Published By:
610

How many emails soliciting lead lists do you receive on a regular basis? I receive about two to five in my inbox per day. While tempting for some, email lead list services do more harm than good for a brand. For many people, receiving unsolicited email is darn right offensive and intrusive.

For many people, receiving unsolicited email is darn right offensive and intrusive.

Unfortunately, companies are still paying big bucks for leads and using them for marketing and sales. The health care industry alone spends well over $150 million per year and SaaS companies are dropping more than $100 million. It’s clear that the leads industry makes billions of dollars per year. So, a whole bunch of marketers are still buying email lead lists.

Maybe if they knew the 10 dirty little secrets about the industry below, they’d reevaluate their outbound efforts and consider attracting their own leads through inbound means.

1. According to the FBI’s Mass-Marketing Fraud: A Threat Assessment, international organized criminal enterprises use the same lists for scams and identity theft that companies buy for legitimate business. In other words, every person on most lists is a potential target for fraud.

2. If the lists are built correctly, buying and using them may not be a CAN-SPAM Act violation. However they can still violate Canada’s Anti-SPAM Law and TCPA.

3. Sending unsolicited emails to purchased lists will harm the sender’s email deliverability and IP reputation.

4. People on a purchased or rented list probably don’t actually know your brand. Lead lists leap frog the nurturing of demand generation and can damage a brand’s image. By sending unsolicited emails a company can actually ruin their chances to ever do business with some of the qualified people on the list.

5. After a thorough review of an incalculable number of complaints on RipoffReport.com – up to 85 percent of leads contained within a purchased list are undeliverable garbage.

6. According to MLMLeads.com, many vendors collude with each other and exchange lead lists. This allows them to call them “new” leads when in actuality they’re old and cold.

7. According to our vice president of client solutions and success Marty Muse, companies that purchase lead lists can expect three to five competitors to have the same leads.

8. Many use PPC to capture the leads they sell using the same keywords their customers and prospects are already paying for. They’re making industry PPC costs higher by increasing the keyword competition and cannibalizing the SERPs.

9. Even if companies say the leads sold are exclusive and unique for each customer, it’s likely they are not. Expect three to five competitors to have the same lead.

10. The first one to the lead has the best shot. A client that receives a lead today likely did so because a competitor whose contract is coming up got it yesterday. In other words, many vendors play entire industries based on timing and perceived customer satisfaction.

If the amount of time, energy and resources spent on outbound lead list marketing was instead used for inbound marketing, companies purchasing these lists would avoid all of the potential risks mentioned above. They’d also own their own exclusive lead lists and the latter stages of their sales funnel would be much more robust. If you’re still buying lead lists, check out this earned media case study – it shows a quick and powerful way to diminish the need to ever purchase lead lists again.

Image credit: val.pearl

revcontent-98%-of-sites-get-denied-are-you-in-the-2%
610

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.