Marketers should always attempt the make use of their own business lists instead of relying on third party firms, an expert has suggested.
According to Simon Bird, technical director at dotCommerce, companies risk damaging their brand by sending communications to recipients who have not opted in to receive content.
He pointed out that making use of data obtained even from personal email inboxes is a good place to start gathering material for business lists, as it is the cheapest way to get quality data.
“We always tell people to build their own data list,” Mr Bird said. “Even it is from your own inbox just start there because it is the cheapest way to get quality data and you should then really protect that data by not over mailing it which can cause people to unsubscribe.”
According to a recent report by Sign-Up.to, retailers and new media companies are among the sectors that have the most successful marketing campaigns.