Buying vs. renting lists

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 9/27/10

Consider all the options before choosing between renting or buying an email list

It’s a decision every marketer faces at some point: Rent an email list or buy it? There are pluses and minuses for each option—and just as many reasons for avoiding both.

Buying an email list gives marketers complete control, allowing them to slice and dice data to create segments and append that data to get better targeting. Rental services, on the other hand, take the onus off the marketer to ensure deliverability and are much cheaper—some experts say rental can cost 1/10th of the price of list buying.

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