Thursday, March 7, 2013

Buying E-Mail Lists Is Risky, Short-Sighted Marketing

Warning: Buying an e-mail list can be hazardous to your marketing health. Many businesses are enticed by the notion they can quickly and inexpensively spur e-mail marketing success by purchasing an e-mail list for unlimited blasts. A recent MarketingProfs.com article spelled out how dangerously short-sighted that can be. There are two big risks to your business. First, you can damage your "sender score," an algorithm based in part on your company's e-mailed ratio of bounces and spam reports, which are naturally higher in purchased e-mail lists. With a low sender score, even your mail server's non-spam messages to customers can end up filtered into the trash instead of inboxes. Second, you can get blacklisted, so all your e-mails are blocked. Purchased e-mail lists can contain spam traps or defunct e-mail addresses that trigger blacklisting. B2B companies need to be especially careful because many corporate domains use spam reporting services, such as spamcop, to identify and block e-mails from blacklisted senders.  What's the alternative to list purchase? Use an inbound marketing strategy focused on good content to attract opt-ins from traffic to your web site, blog, e-letter, or webinar. Increase opt-ins by giving choices in the type and frequency of electronic messaging, and by offering a clear benefit to e-mail subscription, such as e-mail-only discounts. The organic opt-in approach will take longer, but it will create a marketing database of long-term value. For more ideas on opt-in building, see the full article at http://www.marketingprofs.com/articles/2013/10205/how-to-gain-subscribers-without-buying-email-lists

Tuesday, March 5, 2013

Marketing That Finds the Pain Will Find Sales, Too

A direct mail or print/digital ad message that finds and presses prospects' pain points can drive sales. It's certainly not a new idea, yet it is not as commonly seen in direct marketing as you'd expect. A recent blog post by Chris Lakin found that, in his quick review of ads and direct mail pieces, only one in 35 appealed to a pain point -- even though fear-based and pain-based marketing is a proven tactic; in fact, research shows people move away from pain faster than they move toward pleasure, he notes. To help you become the one in 35 who offers a cure for prospects' fears, headaches and expenses, and so wins more sales for your company, Chris provides a few useful tips and examples, including words to use in headlines and messaging. So feel the pain at your next brainstorming session with some help from his blog post at http://blog.mailprint.com/index.php/3405/how-to-use-the-pain-funnel-to-drive-greater-direct-mail-response-2/