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When an email marketer contracts a third party to help them send email messages to their list in the bid to increase their reach, the tactic is called list rental. It is not one of the best practices in email marketing because it targets subscribers without their consent.
List rental is a controversial tactic in email marketing that involves renting or purchasing a third-party email list to send marketing messages to a wider audience. In list rental, the email marketer contracts a third-party vendor who owns the email list to send emails on their behalf, hoping to increase their reach and generate more leads or sales.
However, list rental is not considered a best practice in email marketing because it can lead to several issues, including low engagement rates, high complaint rates, and even legal violations. One of the main concerns with list rental is that it often targets subscribers who have not given explicit consent to receive emails from the marketer, which can lead to high complaint rates and harm the sender’s reputation.
In addition, rented email lists are often of poor quality, with outdated or inaccurate information and a high number of inactive or invalid email addresses. This can lead to high bounce rates, low open rates, and poor engagement rates, which can harm the sender’s reputation and deliverability rates.
Instead of relying on list rental, email marketers should focus on building their own high-quality email list through organic means, such as opt-in forms, sign-ups, and other permission-based methods. This ensures that the subscribers have given explicit consent to receive emails from the marketer and are more likely to be engaged with the content. By building and maintaining a high-quality email list, email marketers can improve their engagement rates, maintain a positive sender reputation, and ultimately achieve better results from their email marketing campaigns.
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