Marketing Lists FAQs Part 2

Marketing Lists FAQs Part 2

Following on from last week’s blog, read on for part 2 of 2 Frequently Asked Questions…

Are Marketing Lists better than Searching the Internet, using LinkedIn or Directories?

LinkedIn Logo

Most definitely, and for many reasons including:

Less Time consuming. It takes time to research the internet, type out names from a directory or carry out research on LinkedIn. This time could be spent contacting your prospects

Easy to use. The lists are supplied in a standard format that can be used instantly. This makes them ideal for easy mailing, email broadcasting and importing into a CRM system

There are a variety of lists available that are easy selectable and very targeted

The lists are continually updated. Not everyone updates their profile, making directories / LinkedIn etc. less accurate

The lists often come with additional information such as number of employees, website, turnover or other such data

In many cases, directory information is under copyright laws, so copying it may be illegal

Contrary to what some believe, “publicly available” doesn’t mean “Opted-in”. Information available on the internet or within a directory doesn’t mean people have given consent to use it for marketing

What are the Rules regarding the Use of Email addresses?

Consumer email addresses AND business email addresses that contain the individual’s name (i.e. [email protected]) must have the person’s consent for them to be used for marketing.

In most cases, opted-in business email addresses are released for you to carry out campaigns yourself. However, for consumer email campaigns, the list owners often carry out the email broadcast on your behalf. This is so they can monitor the individuals’ opt-out requests.

Remember, there are specific rules which must be followed when undertaking an email broadcast to a prospect or customer list. For example, you must include an unsubscribe option. Be certain to know the rules before running your campaign.

How often can I use the Marketing List?

This depends on the lease / licence of the data. Data is purchased under licence, which means that the data is still owned by the list owner. You merely purchase a rental lease.

A single use lease means that the list can only be once use for the purpose it was purchased. For example, a single mailing campaign or a single telephone campaign.

A multi-use lease, means that the list can be used an unlimited number of times within the licence period. That said, you mustn’t abuse the list by emailing or calling incessantly. Furthermore, any Opt-Out requests need to be actioned quickly.

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Consumer data is often licensed on a specified usage, i.e. 3 x use licence. For example, it may be that you want to carry out 3 mailings over a set period. In those circumstances, you will likely save money overall. Plus, for each subsequent campaign, a fresh set of data should be provided at no extra cost.

Multiple mailings not only reinforce your message, but can also be more cost effective.

At What Point does the Marketing List become Mine?

Anyone that has specifically “opted in” to receive further marketing calls / emails from your company, or has become a customer, is deemed as your record from the point they gave consent / made their purchase. If you have not gained your own consent, the data is not yours.

What happens to the Marketing List once the lease expires?

Apart from those contacts who have given you their consent as per the previous question, you have three options. You must either purchase a new licence, purchase new data altogether or destroy / delete the data.

How is the List Policed?

Picture of flashing police car lights

Each List includes “Seeds”, or dummy records. These can either be fictitious people / companies, or existing people / companies that have a reporting relationship with the list owner. This means that any misuse of the data can be easily identified by the list owner and attributed to the licence holder. List abuse is taken very seriously and fines may be incurred.

We hope these FAQs prove useful, though if you have any further queries, please get in touch with us by calling 01274 965411 or emailing [email protected]