A Short Business Email List – A Bad Sign?

All right so you have finished building a business email list. You finished canvassing vendors, bought from the best ones, and now your email marketers are working on a template to start blasting.

There is only one thing nagging at the back of your mind: the list still feels too short. No matter how much you researched, who you went to, or how long your browsed your vendor’s catalogue, all the results gave you was that one, short contact list.

Is this a bad sign? Is your email marketing plan doomed for failure?

What A Short Business Email List Could Actually Mean

Actually, that is not always the case. It is not always a bright idea to immediately condemn something based on its size. Rather, maybe you should just review again. You may be making the mistake of paying more attention to how many B2B leads you can generate rather than what the size actually means:

  • Size and age of industry – What is the connection between the length of a business email list and industry? If an industry is small, then likely the number of businesses under it is also small. Is that not usually the case of niche establishments? And further tied with size, there is the age of the industry. If an industry is so new, there might not be a lot of businesses under its umbrella. The same actually goes for industries that are old. They may be shrinking due to decline. Have you become so enamored with how those industries needed everything you have that you did not notice the age?

Related Content: How An Email List Should Point To Industry Culture

  • Nature of the industry – Some industries require businesses to develop high amounts of specialization (and expense) just so they can take part and stay competitive. This could leave you a short business email list but at the same time, that short list could be full of very high-profile players. Then again, there are also industries with a controversial image and reputation. As a result, you will see fewer businesses take part in it. That does not necessarily mean you cannot market to them or will not get much out if it.
  • Regional factors – In some places, an industry thrives. But in others, it is almost non-existent. Have you gone back to your vendors and checked to see what countries they have covered? It might be time to map out your market as much as you map out your own marketing messages. Check to see if you limited your business email list to not just industry but also country. Investigate the reasons for why it does not have as much of a foothold. Could it be because it is still in the midst of penetration or is it simply not relevant to local problems or needs?

Related Content: Effective Marketing To Your Contact Lists – Message Mapping

So as you can see, there is more size than simply the amount of chances you have with a single business email list. It might indicate what the prospects on that list are going through. With that in mind, perhaps you should be more compassionate and help them out? Use B2B appointment setting to get to know them better and use what you have learned to turn this bad sign into a good opportunity.