Sometimes when people start thinking about building their own list, they get impatient. They know it will take some time to write the squeeze page and set up an auto-responder series. And once that part is complete, they still need to drive traffic to their squeeze page to build their list.
Then these folks see what seems to be an easy solution: buy a list! And they wonder, “Why, build a list when I can just buy a list?”
For starters, some of these offers (like the “buy a list of one million email address” offers) are totally bogus. If you actually purchase one of these lists and start sending email to them, you could lose your ISP, your email, your web host, your domain name, your payment processor and everything else associated with your business. That’s because some of these firms are scraping addresses from around the web and selling them, meaning you’ll be spamming if you use them.
One legitimate alternative, however, is to use a co-registration company. This is a company that asks visitors who’re signing up to one newsletter if they’d like to receive additional information on a related topic (hence the name co-registration). This is how the co-registration company generates targeted, opt-in leads, which the company then sells to marketers.
However, since most companies sell these leads to multiple marketers, these leads end up on various mailing lists. And that means these leads could get inundated with offers, which makes the leads less valuable to you. Plus, since these subscribers weren’t specifically asking for information from you – meaning they didn’t ask to join your specific newsletter – these leads aren’t as responsive as the ones you gather yourself.
Bottom line: Buying co-registration leads is more like a traffic generation strategy as opposed to a straight list-building strategy. If you do use this strategy to build your list, be sure to follow these tips…
- Find out how the leads are collected. Some companies will actually collect leads specifically for your newsletter, but of course these are more expensive. Others collect highly targeted lists. Avoid the untargeted lists, and RUN from any spammers.
- Ask how fresh the leads are. The more recently they were collected, the more responsive these leads will be.
- Find out how many others will get the leads. Obviously, the fewer marketers who receive the leads, the more you’ll pay for the leads. If you pay less, then the leads will be less-responsive, because they could be inundated with offers.
- Make sure you’re dealing with a reputable company. In other words, look for an established history and high praise for other reputable people. If you don’t see any of that, you might just be dealing with a company that scrapes email addresses (AKA spammers).
- Find out if the lists are cleaned. That is, are bounced email addresses, duplicate addresses, and obviously fake email addresses pulled from the list before you buy it?
- Keep these leads separate from your own leads. Since these people don’t know you, you need to warm these leads up by sending them relevant, targeted emails. It’s better if you keep these leads separate. Indeed, you may have a goal of getting these leads to join your regular mailing list (and discarding any leads on the list that don’t join your list after you’ve sent a few emails).
As you can tell, buying and using co-registration leads is really an advanced strategy for experienced marketers. If you don’t have any experience under your belt yet, file this strategy away and don’t use it until you thoroughly understand the process and how to research the company.
That’s it for this time.
Next time we’ll return to talking about building your own list, starting with the topic of choosing an incentive.
Author of Fiction, Non-Fiction Books and step-by-step Lessons
MISSING Brenda Johnstone was last seen coming out of Ponders Pub. She said goodbye to her two workmates after saying, she would see them at work tomorrow, started to take the fifteen-minute walk home carrying only a handbag. Her father employed Johnny Stevens, A private investigator. A suitcase of her clothes went missing the day she left home, but Brenda had not taken them according to her family. Brenda had not turned up for work since she disappeared. Was she, abducted or did she leave home, of her own free will that, is what Johnny Stevens had to find out?
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