.
When does it make sense to buy an email list?
We totally agree with Gary on this one, an email list is only worthwhile if it contains quality contacts. A reputable data provider should always provide a sample record and a guarantee of accuracy. As Gary mentioned, a non-targeted email list will not do your business any favors or provide a solid return on investment.
The truth is, buying a targeted email list in your desired industry is a smart idea if you’re looking to generate more B2B leads. The nature of email marketing gives you the opportunity to scale your lead generation efforts virtually overnight. Let’s take a look at five reasons why you should include purchased email lists in your marketing mix.
5 Reasons Why You Should Be Purchasing Email Lists
Unfortunately, buying email lists has been unfairly grouped into the “spam” category when it comes to B2B marketing. However, smart business owners understand that purchasing industry-targeted email lists is one of the most cost-effective ways to dramatically accelerate B2B lead generation growth.
Of course, you can’t expect to convert the cold contacts on your list without having a sound marketing strategy. You must communicate with your audience effectively from the first email subject line to the way you present your call to action. Only the most relevant and valuable offers have a chance at moving a non-permission based contact into the sales funnel.
1. Expand your reach and increase sales growth
Every time you acquire a new email list, you’re expanding your potential audience. The more people that receive your marketing message, the more potential leads you’ll generate. The key is to optimize your campaigns for open rates and deliverability by using a combination of proven marketing strategies, and the right tool for this type of campaign.
2. Fill the marketing and sales funnels
Acquiring a new email list can vastly expand your B2B marketing audience. As these new, cold contacts become warm opt-in leads, they can be pushed to the appropriate funnels. Marketing can start the nurturing process for warm leads, while sales handles the leads that are already warmed up.
3. A quality list can increase ROI
When you purchase emails from a reputable provider, you get a professionally vetted list of contacts who will be receptive to your marketing message. That means you waste less time and money marketing to people who don’t have a genuine interest in your products and services.
4. Improve customer acquisition cost payback
Sending to contacts who already have a genuine interest in your products and services will not only improve your ROI, but will accelerate lead generation and speed up your rate of return. In other words, you see profits faster. Don’t get caught up in a game of numbers, it’s better to have a smaller list of highly targeted contacts than a large email list of poor quality emails.
5. Free up resources
Manually building an email list of industry-related contacts is time-consuming and not an efficient use of your teams time. Purchased email lists give you a head start on the lead generation process. The less time you have to spend chasing down fresh leads, the more time and resources you have available to focus on closing them.
BONUS TIP: Use Email Lead Generation software
Traditional ESP and marketing automation platforms aren’t equipped to safely and effectively market to cold contacts. Purchased email lists should be paired with Email Lead Generation software to ensure deliverability and CAN-SPAM compliance. This software can also help improve your ROI, thanks to its revolutionary Website Visitor Intelligence™ (WVI) technology.
WVI tracks and nurtures unconverted contacts that visit your website, even if they leave and return later, to let you know not only who is visiting, but how they’re interacting with it once they land there. This gives you actionable data that you can use to optimize your future campaigns to achieve more conversions.
The Bottom Line
Purchasing email lists is a great way to expand your reach, fill your funnel and take your business to the next level. If you’d like to know more about the benefits of pairing purchased email lists with Email Lead Generation software, sign up for a free demo today.