I've been reading Litmus' awesome email book this week & came across this 'lil nugget of marketing gold that I think is particularly important for associations to know & adopt:
"There is one more way to obtain subscribers: buying or renting ists. There are a number of companies that collect and sell email addresses, usually at very large volumes. While it may seem like a great way to quickly gain subscribers, these lists are, without fail, of terrible quality. The likelihood of those subscribers actually receiving and reading your messages is almost non-existent. When you buy or rent a list, you're actively becoming a spammer, since none of those people signed up to receive your emails.
Although it can be frustrating to build a list from the ground up, doing so ensures that your list will be specific to you. Your email program will be all the better for it."--Jason Rodriguez, Modern HTML Email
Many of our clients get annoyed and exasperated at the idea of growing email lists organically because it doesn't feel like they are DOING anything and it takes TOO LONG. We get it, but today's world is about quality, not quantity. When we focus on growing lists organically, we need to ask ourselves if we're using the following:
If the answer to any of the above is 'no', the big question is why not? Email marketing must be integrated into an omni-channel communication strategy, and if it's not? Contact us because with email being association's #1 way to communicate, you can't afford to get it wrong.
In fact, this is exactly why we created our Optimum 5 program!