Email database owners using email marketing often find that third party data is a crucial component in building their email database as it offers the opportunity to reach new consumers. However it can be difficult to maximise return on investment especially as data often proves to be costly. In order to make the most of third party data you should:
- Plan goals for the response of your email campaign
Third party data gleans the best response from email marketing if you avoid a sales pitch in the first message. The first communication with a customer should focus on response as the primary goal. - Offer something in exchange for data
The amount of information you ask for from recipients should be balanced with what you are offering them – the more data you want to collect, the better reward you should offer. - Choose your list carefully
Ensure marketing list quality by investigating a list’s source, age and collection method. Some data can be captured cheaply and illegally – not only preventing your email campaign from being a success but also landing you the wrong side of the law. - Segment wisely
Use targeted demographics to make the most of your email campaign. A message that is sent towards anyone and everyone is costly without good ROI. - Suppress wisely
By adding competitive domains to your suppression list, you can avoid letting competitors see what your email campaigns are like, and which clients you are working for.
