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ZoomInfo vs. USAdata OR List Purchase vs. Rent

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If you've been shopping to rent or purchase a list for your email or direct-mail campaigns, this slide deck might help. Of course, this is just one test in one industry, but the results may surprise …

If you've been shopping to rent or purchase a list for your email or direct-mail campaigns, this slide deck might help. Of course, this is just one test in one industry, but the results may surprise you.

To be fair, extrapolating numbers like this does leave for a margin of error — how much could likely only be verified by pulling exactly the same number of names from both vendors, deduping the lists, sending both on the same day, at the same time, with the same subject line, and so on. That would be a true A/B test. This is a small data set, with minimal intervention, and is not intended to decide once and for all which is better: purchase or rent. It's just a deck of our findings that we hope will make you go, "hmmmm...."

Published in: Business, Technology, Design

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  • 1. Spider Trainers Comparison: ZoomInfo v. USAdata
  • 2. The campaign
  • 3. The subject lines (ZoomInfo)Get Your Creative Hell Are You In Creative Hell?Poster — Totally Free Lets Laugh About It. Sent: 470  Sent: 463 Opened: 105 (22.3%)  Opened: 102 (22.0%) Bounced: 8 (1.7%)  Bounced: 10 (2.2%) Did not open: 357 (76.0%)  Did not open: 351 (75.8%) Clicked: 13 (2.8%)  Clicked: 9 (1.9%)
  • 4. The statsGet Your Creative Hell Poster — Totally FreeZoomInfo USAdata Sends: 470  Sends: 14,399 Opens: 105 (22.3%)  Opens: 1,137 (12.66%) Clicks: 13 (2.8%)  Clicks: 84 (.5%)
  • 5. The stats, extrapolatedGet Your Creative Hell Poster — Totally FreeZoomInfo USAdata Cost: .60 per name  Cost: .1389 per name Sends: 14,400  Sends: 14,399 Opens: 3,217  Opens: 1,137 Clicks: 398  Clicks: 84 Cost per click: $7.80  Cost per click: $11.66
  • 6. Summary Using the word free in the subject line has a negligible effect. A ZoomInfo data purchase costs about 4.5 times more than USAdata rentals In extrapolated clicks, ZoomInfo outperformed USAdata by a 4:1 margin Factor in data ownership and the ability to send to the list unlimited times, and ZoomInfo clearly presents the better value