The New Rules of Lead Generation

Step 2: Select and Target Your List

Again, e-mail marketing gives you two options to acquire a permission-based mailing list of potential customers. You can buy a list from a list owner like ZoomInfo or InfoUSA. These companies will compile a targeted list of customers for you, based on target demographics that you provide. Or you can rent a list from a company or publication that services or is associated with your target market.

A purchased list will often be less expensive, but the names, contact info, and targeting on the list will often be less accurate. A rented list will be more expensive but may be more cost-effective in the long run. The people on a rented list usually have a more direct relationship with the company or publication that ...