Notes

Email List Rental - Who Can Benefit From It?
There is an alternative to email list rental. The opportunity to leverage both the power and the permission-based relationship that a publisher has with his email list subscribers and the ability to take that same relationship and email list rental to the internet marketing ebusiness you own. With the right tool, and with the commitment, you can create massive residual income streams with your email list rental offerings. And, the best part about it all, once you do create such a stream with one of these web-based business opportunities, you are able to duplicate that marketing message with virtually any other web-based business opportunity.

The challenge with email list rentals is two-fold, the first being the problem of getting your messages into the hands of the people who are most likely to be interested in your offers. This typically becomes more problematic with email list rentals where you are renting your lists rather than purchasing them from a list provider. When you purchase your lists, you generally pay for them in a bulk quantity, and then must divide those numbers among your list subscribers. The resulting offer is a large number of individual emails, which you must sort through and deliver only to the recipients that actually are interested in your offers.

Consequently, there are more chances that these emails will end up in the trash than if they were rented from a professional marketing network. It's a similar story with respect to email list rental on the web. If you are marketing an affiliate product, the possibility exists that many of your prospective customers will have received similar marketing messages from a number of sources. It's not likely that your potential client owner will want to open each and every promotional email that comes into their inbox.

The second challenge with email list rental is that you must either use a formulaic method to calculate the probability of an interested recipient opening each of the marketing emails or choose a different way to calculate your ROI. Many publishers have chosen to base their statistical calculation on "open rates" - the percentage of published emails that receive a response from a subscriber - rather than on the actual number of emails opened. Because publishers recognize that some open rates are likely to be random and an advertiser may get lucky and open several messages, publishers have chosen to treat "average" open rates as part of their statistical method of calculating a ROI.

Fortunately, most Internet marketers have decided to avoid this complication. Instead of having to make do with a single number to calculate their return on investment (ROI) for email list rental, marketers have learned that they can obtain much higher conversions when they use multi-list marketing campaigns. Multi-list marketing campaigns involve a variety of different email lists, often many of which are available for rent at the same time. The best of these marketing campaigns are set up so that you only pay for the emails opened by your subscribers - not the ones that just received your messages.

A good example of a multi-list marketing campaign is a search engine optimization (SEO) campaign. A publisher that manages its own SEO program can easily and very efficiently increase the amount of traffic it brings to a site by renting a list of high-quality, targeted subscribers. When these subscribers visit a particular web page and find an advertisement for a service or product that matches their needs, they can quickly sign up for your online newsletter, complete a registration form, and subscribe to your email newsletter. Because you manage your own SEO program, you don't need to rely on outside help to manage your subscribers, track visitor activity, and evaluate the performance of your SEO program.

The final category of people who could benefit from email list rental are advertisers who need to buy large amounts of addresses. This is especially true if you are selling products or services that are difficult to come by, such as membership sites or e-books. If you outsource the management of your lists, you won't have to worry about managing your own inventory, which could be a hassle. However, you might want to keep some addresses yourself so that you can offer targeted promotions to members of your email list. Even if you don't buy your own addresses, some webmail providers offer email addresses as part of a subscription to their service.

If you're planning on using email list rental to expand your marketing efforts, it's important to remember that you must always plan carefully ahead of time. Make sure that you have enough email addresses before you make any commitments, and always check with each webmail provider to see if they provide a consistent list of e-mail addresses that you can use. You can also ask other internet marketers what they recommend for their own list management, so that you'll know what to avoid when you do decide to rent out your addresses.
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