13 tips for choosing the right email marketing lists

Find your road in the jungle of email lists.

Certain mailing lists are created as originals, supplied and maintained by their publishers; most of them are compilations, created from other sources. Others are created on the basis of surveys, investigations or competitions; they may also be direct mail lists of declared or established behaviour (buyers or subscribers).

What market segmentation criteria do you use?

The following at least are essential: the address, the type of activity, turnover and level of employment. Take care with professional activity: a company may have declared a primary activity and another, secondary activity, which business life has reversed. Certain, more expensive mailing lists, also give you access to more detailed financial data. At the very least, good lists use the data formatting standards.

Use the right unit of scale.

Do not extend your communication target indefinitely. The further you go from your "core", the more the reactivity of your email campaign will drop.

Test your new email lists.

Don't take risks. Are you sure of the "compatibility" of your list with your message? Run a pilot campaign and test your list together with your message on a representative sample.

Do you have the proper consent of the recipients?

Business-to-consumer (b2c) communication demands "clear, explicit, prior and informed" consent to receive advertising by mail (opt-in principle); business-to-business (b2b) communication may content itself, depending on the countries, with opt-out conditions. Do you know how the data was gathered and what is the legal status of the contacts?

Is the email-marketing list open-ended and maintained?

Fight obsolescence. 10 to 30% of the data concerning a person may expire every year, not only preferences or behaviour, but also function, address, etc.

Skimming or high penetration?

Lower priced, "light" mailing lists are better suited to a skimming strategy but certainly not to a high penetration policy. For this, give priority to quality lists, with recipients addressed by name within the context of their job.

Collate and clean up the e-mail lists before use.

Never forget to de-double your lists before use and remove de-subscribers or prospects from a previous campaign, etc. A good routing contract means that you only pay for the recipients actually contacted.

What market share of your target does the email list represent?

There are many micro-lists in circulation, but what is the use of it if you cannot attain more than 10% of your target?

Make sure that the e-mail list is not over exploited!

Addresses that are hired several dozen times every week must lose their speed of reaction and click-through rate.

Segment your direct mail lists for customised communication.

Ten highly customised messages will always have more impact than a general text sent without nuance or subtleties.

Guarantee of delivery

The delivery rate of a good mail list should be better than 90% or even 95% (excluding firewalls and anti-spam software).

Don't forget your in-house lists.

There is nothing better than a carefully qualified, well maintained file of customers or relations to obtain the best results.

Our databases are original and not merely compiled and exchanged! What level of quality can you expect? Our databases are alive and are maintained on a daily basis. Furthermore, they are enriched thanks to our partnerships. Finally, the data are checked manually.