Why “Where can I buy a list to boost my database?” is so the wrong question…

In a nutshell:

Before you buy in a third-party list, check: are you making the most of the program you’ve already got?

Look to build your list organically instead:

• Create something worth subscribing to and communicate its benefits clearly

• Make it really easy to subscribe from your website – build email subscription into your web template if possible

• Consider an audit of your subscription process and goals

• Don’t collect info you’re not going to use in the next 12 months

• Maximise your engagement with people when they’re paying most attention – at the start of the subscription process

• If you’re giving something away, don’t forget to capture data

http://www.youtube.com/watch?v=bveRm4kgx24

I’m always being asked:

Do you know places where I can add names to my list?

Do you know where I can buy lists to boost my database through third-party acquisition?

This is the wrong question, and it usually comes from people who have no need of the magic bullet of list acquisition. Big brands that spend a fortune on their website and getting you to remember the url. Retail outlets with annual footfall in the millions…Yet these brands often have websites that have not been built with list building in mind. The situation is made worse by the fact that their email programs are so self serving – giving little reason for website visitors to sign up.

The fact is that businesses like this are missing opportunities to transact with and get people to sign up to their list every single day. It’s incredible when you contrast how much is spent on getting people to remember URL’s or find companies through search, with how little is spent on email – the most cost effective way of getting customers directly to your site.

Make more of your existing list

So in our view the answer to the question about third-party lists is: don’t. Instead, think about making more of your existing list by building names organically, creating a newsletter program worth subscribing to, and making it ridiculously easy for people to subscribe from your website?

An audit of the whole subscription process can be very useful here. It’s the moment to ask: Is this newsletter programme truly valuable? Is there really any point someone signing up to my email at the moment?

As part of the audit process, look at your goals. Do you want to build a list quickly or do you want to amass lots of information for segmentation later?

On the latter, our view is: don’t collect a single piece of info you’re not going to use in the next 12 months. You’re better off collecting just email addresses than asking for too much information if it means fewer people sign up.

Use the website to promote the newsletter program

On the website, you need to build in email collection points everywhere – build email subscription into the website template, if possible.

And if you’re going to give something away, build in data capture. I’m constantly amazed by how few viral campaigns include data capture. What a waste!Your subscription process should make sure everyone understands precisely what they’re going to get – sell the value of the email program. Include a well considered welcome programme, to capitalize on that window of maximum engagement – at the start of the subscription process.

After all that, it’s highly unlikely you’ll be asking about third-party lists any more because you’ll be doing a far more effective job growing your list organically…