Most studies agree that your email list will suffer an annual 30 percent attrition rate. If you hope to grow your list by, say, 20 percent a year, added with attrition, you now need a lead generation program that will net you 50 percent new names per year. We are all looking for innovative and creative paths to growing our lists, and while we’ve published a few eBooks on the topic with myriad fodder, our best efforts have consistently come from those that include direct mail.
As most of you know, renting, purchasing, borrowing and partnering in order to email clients in a lead generation effort is fraught with risks ranging from simply annoying your customers to losing sending privileges through your ESP. Though many claim that a mailbox full of junk mail is akin to an inbox full of spam, the effort it takes to remove oneself from a direct-mail list just seems too burdensome for most of us and we will continue to allow a company to burn through paper and postage despite our complete lack of interest in their message well beyond our initial feelings of annoyance. Whereas with email, the spam button, unsubscribe link or reply email is simply far too easy and thus instills extreme power and often unwarranted indignation when a brand should dare email us any type of unsolicited content. We’re not only quick to unsubscribe, if it happens again, we’re likely to fire off an irate email and even go so far as to report them to their ISP or ESP. This can cause permanent damage to the brand and inhibit their ability to send future emails.
Given these risks, we’ve found that the best way to approach lead generation is through the combined use of print and email. Rather than hazard the acquisition of a list of persons who did not specifically subscribe to receive our messages, Spider Trainers counsels clients to purchase the same list selects as a direct-mail list and forgo the email address—we will collect this later. Direct-mail lists are typically less or even much less costly than an email list, and this cost savings can be applied toward the postage and printing costs of a direct mail.