The heat is on. You’re in the hot seat to show some serious numbers, and the last thing you need is to pour funds into leads that just won’t bite. Time is ticking, and so is the pressure to deliver those results. It’s got to be maddening, right?
You’re on the hunt for that unicorn email list vendor who promises the moon: a massive, spotless B2B email list, with every email just waiting to be converted.
But, deep down, you know this vendor is a myth. And what’s worse, the looming cloud of brand damage and lost credibility is enough to make anyone second guess the shortcut of buying a list.
Here’s the thing — you know the answer is cultivating an opt-in list of verified leads, built from the ground up. Sure, the pressure might be pushing you towards a hasty decision, but let’s not let it cloud your judgment.
Stick with us, and we’ll confirm that gut feeling telling you to avoid purchased lists and guide you through efficient tactics to grow an organic list quickly. Let’s get to work.
Table of Contents
- The Case Against Buying (or Renting) B2B Email Lists
- You Need a B2B Strategy
- How to Create a Strategy for Your B2B Email List
- How to Grow an Organic B2B Email List
- How to Monetize Your B2B Email List
- Master Lead Magnets and Boost Your List Engagement
The Case Against Buying (or Renting) B2B Email Lists
You’re thinking about buying or renting an email list because you want to boost your business fast. But not only does that not work, it can also lead to a host of problems. Problems that can linger and undermine the hard work you’ve put into your business. So, let’s walk through why that “shortcut” might end up being a long-term detour.
Buying contacts is the marketing equivalent of throwing everything at the wall and seeing what sticks. It ignores the nuances of targeting and personalized marketing.
When you buy from a b2b email list provider, you’re not considering the specific needs, interests, or business challenges of the contacts on that list. You’re just hoping for the best, which is lazy and shows no respect for your recipients’ intelligence.
True marketing involves crafting messages that resonate with a well-defined audience, not casting the widest, most impersonal net possible.
The Myth of Quality in For-Sale Lists
The lists you see on the market are often:
- Full of outdated information.
- Cobbled together without consent.
- Riddled with spam traps and honeypots.
- Bloated with contacts with zero relevance to your business.
A genuinely high-quality email list is an asset. It’s a result of ongoing relationship-building and engagement — not something you can swipe your card for and get from b2b email list providers.
Shortcuts in Email Marketing
You probably know this already: there are NO shortcuts in email marketing!
Buying a list seems like it’ll cut your workload in half, but it usually doubles the trouble.
When your messages hit the inboxes of people who never signed up for them, annoyance is the typical response.
Just look at the comments on this tweet to see how much people hate spam.
If you’re a genuine B2B company trying to grow, purchasing an email list doesn’t let you build trust with your customers.
Low Return on Investment
It’s tempting to think that a purchased list is a good deal, but the math doesn’t add up when you factor in the return on investment. The conversion rates for these lists are abysmally low.
The average reply rate for a cold email was 8.5 percent in 2019 and has dropped to around 7 percent in 2023. That means, on a good day, out of every 100 people on the list, you can expect just 7 replies. Now, think how many emails you have to send to get a qualified lead!
Let’s do the math.
- Average reply rate: 7%
- Average conversion rate: 1%
- Average cost per 1000 contacts: $300
So, to get one recipient to convert, you’ll need to reach 1429 people, which will cost you around $450!
You may beat the averages. But let’s be honest: your marketing budget is better invested in strategies that attract genuine leads.
Threat to Your Reputation
You have to add a hidden cost to purchased email lists to the price tag: repairing your reputation.
When you get into cold emailing, you’re not just risking a few annoyed glances. You’re jeopardizing your sender reputation — a vital metric email services use to judge your credibility. If you get marked as spam enough times, your future emails will go straight to the junk folder or get dropped altogether.
How likely is that to happen?
Here are some basic numbers by lead generation expert, Mike Nicholson.
So, those 1000 contacts on your list will cost you around $300 plus 230 spam complaints, which is much higher than our recommended rates — 5 in 1000.
Plus, imagine the damage to your brand reputation when the word spreads that your company spams. Beyond this, stepping on the wrong side of email service providers’ policies can lead to severe penalties, even account suspension, stripping you of your ability to reach out to legitimate leads.
Reputable Email Platforms Will Reject You
The best email service providers and email marketing companies don’t let you send messages to purchased lists. These platforms have built their business on being reliable and effective. They maintain high deliverability rates by ensuring their users engage in best practices.
Using these lists means you’re risking your campaigns and ability to use these essential services.
Important note: At Campaign Refinery, we only allow you to send emails to opt-in contacts. We have a zero-tolerance policy against cold emailing. Customers who engage in cold emailing will be permanently removed from our platform.
Legal and Compliance Risks
Buying email lists and sending unsolicited emails isn’t technically illegal. But with regulations like GDPR and CAN-SPAM, the law takes a dim view of unsolicited emails. In general, you can send emails to anyone as long as you leave them a choice to opt-out. And you should take them off your list as soon as they express their desire to stop receiving your emails.
And the fines can escalate quickly. For example, fines under the GDPR can go up to 20 million euros or 4 percent of your annual revenue — whichever is higher.
You Need a B2B Strategy
B2B and B2C email marketing are two different beasts. In B2B, you’re looking at a smaller, more focused audience that’s all about business benefits and return on investment. Here’s a quick rundown of the differences:
- Audience interests: B2B audiences are looking for efficiency, ROI, and expertise. B2C buyers are more likely to respond to emotional triggers and personal benefits.
- Sales cycles: B2B sales cycles are typically longer and involve more nurturing. B2C transactions are often quicker, sometimes instantaneous.
- Decision makers: In B2B, you usually have multiple stakeholders to convince, each with their concerns and criteria.
- Content depth: B2B content needs to be more detailed, showing in-depth knowledge and thought leadership.
- Relationships: B2B is about building long-term relationships, while B2C often focuses on single transactions or short-term engagement.
How to Create a Strategy for Your B2B Email List
With these differences in mind, how do you devise a strategy to build a targeted B2B email list?
Let’s consider a simple framework that’ll help us understand how B2B leads turn into customers.
The Decision-Making Unit (DMU) framework identifies all the roles involved in the purchase process.
- Initiators suggest purchasing a product or service.
- Influencers help shape the final decision with their advice or expertise.
- Deciders have the final say on whether a purchase goes through.
- Buyers handle the procurement and the actual transaction.
- End users are the people who will use the product or service.
- Gatekeepers control information flow and access to other DMU members.
Everyone has different interests and pain points, and your emails need to speak to all of them.
Here’s a three-step process for crafting your strategy:
- Understand your DMU: Map out the different roles in a typical company in your industry to understand their unique needs and pain points.
- Tailor your content to each role: Develop targeted content that addresses each role’s specific concerns and interests in the DMU.
- Align content with the sales funnel: Strategically place your tailored content at the appropriate stage in the sales funnel to nurture each DMU member effectively.
Now, here’s a table that aligns the type of content with the funnel stage and DMU preferences:
|DMU Role||Content Type||Funnel Stage|
|Initiators||Trend reports, industry insights||Top|
|Gatekeepers||FAQs, policy documents||Top|
|Influencers||In-depth guides, white papers||Middle|
|Users||Tutorials, product demos||Middle|
|Deciders||Case studies, ROI calculators||Bottom|
|Buyers||Pricing comparisons, vendor guides||Bottom|
How to Grow an Organic B2B Email List
Once you have your strategy in place, growing your B2B email marketing list is a matter of execution — and patience.
Choose the Right Email Marketing Software
Email deliverability is key. You want your emails to land in inboxes, not get lost in cyberspace or end up in the spam folder. Better deliverability leads to better engagement, which ultimately leads to a better return on your investment in email marketing.
Look for list management tools that remove invalid or unengaged subscribers and segment your list into focused groups.
At Campaign Refinery, we don’t just talk about deliverability; we’re built on it. From the moment you join us, domain authentication is a requirement. We keep your list clean by automatically weeding out harmful addresses, which means fewer bounces. Plus, we incorporate elements of gamification to keep your subscribers engaged.
Success stories? Take GymLaunch, a B2B brand that has earned millions thanks to our focused approach to email marketing. Here’s what their CEO has to say about us:
“We struggled for years to make email work for our sales team. Campaign Refinery powered our email from $0 to $3.6m in the first 12 months.”-Cale Own, GymLaunch CEO
Curious about how we can help you achieve similar results? Take a look at our pricing and apply to join the ranks of our successful clients.
Create Compelling Lead Magnets
Lead magnets are valuable resources you offer your potential customers in exchange for their contact details. The trick is to craft these magnets not just as freebies, but as solutions to your audience’s specific problems or insights into topics they’re curious about.
B2B customers aren’t likely to convert with a 10% off coupon. You should engage them by showcasing your expertise and the value your business can provide.
This could be an in-depth guide on navigating industry challenges, a webinar on emerging trends, or a free tool that helps them work smarter. The goal is to align your lead magnet with the genuine interests and issues your potential customers encounter professionally.
For example, here’s one of the lead magnets GymLaunch uses to capture leads. It’s a concise PDF that teaches gym owners how to acquire more customers and reduce churn.
Segment Your List
When you break down your big list into smaller segments, you can send more personalized emails.
Think about the Decision-Making Unit (DMU) roles. This way, you can tailor your message to their specific influence in the buying process.
Here’s an example for BalanceBase (fake name), a B2B company that sells accounting software:
- Initiators: “Ready for an Accounting Upgrade? See What BalanceBase Can Do!”
- Influencers: “Integrate Seamlessly: Discover the Tech Behind BalanceBase”
- Deciders: “The Strategic Edge of BalanceBase”
- Buyers: “Maximize Value in Your Accounting Operations with BalanceBase”
- Users: “Five Tips to Simplify Your Day-to-Day Accounting”
- Gatekeepers: “BalanceBase’s Impact on Your Accounting Team”
The benefits of this personalization are twofold: It boosts your open and click-through rates. It also builds credibility and trust. And in the B2B space, that trust is gold. It means you’ll be top of mind when they’re ready to make a decision.
Spread the Word
B2B email list building requires getting your lead magnets in front of the right eyes. Your success here comes down to your creativity and persistence.
Here are a few tried-and-true ways you test to get people to sign up for your b2b emails:
- Host webinars to provide valuable insights and showcase your product.
- Create a YouTube channel and promote your lead magnets to your subscribers.
- Run targeted ads on social media and search engines. LinkedIn, for example, can put your lead magnets in front of the exact audience you’re looking for.
Create Drip Campaigns
The idea of a drip campaign is to send a series of automated emails triggered by specific actions or timelines. This way, you’ll regularly engage leads with content relevant to their stage in the sales funnel. Better engagement metrics also translate to better deliverability.
When mapping out your drip campaigns, think about your lead’s journey. For someone who’s just downloaded a guide, the first email should be a thank you email with a couple of related resources. The content should become more conversion-focused as they move forward, like a demo.
With Campaign Refinery, your email marketing becomes a precision tool. Our platform lets you create highly personalized drip campaigns that respond to your subscribers’ actions in real time. With our robust email sequencing tools and intuitive automation, you can set up the exact sequence your campaign needs.
Don’t Forget Transactional Emails
Transactional emails are automatic messages you send in response to a customer’s action, like order confirmations, invoices, and shipping updates. They’re essential touchpoints, and they get a lot of attention — people expect and open them.
So, make every transactional email count. Sprinkle in a quick tip related to the product they purchased, invite feedback, or suggest related services.
You can also offer a downloadable resource that complements their purchase or encourages them to sign up for your email marketing newsletter. These small touches turn a routine interaction into a memorable part of your customer experience and grow your lists.
Test and Improve
A/B testing lets you compare different versions of your emails to see what resonates best. Maybe one subject line gets more opens, or a different call-to-action gets more clicks.
By looking at your open and click-through rates, you’ll learn what works and tweak your campaigns for better performance. It’s all about making those small changes that add up to big results.
How to Monetize Your B2B Email List
Once you’ve put in the effort to build your email list, it becomes a valuable asset that can bring you revenue in more than one way. Sure, promoting your products is a straightforward path, but there are more possibilities.
Here are four effective strategies:
- Promote premium content: Create valuable resources like in-depth industry reports or e-books and offer them to your list for a fee.
- Host paid webinars or workshops: Share your expertise through educational webinars or workshops and charge a registration fee.
- Consulting services: Your knowledge is invaluable; offer personalized consulting services to those on your list.
- Event promotion and registration: If there’s an upcoming industry event or seminar, use your list to spread the word and sell tickets.
Master Lead Magnets and Boost Your List Engagement
Geared up to cultivate a robust B2B email list? Campaign Refinery is here to support you every step of the way, especially through the toughest part: crafting irresistible lead magnets that draw in your ideal customers.
Check out our Lead Magnet Multiplier course, a four-lesson masterclass designed to skyrocket your engagement rates by up to 800%. This course, normally valued at $199, is available to you at no cost. But you have to finish it in a week if you want to keep your lifetime access.
Don’t miss out – sign up for your free course now!