The decision to rent email lists is one of those that can make or break a business. Of course there are many good reasons to rent email lists. Those who understand the benefits will rent them, knowing they have the resources to market successfully in future years. Those without such an understanding will simply purchase email addresses, believing they can market better now.

Without going too far, it is best to remember that list brokers don’t make their money from selling products. They make their money from providing a service. That service is the ability to rent email lists. A good list broker will look at the type of list being requested, the length of time it’s been on the market and how effective that list has been for the client. With that information they can determine if renting is the best option for the client.

One important factor that plays a role in the decision to rent email lists is the ROI. The return on investment is simply the amount of money made by renting a list versus purchasing the same list outright. As with everything else, there are good lists and there are bad lists. A good list broker will make sure the client receives the best possible ROI.

Many Internet marketers think they can-spam and rent email lists cheaply and easily. Some may even believe they can-spam without a filter. In reality, it is impossible to-spam without a filter, because some Internet marketers are using “black hat” tactics to try to get their names and email addresses banned from Internet email services. If the marketers cannot put their names on the list, they can’t really participate. In other words, when you rent email lists you don’t have an actual list to work with.

Another problem with people thinking they can rent email lists is they expect the same protections that free lists offer. While many free email marketing packages offer protection against mass-spam, opt-in email addresses are not protected. If marketers attempt to misuse these lists, Internet users can report them.

Don’t even think about renting email lists from telemarketers. These lists contain information that does not contribute to your business, and you are putting your business at risk. Telemarketers already have a list of names and contact information, and they won’t share it with any company that doesn’t contribute to their bottom line. If they were to share this kind of information, they would immediately get in hot water with the FTC.

Another problem with renting or purchasing email lists is they aren’t as current as you need them to be. Many of the emails that you receive may be stale and outdated. You don’t want to waste your time or money following up with people who have no interest in what you have to offer. In order to stay informed, marketers need to deliver messages to as many people as possible, and that requires constant evaluation of current market trends and behaviors.

Take the time to determine what your goals are, whom you are trying to reach, and what methods work best for your business. If you’re not sure how to create successful marketing campaigns, take the time to hire a professional to help you develop strategies and ensure your lists are always up-to-date. Renting or purchasing lists is one option, but your success depends on how much work you put into your campaign.

Another problem with most rent to own options is that they force you to give up control. When you sign up with a third party, you give up the ability to manage or change the information in your opt-in list. With an independent provider, you can choose what you want to include in your opt-in lists, schedule your messages and more, so you always know what’s happening with your email lists.

Another big problem with these types of lists is the delivery method. Many people expect their messages to go out in the regular mail. However, that’s just not how it works. Instead of going through the entire house and throwing your junk in the garbage, you’re sending all of your personal email addresses out in the regular snail mail. It can take weeks before your junk is even received, and the possibility of anyone reading any of your junk will probably be slim.

Rent to own lists are like any other list. You have to pay for it and you have to use it. If you don’t use it, you’re wasting your money. Fortunately, there are some good online database providers who let you rent lists from their reputable business partners for less than you would pay to purchase your own list. You’ll get the same quality services that you would pay full price for. It’s a win-win situation for you.