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The decision to rent email lists can be one of your best ever business decisions. However, it can also be one of your most expensive. Without having an understandable understanding of how the leads were cultivated, nurtured and then finally into email marketing submission, it is difficult to really know if your investment will bring any tangible ROI. But when you understand the processes and the exact methods that email list providers go about in order to rent email lists, then you can have a better understanding of what you are putting yourself into.

When you rent email lists from a provider like Mailchimp, you should first come to terms with the fact that this is not a permission-based list rental business. That means that if you want to sign up for the list, you have to ask permission first. In many ways this can be a little more troublesome than setting up an autoresponder and permission-based sign up process. But if done correctly and with some forethought, permission-based sign ups are possible.

So, what is the first step to take when deciding to rent email lists? First off, make sure you work with a reputable list broker. A reputable list broker will not try and sell you his product before you have explored your own opportunities and have made a decision as to what you want to do with the list. Also, make sure you get all of your questions answered before signing any contracts or committing to anything. Ask any questions you might have during your initial research to make sure the list broker you are working with is able to deliver what he promises.

Second, the list you rent email lists from should offer permission-based lists. As discussed earlier in this article, there are different types of list brokers, and each offers a variety of lists. However, if the list you are signing up for offers permission-based lists, it would be best to research the marketer and the product he is trying to market prior to getting involved in any marketing communications with him.

Third, make sure the list you rent email lists from allows you to control the message content and the subjects that you are allowed to use in your marketing campaign. It would be wise to request a list of potential recipients and offer them the chance to opt-in to your marketing database by providing their names, email addresses and subject lines. If they accept, then you have a potential subscriber who has agreed to receive from you.

Fourth, when you rent email lists from companies, remember to only supply the names of your intended subscribers and never provide email addresses. This can often lead to many people mistakenly supplying their personal email addresses in hopes of being included on a marketing list. It would also be in your best interest not to include phone numbers or home addresses because potential subscribers like knowing who they are contacting and how to contact them in the future. It is best to avoid providing any personal information unless you are providing the names of your intended subscribers.

Fifth, do not assume that everyone will take your emails seriously. If you are serious about renting pretty bad quality lists, then you need to invest in good quality lists that deliver reliable results. There are reputable lists out there that have been used by thousands of marketers and business owners. The reputation of these lists can speak volumes about how reliable and trusted they are. Reputable sellers of these lists understand that their customers need to be delivered reasonably and on time, and they strive to deliver this.

When you find a list broker, be sure to thoroughly check the opt-in form and other information on the website. Make sure the list is easy to unsubscribe from, has valid email addresses and is not prohibited from mass printing. In addition to that, make sure the signup form does not contain an “unsubscribe” link. By following these basic rules of online marketing emails, you are ensuring that you receive credible email addresses and a reputation for quality service.