Assessing the Value of Targeted Leads
Not all targeted leads sold by list brokers are created equal. When leads are targeted, it means that these individuals have, at some point, requested more information on your company, a service that you offer, or your industry in general. Each company that sells these leads has a different set of inclusion criteria, which can help determine the quality of the leads they will supply. Any business owner or manager who is charged with list purchasing should be armed with a few basic questions that will shed light on the quality of the lists that each contact supplier sells.
Did each of the names on the list opt-in to receiving updates? When a list is composed of opt-in contacts, it means that each person explicitly stated that they would be interested in receiving promotional emails at the address given. These individuals are far more likely to read the emails that they are sent and are less apt to opt-out after receiving your initial outreach.
What were the search terms used in finding these individuals? Those names garnered through email searches closer to your company’s area of expertise represent the highest likelihood of conversion. For example, if your company specializes in auto loans, prospects who were specifically searching for car loans are much closer to your target audience than those who were simply seeking information about new car models. Most list sellers will share their keyword information with clients if asked.
How many times has a list broker sold this set of names? Some of the most popular lists may been sold dozens or even hundreds of times. Though exclusive contacts may be out of your price range, it is still wise to shy away from contacts who seem to have been oversold. If your emails will be among dozens that the recipient receives each day from similar companies, it is far less likely that they will convert.
By vetting all the lists that lead generators offer, business owners can help ensure the return on investment they are counting on. With just a few simple questions, one can quickly determine the quality of the targeted leads they are offered before sending out a single email.
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