Marketingsherpa Blog » B2B Email Marketing: Why renting third-party lists is among the worst tactics
I heard an offhand comment the other day from an agency marketer who said most of her B2B clients focused their email marketing on rented third-party lists (despite her advice). I thought to myself, “Really? That can’t be very effective.” I looked at some data and found I was right.
Although 46 percent of B2B email marketers use third-party lists:
Only 11 percent score the tactic at “four” or “five” on a five-point scale of effectiveness, with “five” being the most effective, according to the MarketingSherpa 2011 B2B Marketing Benchmark Report.
57 percent score the tactic at “one” or “two”
These numbers almost completely reverse when we look at B2B marketers emailing to a house list. About 95 percent of B2B email marketers send to their own lists.
67 percent consider the tactic a “four” or “five” in terms of effectiveness on a five-point scale, with “five” being the most effective.
5 percent consider it a “one” or “two”
For me, these stats help underline the point that high-quality email databases are workhorses in marketing departments, and that marketers need to steer away from thinking about email marketing as advertising.
Love and Respect Your Audience
To elaborate on a point that Brad Bortone made in yesterday’s post, I would like to emphasize that effective email marketing is based on relationships. These relationships hinge on expectations, promises, and trust.
This might sound like fluffy marketing-speak, but bear with me. Specifics are coming.
First, people have expectations when they opt into your email program. You need to clearly set these expectations during the opt-in process by describing: