To Build or Buy a Life Sciences Email List: The Ugly Truth

The Top Factors to Consider When Jump Starting Your Life Sciences Marketing

Deciding whether to build or buy a life sciences email list is a critical decision for life sciences marketers.

The right choice can significantly impact the success of your marketing campaigns and overall business growth.

But Why Wouldn’t You Buy a Life Sciences Email List? 

Buying an email list might seem like a quick way to get your marketing campaigns off the ground, but it comes with a lot of risks, especially now in 2024. 

Here’s why you should be cautious:

Data Privacy Regulations

First off, data privacy laws like GDPR and CCPA are stricter than ever. If you’re not careful, you could end up violating these regulations, which can lead to hefty fines and legal trouble. Regulators are keeping a close eye on how companies handle data, so using a purchased list that doesn’t comply could put you in hot water.

Quality and Accuracy

Then there’s the issue of quality.

Purchased lists often come with outdated or inaccurate information. This means you might see a lot of emails bouncing back, which isn’t great for your sender reputation. Plus, the contacts on these lists might not be the right fit for your target audience, leading to low engagement.

Sender Reputation and Deliverability

Speaking of reputation, using a purchased list can really hurt your sender reputation. If your emails end up in spam traps or generate a lot of complaints, your domain could get blacklisted. This makes it harder for your emails to reach anyone, even your legitimate subscribers.

Engagement Rates

Let’s talk engagement. 

People on purchased lists usually haven’t interacted with your brand before, so they’re less likely to open your emails or click on your links. This means you could end up with a lot of wasted effort and low ROI on your campaigns.

Legal and Ethical Issues

There’s also the legal and ethical side of things. 

Purchased lists often lack proper consent from recipients. Sending unsolicited emails not only violates data protection laws but can also damage your brand’s reputation. People are much less likely to trust a company that spams them.

Increased Scrutiny from Email Service Providers

Email service providers are cracking down on the use of purchased lists. 

They want to maintain good deliverability rates for their users, so they’re more likely to suspend or terminate accounts that generate a lot of spam complaints or bounces.

Market Dynamics

Consumers and businesses today are much more aware of privacy issues. 

They don’t appreciate unsolicited emails and are more likely to engage with personalized, relevant content. This is hard to achieve with a purchased list, where the recipients don’t know you and might not be interested in what you’re offering.

Ethical Considerations When You Buy a Life Sciences Email List

Finally, there’s the ethical aspect. Using purchased lists can be seen as taking a shortcut. It can hurt your brand’s integrity and damage the trust you’ve built with your audience. Ethical marketing practices, like growing your list organically, are more sustainable and effective in the long run.

In 2024, the risks of buying an email list are higher than ever. 

Stricter regulations, potential legal issues, low engagement, and damage to your sender reputation make it a risky move. Investing in organic list-building strategies might take more time, but it’s a much safer and more effective way to build a loyal and engaged audience.

However, if you’re bound and determined to buy one, we’ve put together a comprehensive look at buying a life sciences email list. 

This guide will help you with this decision by exploring:

• The pros and cons of building vs buying an email list
• Strategies for creating a high-quality list organically
• Key factors to consider when purchasing a list
• Best practices for implementing targeted email campaigns

By the end of this article, you’ll have a clear understanding of which approach best aligns with your goals and resources, ensuring you make an informed decision that drives results.

Evaluate the Benefits and Drawbacks of Build vs Buy a Life Sciences Email List

• Building your own email list ensures high-quality, engaged contacts but requires significant time and resources.
• Purchasing an email list provides instant access to a large pool of contacts but may contain outdated or irrelevant information.
• Carefully consider your resources, goals, and the potential risks before deciding to build or buy an email list.

Benefits of Building Your Own Email List

Building your own email list ensures that you have a high-quality, engaged audience who has voluntarily opted-in to receive your communications. This approach allows for more personalized and targeted email campaigns based on subscriber preferences and behaviors, as you have full control over the list-building process and the ability to segment your audience effectively.

According to a study by the Direct Marketing Association, email lists that are built organically have a higher ROI than purchased lists, with an average return of $38 for every $1 spent. Additionally, a survey by MarketingProfs found that 80% of marketers agree that email is a critical part of their overall marketing strategy, emphasizing the importance of building a high-quality email list.

Drawbacks of Building Your Own Email List

While building your own email list has its advantages, it also comes with some drawbacks. Growing a substantial list organically requires significant time and resources, and it may take longer to reach your desired audience size compared to purchasing a pre-built list.

Moreover, maintaining list hygiene and keeping subscribers engaged demands continuous effort. According to a report by Validity, the average email list decays by 22.5% annually, highlighting the need for ongoing list maintenance.

Benefits of Buying a Life Sciences Email List

Purchasing a life sciences email list provides instant access to a large pool of contacts in your target market, saving time and resources that would otherwise be spent on organic list-building efforts. This approach allows for the immediate launch of targeted email campaigns to reach your desired audience.

As stated by David Daniels, Founder of The Relevancy Group, “Purchasing an email list can be a quick way to jump-start your email marketing efforts, but it’s crucial to ensure the quality and relevance of the contacts”.

Drawbacks of Buying a Life Sciences Email List

While buying an email list may seem like a quick solution, it comes with significant risks. Purchased lists may contain outdated, inaccurate, or irrelevant contacts, leading to low engagement and high bounce rates. Contacts on purchased lists have not explicitly opted-in to receive your communications, increasing the risk of being marked as spam.

A study by Hubspot found that purchased email lists have a 60% lower open rate and a 482% higher spam complaint rate compared to organically-grown lists. Furthermore, using purchased lists can damage your sender reputation and lead to your emails being blocked or filtered by internet service providers (ISPs). A survey by Litmus revealed that 53% of marketers who purchased email lists experienced deliverability issues.

When deciding whether to build or buy an email list, carefully consider your resources, goals, and the potential risks associated with each approach. While purchasing a list may seem like a quick fix, it often leads to poor results and can harm your email marketing efforts in the long run. Investing time and resources into building a high-quality, engaged email list is typically the most effective strategy for achieving long-term success in email marketing.

Strategies for Building a High-Quality Life Sciences Email List

TL;DR:

• Offer valuable content to attract subscribers
• Leverage social media and online communities
• Implement lead magnets and pop-ups on your website

Offer Valuable Content and Resources

Creating high-quality, valuable content is essential for attracting potential subscribers to your life sciences email list. Whitepapers, ebooks, webinars, and industry reports that address your target audience’s pain points and interests can be powerful lead magnets.

Types of Content to Create

Consider creating content that:

1. Addresses common challenges faced by life sciences professionals
2. Shares insights on industry trends and innovations
3. Provides practical tips and strategies for success

By gating this premium content behind a lead capture form, you encourage visitors to provide their email addresses in exchange for access. This allows you to grow your email list while providing value to your audience.

Leverage Social Media and Online Communities

Social media platforms and online communities are excellent channels for promoting your gated content and opt-in forms. LinkedIn and Twitter are particularly useful for reaching life sciences professionals.

Engaging on Social Media

To maximize the impact of your social media efforts:

1. Share snippets or teasers of your gated content to pique interest
2. Participate in relevant discussions and hashtags
3. Engage with influencers and thought leaders in the life sciences industry

Additionally, engage with industry-specific online communities and forums. By providing helpful insights and linking back to your opt-in pages, you can attract qualified leads who are actively seeking information in your niche.

Implement Lead Magnets and Pop-ups on Your Website

Your website is a powerful tool for capturing leads and growing your email list. By designing eye-catching lead magnets and strategically placing opt-in forms throughout your site, you can convert visitors into subscribers.

Types of Lead Magnets

Effective lead magnets for the life sciences industry may include:

1. Checklists and templates for common processes or procedures
2. Free trials or demos of your products or services
3. Exclusive access to a private community or resource library

To maximize conversions, consider using exit-intent pop-ups that appear when a visitor is about to leave your site. These pop-ups can offer a last-chance opportunity to subscribe and access your valuable content.

Collaborate with Industry Influencers and Partners

Partnering with influencers and other companies in the life sciences industry can help you expand your reach and attract new subscribers to your email list.

Types of Collaborations

Consider the following collaboration opportunities:

1. Co-creating content, such as webinars or whitepapers
2. Cross-promoting each other’s opt-in forms and lead magnets
3. Participating in joint ventures or affiliate partnerships

By leveraging the audiences of influencers and partners, you can tap into new pools of potential subscribers who are already interested in your niche.

Optimize Your Email Sign-up Process

To maximize the number of visitors who subscribe to your email list, it’s essential to optimize your sign-up process. This involves creating compelling opt-in forms and ensuring a smooth user experience.

Elements of an Effective Opt-in Form

Your opt-in forms should include:

1. A clear and concise headline that communicates the value of subscribing
2. A brief description of what subscribers can expect to receive
3. A simple form with minimal fields (e.g., name and email address)

Additionally, ensure that your opt-in forms are mobile-friendly and load quickly to avoid frustrating potential subscribers.

By implementing these strategies consistently, you can build a high-quality life sciences email list that engages your target audience and drives business growth.

Factors to Consider When You To Buy a Life Sciences Email List

• Ensure the quality and accuracy of the data by verifying the provider’s collection methods and update frequency
• Look for granular targeting options to align the purchased list with your ideal customer profile
• Confirm compliance with data privacy regulations, such as GDPR and CAN-SPAM

Purchasing a life sciences email database can be an effective way to quickly expand your reach and connect with potential customers. However, it’s crucial to carefully evaluate the quality and suitability of the database before making a purchase decision.

Data Quality and Accuracy

The success of your email campaigns heavily relies on the accuracy and relevance of the contacts in your database. When considering a life sciences email list provider, inquire about their data collection methods and sources to gauge the reliability of the contacts.

Data Hygiene Practices

A reputable provider should maintain strict data hygiene practices, regularly updating their database to remove inactive or invalid email addresses. This helps ensure that your messages reach active, engaged recipients and minimizes the risk of high bounce rates or spam complaints.

BONUS TIP: Check if upit provider offers any guarantees or metrics related to data accuracy, such as bounce rates or deliverability rates.

Data Collection Methods

Understanding how the provider collects their data is essential for assessing its quality. Opt for providers that gather data through reliable methods, such as:

• Voluntary opt-ins from industry events, webinars, or content downloads
• Partnerships with reputable industry associations or publications
• Manual verification of contact information

Avoid providers that rely heavily on web scraping or purchased lists, as these methods often result in lower-quality, less engaged contacts.

Audience Targeting and Segmentation Options

To maximize the effectiveness of your email campaigns, look for providers that offer granular targeting options based on specific criteria relevant to your ideal customer profile. This may include:

• Job titles or roles (e.g., researchers, executives, purchasing managers)
• Company size or revenue
• Therapeutic areas or research focuses
• Geographic location

Customization and List Building

Assess the level of customization available when building your email list. Some providers offer pre-built lists based on broad categories, while others allow you to select specific contacts that meet your criteria.

The ability to create a highly targeted list aligned with your ideal customer profile can significantly improve the relevance and impact of your email campaigns. This, in turn, can lead to higher open rates, click-through rates, and conversions.

Compliance with Data Privacy Regulations

In today’s digital landscape, compliance with data privacy regulations is non-negotiable. When purchasing a life sciences email database, verify that the provider adheres to relevant laws and regulations, such as:

• General Data Protection Regulation (GDPR) for contacts in the European Union
• CAN-SPAM Act for contacts in the United States
• Personal Information Protection and Electronic Documents Act (PIPEDA) for contacts in Canada

Explicit Consent

Confirm that the contacts on the list have provided explicit consent to receive third-party communications. This means that they have actively opted in to receive emails from companies like yours, rather than simply being added to a list without their knowledge or permission.

Sending emails to individuals who have not provided consent can result in high spam complaint rates, damage to your sender reputation, and potential legal consequences.

Life Sciences Email List Reputation and Track Record

When entrusting a third-party provider with your email campaigns, it’s essential to evaluate their reputation and track record in the life sciences industry. Look for providers with a proven history of delivering high-quality, compliant email lists to companies similar to yours.

Case Studies and Testimonials

Request case studies or testimonials from the provider’s existing clients in the life sciences sector. These can offer valuable insights into the effectiveness of their email lists and the results they’ve helped other companies achieve.

Industry Expertise

Consider the provider’s level of expertise and experience in the life sciences industry. A provider with a deep understanding of the unique challenges and opportunities in this sector will be better equipped to provide targeted, relevant email lists that resonate with your audience.

Integration and Support

Finally, evaluate the provider’s ability to integrate with your existing marketing technology stack and the level of support they offer throughout the process.

API and Platform Integrations

If you use marketing automation software or a CRM system, check if the provider offers seamless integrations or API access to easily import the purchased contacts into your database. This can save significant time and effort compared to manually uploading or managing the contacts.

Customer Support and Resources

Look for providers that offer dedicated customer support and resources to help you make the most of your purchased email list. This may include:

• Guidance on creating effective email campaigns for the life sciences audience
• Best practices for email deliverability and compliance
• Ongoing support for list management and optimization

By carefully considering these factors when purchasing a life sciences email database, you can ensure that you invest in a high-quality, targeted list that aligns with your marketing goals and supports the success of your email campaigns.

Implementing Targeted Email Campaigns for Life Science Leads

• Maximize the impact of your email campaigns by crafting compelling subject lines and content tailored to your life sciences audience
• Optimize your emails for deliverability and mobile-friendliness to ensure they reach and engage your target recipients
• Monitor key performance metrics and continuously refine your strategy based on data-driven insights

Develop Compelling Subject Lines and Content

Crafting effective subject lines is crucial for capturing the attention of your life sciences audience and encouraging them to open your emails. Aim to create subject lines that are concise, clear, and convey the value proposition of your email content. Consider incorporating relevant keywords, posing thought-provoking questions, or highlighting the specific benefits your recipients can expect from engaging with your email.

When developing your email content, focus on addressing the unique needs, challenges, and interests of your life sciences audience. Conduct thorough research to understand their pain points, goals, and preferences, and tailor your messaging accordingly. Use a clear, engaging writing style that balances professionalism with relatability, and structure your content in a way that is easy to scan and digest.

Tips for Creating Effective Subject Lines

• Keep subject lines concise, ideally under 50 characters
• Use action-oriented language that creates a sense of urgency or excitement
• Personalize subject lines with the recipient’s name or company when possible
• A/B test different subject lines to identify top-performing variants

Best Practices for Email Content

• Begin with a strong opening that immediately captures attention and sets the tone
• Use short paragraphs, bullet points, and subheadings to break up content and enhance readability
• Incorporate relevant statistics, case studies, or testimonials to build credibility and trust
• Include clear calls-to-action (CTAs) that guide recipients toward desired actions, such as scheduling a demo or requesting more information

Optimize for Deliverability and Mobile-Friendliness

To maximize the effectiveness of your email campaigns, it’s essential to prioritize deliverability and mobile-friendliness. Start by partnering with a reputable email service provider that offers robust deliverability features and maintains strong relationships with major email clients. Adhere to email best practices, such as obtaining explicit opt-in consent from your subscribers, consistently monitoring your sender reputation, and promptly removing inactive or bounced email addresses from your list.

As a significant portion of professionals now check their emails on mobile devices, ensuring that your emails are responsive and easily readable across various screen sizes is crucial. Use a mobile-responsive email template that automatically adapts to different devices, and keep your layout simple and uncluttered. Opt for short paragraphs, larger fonts, and touch-friendly CTAs to enhance the mobile user experience.

Deliverability Best Practices

• Authenticate your email domain using SPF, DKIM, and DMARC protocols
• Maintain a consistent sending schedule and volume to avoid sudden spikes that may trigger spam filters
• Regularly clean your email list by removing inactive, bounced, or unengaged subscribers
• Provide an easy unsubscribe option in every email to comply with regulations and maintain trust

Mobile-Friendly Design Tips

• Use a single-column layout that is easy to navigate on small screens
• Keep your email width within 600 pixels to avoid horizontal scrolling
• Use larger font sizes (at least 14px for body text and 22px for headlines) to ensure readability
• Make CTAs large and easily tappable, with ample whitespace surrounding them

Monitor Key Performance Metrics and Refine Your Strategy

To continually improve the effectiveness of your email campaigns, it’s crucial to monitor key performance metrics and use data-driven insights to refine your strategy. Track essential metrics such as open rates, click-through rates, and conversion rates to gauge the engagement and impact of your emails. Use your email service provider’s analytics tools or integrate with third-party platforms like Google Analytics to gain a comprehensive view of your email performance.

Regularly analyze your performance data to identify trends, successes, and areas for improvement. Use these insights to inform strategic adjustments to your targeting, content, and overall approach. For example, if you notice that certain subject lines consistently outperform others, use that knowledge to guide future subject line creation. Similarly, if you find that specific content themes or CTAs generate higher engagement, prioritize those elements in upcoming campaigns.

Key Email Metrics to Monitor

• Open rate: The percentage of recipients who opened your email
• Click-through rate (CTR): The percentage of recipients who clicked on a link within your email
• Conversion rate: The percentage of recipients who completed a desired action, such as filling out a form or making a purchase
• Bounce rate: The percentage of emails that couldn’t be delivered to recipients’ inboxes
• Unsubscribe rate: The percentage of recipients who opted out of future emails

Data-Driven Optimization Strategies

• Segment your email list based on recipient behavior, preferences, or demographics to deliver more targeted, relevant content
• Experiment with different sending times and frequencies to identify optimal engagement windows
• Continuously A/B test elements like subject lines, content, and CTAs to refine your approach based on real-world performance data
• Regularly survey your audience to gather qualitative feedback and insights that can inform your email strategy

By implementing these targeted email campaign strategies and continuously refining your approach based on data-driven insights, you can effectively engage your life sciences audience and drive meaningful results for your business.

Comparing the Costs: Do You Build or Buy a Life Sciences Email List

When it comes to implementing targeted email campaigns for life science leads, one of the key decisions you’ll need to make is whether to build your own email list or buy one from a provider. Both options come with their own set of costs and considerations.

Costs Associated with Building an Email List

Building an email list from scratch for your biotech or medical device company involves quite a bit of effort and investment. Here’s a breakdown of the main costs and efforts you should keep in mind:

Creating and Promoting Gated Content, Lead Magnets, and Opt-In Forms

First off, you’ll need some high-quality content to attract subscribers. This includes creating whitepapers, eBooks, research reports, and other lead magnets like webinars or free trials. Then, you’ll need to design engaging opt-in forms and landing pages. Don’t forget about promoting this content across different channels, which might involve using specialized tools to manage everything smoothly.

Advertising Expenses

To get the word out, you’ll likely invest in social media advertising on platforms like LinkedIn, Facebook, and Twitter. You might also run Google Ads or Bing Ads campaigns targeting specific keywords. Display ads and retargeting can help you reach interested visitors who didn’t subscribe the first time around.

Opportunity Costs

Focusing on building your email list means you might have to put other marketing initiatives on hold. This includes the time and effort your team will spend on list-building instead of other projects. If you’re hiring freelancers or agencies for specific tasks like content creation or SEO, those costs add up too.

Technology and Tools

You’ll need an email marketing platform like Mailchimp or HubSpot, and possibly some CRM and marketing automation tools. These subscriptions and integration costs can add up, but they’re crucial for managing your email list effectively.

Data Acquisition and Enrichment

Sometimes, buying targeted email lists from reputable sources can give you a head start. Just ensure you’re compliant with regulations like GDPR or CAN-SPAM. You might also invest in data enrichment services to verify and enhance the contact information you collect.

Compliance and Legal

Speaking of regulations, you’ll need to ensure compliance with data protection laws, which might involve consulting legal experts. Managing opt-ins, opt-outs, and preferences is another area where you might invest in specialized tools and processes.

Analytics and Optimization

To make sure your efforts are paying off, invest in analytics tools to measure the success of your campaigns. This includes A/B testing your opt-in forms, landing pages, and content to see what works best. Continuous improvement is key, so keep refining your strategies based on performance data.

Additional Considerations

Don’t forget about your content strategy. Developing content that resonates with your audience’s interests and pain points is crucial. Consider partnering with industry influencers, associations, or publications to expand your reach. Hosting joint webinars or co-authoring content can be very effective.

Event Marketing

Finally, participating in industry conferences, trade shows, and webinars can help you capture leads. This might involve costs for booth space, promotional materials, and follow-up campaigns.

Building an email list for your biotech or medical device company is a comprehensive process that requires a strategic approach, significant investment, and continuous optimization. By considering these detailed costs and efforts, you can better plan and execute a successful list-building strategy that drives growth and engagement for your business.

The following is an estimate of list building costs for a Boston area company. 

While it is possible to build an email list for “free”, it requires a substantial time investment and may not yield the same quality or quantity of leads as paid methods.

Costs Associated with the Choice to Buy a Life Sciences Email List

Purchasing an email list from a reputable provider can be a quicker and sometimes more cost-effective way to get your campaigns up and running, especially if you’re in a hurry. 

But there are still a few costs and considerations to keep in mind:

Upfront Cost of Purchasing the Email Database

First off, there’s the initial cost of buying the email list from a reputable provider. This can vary based on how big the list is and how specific you want to target your audience. For life sciences, you might pay a bit more for high-quality, niche lists that include verified contacts like researchers, lab managers, and industry executives.

Email Marketing Software and Campaign Management

Next, you’ll need an email marketing platform to manage and send your campaigns. Platforms like Mailchimp, HubSpot, or ActiveCampaign typically charge based on the number of contacts you have. You might also want some advanced features like segmentation tools or automation capabilities, which can add to the cost.

Then there’s the campaign management itself. Whether you’re using in-house staff or outsourcing, you’ll need to plan, execute, and monitor your campaigns. This includes segmenting your list and personalizing your content to boost engagement.

Creative Development

You’ll also need engaging content. This means spending on copywriting, design, and maybe even some multimedia elements like images or videos. Developing catchy subject lines, strong calls to action, and appealing visuals can really enhance your emails.

Potential Costs of Lower Engagement and Higher Bounce Rates

One thing to watch out for with purchased lists is that they often have lower engagement rates compared to organically grown lists. You might see fewer opens, clicks, and conversions, which can affect your campaign’s overall success. You might need to invest in re-engagement campaigns or tweak your messaging to get better results.

Higher bounce rates are another common issue. Since purchased lists can have outdated or inaccurate email addresses, you might see more bounces. This can hurt your sender reputation and deliverability. Investing in data cleaning and validation services can help, but it’s another cost to consider.

Compliance and Legal Considerations

Finally, don’t forget about compliance. You need to make sure you’re following data protection regulations like GDPR, CAN-SPAM, and other relevant laws. Non-compliance can lead to fines and legal troubles, so it might be worth consulting with legal experts or implementing additional compliance measures.

Buying an email list for your life science company can be a quick way to get started with email marketing. However, you need to balance the upfront costs with potential challenges like lower engagement and higher bounce rates. Investing in quality email marketing software, effective campaign management, and creative content can help you get the most out of your investment while staying compliant with regulations.

The following table looks at costs that are directly and only related to purchasing a list. All of the previous costs associated with implementing campaigns still apply. 

The Verdict: To Build or Buy a Life Sciences Email List

After weighing the costs and benefits of both options, we believe that buying an email list is the more cost-effective choice for most life science companies. By purchasing a targeted, high-quality email database from a reputable provider, you can:

• Save time and resources that would otherwise be spent on building a list from scratch
• Launch your email campaigns faster and start generating leads sooner
• Benefit from the provider’s expertise in curating accurate and relevant contact data

While building your own list can be a valuable long-term strategy, buying an email list allows you to jumpstart your email marketing efforts and achieve your lead generation goals more efficiently.

Making the Right Choice for Your Life Sciences Email Marketing Strategy

Building or buying an email list is a critical decision that can significantly impact the success of your life sciences marketing efforts. Both options have their pros and cons, and the best choice depends on your unique business goals, resources, and target audience.

What’s the best approach for your company?

Consider the level of control and customization you require, the time and resources you can allocate, and the specific targeting and compliance needs of your industry. If you prioritize quality and engagement, building your own list through valuable content and strategic lead generation tactics may be the way to go. However, if you need to reach a large audience quickly and have the budget to invest in a reputable database, purchasing a list could be a viable option.

Regardless of the path you choose, always prioritize data quality, compliance, and delivering value to your subscribers. By crafting targeted, compelling campaigns and continuously refining your strategy based on performance metrics, you’ll be well on your way to achieving your email marketing goals in the life sciences sector.

Is your current email list delivering the results you need to drive your business forward in 2024?