An "expired" list may be cheap to buy, but may cost your company more in the long run with poor response rates. Do a thorough review of mailing list details before choosing any one.
Run a test mailing
Sending multiple versions of your mailing to different subsets of the list, looking at the results, then sending the most effective version to the rest of the list.
Plan ahead
If you're expecting to purchase a mailing list, have a plan of action in place before you get it. If you have the general makeup for the deliverables, your timeline, and your delivery method, you'll be well prepared to put the list to work for you immediately.
Don't be seedy
Only use the list as much as you and the broker agreed to. Brokers monitor how many times a list is used by including "seeds" - fake names that go to a real address controlled by a mail monitoring service.
Heads up!
Avoid e-mail lists that use "gibberish" characters or trick IP addresses to circumvent spam filters. Legit opt-in lists don't need to resort to such tactics.
- Article by Wale Bello
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