“You Can’t Buy Email Addresses”

episode #537  November 22, 2020

GUEST: Lorraine Ball | Roundpeg and Digital Toolbox

Email does’t work like direct mail. You cannot buy email addresses. 

the episode

If you want to run a direct mail campaign, you can buy a mailing list. There are reputable sources for addresses and phone numbers of local homeowners and businesses. And the lists are relatively current, and you can target them down to a single postal route. And that’s a great strategy for direct mail.

There are several reasons why this doesn’t work for email. The most important reason is that email lists need to be permission based and those are simply not available to purchase. Unwanted direct mail simply gets tossed in the trash, but the risk of an unsolicited email is that a spam complaint is filed.

If you’d like to know more about building a permission based list, check out the email resources at the Digital Toolbox

 

about the marketing minute

Each week, host Lorraine Ball shares just a few words on a marketing topic. She boils down creative ideas, practical tips, and decades of real-world experience into a mini podcast which is always less than two minutes.  

Look for these mini bits of marketing inspiration every Sunday. Then come back and enjoy the longer interview every Wednesday. 

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