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[zz]Should I Buy an E-mail List?

2010/04/13
看到这条消息时,跟看到Y-Combinator投资eTacts时一样小激动了一把,有跟上世纪革命时找到马列主义一样“终于找到组织”的感觉,也好应付没出息的投资人的疑问。
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Should
I Buy an E-mail List?

Inc.com 作者:Howard
Greenstein

A Startup Toolkit reader wrote asking “Should I buy the email list of
a local business in my industry that’s going out of business?” My
initial gut feeling was “No,” as they didn’t generate the list, and it’s
not a good idea to “drop in unannounced.”

I like to bounce these things off people in the industry first, so I
contacted Keith Moore, Chief Marketing Officer at iContact. Keith agreed, “If you want to
utilize a list, have the owner handle sending a mailing on your behalf.
You don’t have the trust and understanding of another firm’s customer.”
So, my reader could work with the list owner to create an agreed-upon
note that would introduce the competing service, and invite the current
customers to join in.

Keith and I discussed the best practices involved. “Have the
invitation go to a page on the company site where you can invite them to
your list.” It has to be a normal, opt-in form. “Good mailing list
management means always being clear and upfront with your customers.
Don’t abuse the right to email them, and you’re more likely to keep them
as happy customers.”

The other question the reader had was “How much do I pay for the
list?”

My suggestion was “Pay for success.” In other words, if the list has
5,000 people on it, don’t pay for all of them. Let the
going-out-of-business company send a mailing or two. Most email list
software can let you segment your responses into a new list. Count the
customers that are still with you in a month or two, and pay for those
that are now your customers. Now you’ve gotten some valuable, opt-in
customers, and you can give back some consideration to the person who
provided the leads. Base the compensation around what your current cost
of email acquisitions are. If you don’t know that number, think about a
cost to get people to sign up at an event or trade show in your
industry. Make sure the person with the list is comfortable with your
calculation and your proposal. And good luck.

What’s your email acquisition strategy? Let us know.

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