There is no doubt that marketing comes with risks. However, there are times when even just your business email list can magnify those risks quite a bit. What do you do then? Well, ideally, you would be called to tackle those risks head on. There is nothing wrong with that but obviously there is plenty wrong in being reckless.
How Can A Business Email List Indicate Risk?
You can actually write down a great number of factors which can increase the risks your are taking with a particular list. However, three of the most notable are industry, profession, and position.
- Industry – A business email list can fall completely under just one industry. Here is the catch: certain industries have a reputation from the really shady to the most prestigious. In any case, think of it as similar to shopping in either a local video store or online retailer. Such vendors naturally organize their products by category but some of these categories can raise the eyebrows of some (e.g. adult section). It is the same when browsing lists by industry. What is arguably more challenging is the prospect a lead generation campaign that targets actual people who work in such industries.
- Profession – A business email list that targets a particular profession can be more on the prestigious side. Everything from doctors and lawyers to even scientists and professors all demand a level of respect. That is the unique thing about targeting people in independent positions of authority. It is a fusion between marketing to consumers but at the same time, you are still offering something that is supposed to assist in a business. (It just so happens that such businesses consist of professionals who are popularly depicted to have high-paychecks.)
- Position – This is similar to a business email list of high-end professionals. The difference is that your contacts are not independent but exert powerful influence within their own business organization. You guessed it. This is an obvious reference to executives and other important decision makers. Like professionals, they too demand a certain level of respect but take note that the risks no longer just come from them but from the response of their organization as a whole.
Now that you know the possible risk indicators of your business email list, now comes the question of how to minimize these risks. Naturally, a well-thought plan is better than just marketing blindly. In correspondence to the different indicators, here is what you should do:
- #1 Investigate the industry – Whether an industry seems rather high end or just plain suspicious, always respond with research. Is what they are doing legal? How can your emails send a relevant message or image?
- #2 Know what they do – Do not forget proper forms of address (e.g. Dr. or Atty.) Understand the obstacles that are commonly faced by private practices. This not only compliments respectfulness but shows you are capable of understanding their problems.
- #3 Understand the impact – When you speak to a CEO or a manager, look to the big picture. Try to visualize the impact your business can have on your prospect’s business as a whole. After that, share that vision.
Approaching risks with a plan is not the same as being aversive to them. On the contrary, it should only call your email marketing services to face them more seriously.