6 Easy Ways to Build Better Email Lists

Two of the most common questions I hear from VAR sales reps and managers are, Where can they find a good email list? and, How can they be sure it’s not full of useless email addresses?

They’re valid questions. After all, there are numerous risks associated with purchased lists, not the least of which are their generally high bounce rates (upwards of 40 percent to 50 percent) and the likelihood that the prospects on those lists don’t really want to hear from you. In both cases, the harm to your brand (and your credibility) greatly outweighs the potential benefits.

With that said, I wanted to share a few thoughts on how the best email lists are developed organically:

1. Through nurturing and lead generation activities: When you engage in social media, nurturing activities, SEO and Adwords, those mediums provide forums for you to drive people to your website, start a conversation via a social channel, attend an event you’re hosting and add people to your list.
2. Membership organizations: Whether it’s through industry associations, peer groups or networking events, these types of organizations provide an excellent means for collecting contact information. Generally, people will update or provide their own information because they want other members to have easy access to them.
3. Shared lists: By finding a peer who targets a similar microsegment with a non-competitive offering, you may be able to forge a partnership in which you promote each other’s lists. This happens frequently with IT vendors who are collaboratively hosting events featuring one of their solutions.

Of course, those aren’t the only options for building an email list. They’re just (in my experience) the best ways to build quality lists with relevant, high-value contacts.

If you’re looking to supplement your email list with a greater volume of contacts, there are a few other tactics you might want to consider, as well:

1. Research the web and build your own: Increasingly, we’re seeing companies comb LinkedIn, Zoominfo.com InsideView.com and other websites for contact information, and then follow up with companies to confirm the validity of that information. This approach is time-consuming, but it can be effective.
2. Purchase lists: There are numerous companies that sell email lists, but you need to be careful about which vendor you buy from and how much you spend. Prices typically range from a few hundred to several thousand dollars depending on list specificity and size. One warning: Expect higher bounce rates with these lists and negotiate for that issue when you purchase.
3. Trade information for information: Sites such as Data.com’s community give you credit for providing contact information for companies you’ve worked with in the past. As you earn credit, you can use it to acquire lists for free. These services generally have a fee option as well, and the data integrity is dependent upon users keeping it current.

Again, I’d advise VARs to use those three options sparingly and instead focus on the first three organic tactics I mentioned. At the end of the day, you want to strive for list quality over list quantity because pushing your messaging out to unwitting, uninterested or unsuspecting prospects will only damage your credibility.