DIY with email marketing lists

Email marketers should seek to grow their mailing lists organically, an expert has said.
Industry commentatory Mike Hotz advised ad pros against turn to list rental in desperation.

Writing for ClickZ, he said renting lists was an expensive and often ineffective way of building a consumer base.

Mr Hotz claimed that businesses can spend thousands of pounds on highly-targeted, high quality list only to fall far short of their intended goals.

"If your organic list growth strategies haven´t moved the needle as much as you hoped, invest in carefully targeted paid search campaigns that will drive people back to your site and build your own list," he urged.

According to fellow ClickZ contributor Derek Harding, the email marketing industry will continue to evolve during the next three years but consumers will still access messages via their traditional inbox.
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