Why Bigger Email Lists Aren’t Always Better

Learn how data management best practices can improve targeting and results, while protecting your brand’s reputation.

Bob Sperber, Editor, Branded Content

“If it ain’t broke, don’t fix it,” goes the saying. But at times, B2B email marketers are faced with downward-trending results and other issues. While details such as email subject lines and content are important and visible, there’s a much larger, underlying problem that plagues even the best content marketing campaigns.

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In a nutshell, many B2B marketers still send to lists based on the number of names, emphasizing quantity over quality. In years past, a marketer seeking to reach 100 interested customers might blast emails to tens of thousands of contacts. They would quickly burn through their budget and often lead large numbers of recipients to cry “spam!” Today, the same marketer could reach that magic 100 potential buyers with a much smaller list.

How can you know whether your efforts suffer from this bigger-is-better mentality, or you’re deploying your resources safely and effectively? Below are a few important warning signs that may indicate it’s a question worth looking into.

Why Bigger Email Lists Aren’t Always Better

Poor email metrics
When your email metrics (inbox placement, opens, clicks, and more) are down, you’re probably sending too many emails to the wrong people or too broad of an audience. This may stem from outdated systems or practices, lack of targeting, or data-related problems with your contacts or lists, whether homegrown or purchased.

Reductions in your reputation score
Your email sender reputation score, as tracked by major email internet service providers, considers many factors. These include email content quality, engagement levels, unsubscribes, spam/junk, complaints (i.e., being marked as junk or spam), volume, and bounce rates. Negative actions in these areas can result in a poor sender reputation score, which can be costly and time-consuming to repair.

Techno-frustration
Many software tools and systems are designed to help you meet your goals, but research indicates users aren’t very happy with them. In a recent research report, the Content Marketing Institute found that 61% of B2B marketers believe their organization “either hasn’t acquired the right technology — or has the technology but isn’t using it to potential.”

If any of these issues hit home, or if you’re already doing great but seek tips for continued success, you might benefit from a closer look at how you manage your lists and the database you draw them from. Doing so can help you get better results with smaller lists, improve the effectiveness of your resources, and protect the long-term health of your brand.

Are you ready to learn the best practices, tips, and tools to help you in this brand-building journey? Read our free, educational guide: Email Marketing Fundamentals — Best Practices for Better Data, Targeting, and Brand Protection.

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