August 22, 2019

10 Do’s and Don’ts of Email List Rental

By Quenton Koch - Associate

Reaching out to current and new customers can be a daunting task for a growing business to undertake. Buying an email list is a great option for many businesses. However, for business owners that would prefer not to lay-out cash for high upfront costs, renting a list is an efficient and safe alternative 

Renting an email list gives you the ability to reach customers through a third-party owner of the list, who will distribute your email message on your behalf. While owning an email list allows you to use the recipient's email address as much as you like, an email list rental is for a single email campaign. It can be tricky task getting your message across to potential customers and finding the proper vendor for your specific emailing needs. Here is our list of ten do’s and don’ts to get the most out of your list rental. 


1. Get straight to the point.

Focus on your customer’s problem that needs solving in either the subject line or in the first few lines of the email. The earlier you address a customers pain points, the more likely they will read into what you are offering them as a solution. 

2. Research your email list broker’s reputation. 

The worst outcome of renting an email list is paying for a broker that has a poor sender reputationUsing a disreputable broker could prevent your emails from even reaching the inbox of potential customers. Don’t let your hard-earned money go to waste. There are providers you can use that can check if a broker’s IP address is likely to get delivered. 

3. Communicate your segmentation needs. 

Know your segment. Make sure you thoroughly understand what segment you are trying to reach with your email campaign. You should be able to clearly explain to your list vendor who you are targeting in your email campaign. 

4. Establish a retargeting and opt-in email list.  

Web cookies are your best friend. Using cookies on web pages that link from your email will let you market to visitors wherever they surf the webAlso, you can add web form on your landing page that lets visitors enter their email addresses to subscribe to get more information or to gain access to an enticing offer. 

5. Investigate how the email lists are compiled. 

Check the broker’s website to see how names are collected. It is possible that the same mailing list is brokered as a different name under a different broker.1 Understanding where the list comes from prevents mistakes like paying for the same email list through different brokers. 


6. Don’t copy and paste your standard emails. 

Your current customers have seen your boilerplate emails. To catch their eyes, you need to be creative. Unconventional, attention-grabbing emails will stand out from the rest of the crowd—it may prevent you from automatically falling into the email pit of despair: the trash bin. 

7. Don’t write lengthy or wordy emailsmost people will not read them. 

On average, people spend only 11 seconds reading sales emails.2 Viewers eyes are most drawn to the headlines, the first two lines of text, bulleted lists, and the blue underlined links in emails. Be concise in your email. Try to keep the subject line under 60 characters, and paragraphs should be no more than 3-4 sentences with less than 20 words per sentence.3 

8. Don’t use your website homepage as the landing page. 

The landing page from the email should solve the problem or relate to the product proposed in the email. Each of your email campaigns should use a specific landing page. That way, you can track the performance of separate campaigns from the click rates of each landing page. 

9. Don’t trust brokers who over-promise.  

Some email list brokers will try to persuade you to use them by guaranteeing click-through rates and open rates. Instead of offering false promises, brokers should be transparent about their historical email list data from previous clients.  

10. Don’t compare the raw data results between vendors.  

Different vendors will collect data in different ways. For example, if one recipient opens a link on an email ten times, does a vendor count the stat as one click or ten? Ask to understand their method of data collection, then you can compare numbers given an even benchmark between vendors.

Now that you’ve learned the ten do’s and don’ts of email list rentals, go out and master your next email campaign. Your potential clients are waiting for your message to hit their inboxes!  

Learn how Infogroup can help you meet your list rental needs. Contact us