Many companies use rented email lists for customer acquisition as part of their online marketing efforts. The cost per thousand (CPM) to send emails is typically much lower than direct mail marketing or postcard marketing campaigns. Yet even the least expensive online marketing campaign costs too much if the majority of emails sent never get to the recipients. That’s a real concern when using rented email lists. Many companies renting lists insist that they deliver the emails. This keeps the email list within their control, and prevents unauthorized use. But it also prevents the company renting the list from using their own software to ensure delivery and monitor results.

Sending emails out through a third party delivery system can be tricky to manage. Your email signature design also matters to some extent, so never forget to mention it when you are sending. Here are the steps to take to ensure maximum delivery of all your emails when using rented email marketing lists.

Design an Email for the Preview Screen

Whether sending an email out through the company’s system or a third party system, creative and graphic design is a critical component to boost response rates. Most people view emails on a preview screen such as the one used in Microsoft Outlook. Consumers also scan emails on Blackberry or TREO devices which allow only the top portion of an email within the device’s viewing screen. Always design the top portion of an email for maximum impact. It takes only a few seconds to capture attention or have a customer press the “delete” key. Test and retest creative until the response rates support the graphic design choices.

Avoid Spam Triggers in Email Subject Lines and Body Copy

Major email carriers such as Yahoo and AOL now have sophisticated programs that comb through thousands of mass emails daily searching for spam. Carefully review the subject line and body copy and avoid the following words that typically trigger spam filters:

• Including the word FREE or any variation such as F R E E or free, etc. Even though this is still a powerful word to use in direct mail or postcard marketing copy, using it in email subject lines or body copy almost always blocks an email unnecessarily.
• Using dollar sign symbols in an email. This is another mark of a spammer or an amateur.
• Using of the words “click here”. One or two uses in the body copy may get by, but too many also brands the email as spam.
• Incorporating the words “offer” and “limited time offer”. More and more, marketers are finding the word “offer” also suppresses delivery of emails.
• Adding many exclamation points or other symbols.

Send Out Emails Over Several Days

Another trick used by sophisticated marketing departments is to send mass emails out over several days rather than attempting to send them all out within an hour or two.Sudden surges in email are flagged by Yahoo, AOL and Hotmail as potential spam activity. While the volume trigger number keeps changing, the general rule of thumb is to space blast emails out over the course of days rather than hours.

What to do if Email Response Rates are Poor

Despite following the best advice, email marketing campaigns sometimes fare poorly. If the results aren’t meeting the marketing campaign’s goals, check the following and try resending the email.

Analyze and adjust:

• Offer: Was the offer compelling enough? Was it properly targeted to the audience? Is it interesting?
• Timing: Was the email sent during a holiday or during a time when breaking news, such as hurricanes or tragedies, took people’s attention off of their in boxes? Testing weekdays versus weekends, evenings versus days are all reasonable strategies to improve email response.
• List: Was the list effective? Can it be tested against a house list or another rented list?
• Creative: Did the email follow best practices in email design? Was the top portion maximized for a small preview screen? Did all the links work?
• Tracking: Were links properly set up for tracking? Sometimes poor response rates happen because links in the email didn’t work or tracking mechanism were faulty.

Renting lists offers companies and small businesses the opportunity to acquire new customers through inexpensive email marketing campaigns. As long as the lists are opt-in, and customers have chosen to receive marketing messages, they are rich sources of new customers. Maximize the contact opportunity when sending out emails through rented lists by following simple best practices