A friend of mine asked how to price the rental of their email list.
Let me start by saying that an email list rental borders on spam if done incorrectly. So, you need to be very conscious of what you’re doing and what your audience is expecting. The best way to get the message of another company into your email is to add it to your newsletter. That way, it’s aligned with the interests of the people receiving the email.
I would compare a few different rental list prices for companies who are offering comparable lists. Show why yours is cheaper than most everyone elses’ list.
Then give some sort of story around how your CTR (click-through-rate) for the rented email delivery, assuming you have these metrics, is higher than the average. This will show people that your cost-per-click is lower than your competitors.
Remember the alternative is clicks from places like Google, so you want to make sure your CPC is below whatever they would be able to buy traffic for from alternative sources.
I am extremely sensitive to email delivery. You should ONLY send out email if you audience signed up for the email and its truly relevant.