Building quality marketing lists had always been the bane of our existence at RSW/US.
Not any more. Not since our launch of RSW/Lists, the first guaranteed accurate, self-service list sales website in the country.
We would subscribe to different services and no matter the service, the quality of the marketing lists we’d buy were never up to snuff. Email addresses were wrong, people were no longer there, and addresses were incorrect.
Agency clients that would sign on with our outsourced lead generation service would come to the table with lists they had purchased from groups like The List or Hoovers or other list resources and more often than not, they would prove not too terribly useful for our programs.
Today, we hire people that not only know how to track down contact information for marketing prospects, but they know how to dig deeper into the contacts they build for our agency client programs, so they are not only accurate, but great fits.
So now, rather than worry about how clean or not clean lists from other list resources are, our Account Execs on our list team know lists are industry-leading 90 day verified. This gives them the ability to actually think about the companies and prospects they are selecting – and determine if they are right fit for their agency clients and their agency new business programs.
For those agencies building their own program and managing it inside, you too need to start your programs with well thought out lists. Buy big bulky lists from other list providers and you risk send suppression if lists are bad.
And when you buy big bulky lists or sign on with high monthly subscriptions, you’ll often get a lot of garbage that really provides no value to your marketing program.
Our experience at RSW/US is that sending out huge numbers of emails to a large database of unknowns doesn’t get you very far. In fact, more often than not, big email databases often perform at lower levels than a more controlled outreach to prospects that are fine tuned to meet the needs of your marketing firm.
So next time you’re in the market to build up a very targeted, very precise list of prospects, give RSW/Lists a try.
Author: Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.