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2. Lists and qualification

What is list building?

List building is the work of collecting the companies and contacts you plan to reach, then cleaning and filtering them until every row matches your profile and has an email address you can use. A smaller, accurate list beats a large, messy one.

The parts

  1. SourcingWhere rows come from: your own customer data, public directories, professional networks or a data provider. Note the source of each row.
  2. CleaningRemove duplicates, fix names and drop rows with missing fields so one person is not contacted twice.
  3. VerificationCheck that email addresses exist and can receive mail before you send. Sending to bad addresses raises your bounce rate.
  4. Filtering for fitKeep only the rows that match your ideal customer profile, and tag them so you can segment messages.

Worked example: a recruiting-software vendor cleans one export

Hirelane is a made-up recruiting-software company. It exports a raw list and removes rows at each stage. The numbers show how much of a raw export is usable.

By hand

  1. Rows exported from sources: 1,200.
  2. After duplicates removed: 1,020, which removes 180 rows (15% of the previous step).
  3. After email addresses checked: 860, which removes 160 rows (15.7% of the previous step).
  4. After the fit filter: 540, which removes 320 rows (37.2% of the previous step).
  5. Usable list: 540 of 1,200 rows, or 45%.
Rows exported from sources1,200 rows
After duplicates removed1,020 rows
After email addresses checked860 rows
After the fit filter540 rows

Rows left after each stage, as a share of the raw export

How to apply it

  1. Write your ideal customer profile and the fields you need for each row, such as company, name, title and email.
  2. Collect rows from a few sources and keep a note of where each row came from.
  3. Remove duplicates, check email addresses and filter for fit before anything is loaded into a campaign.
  4. Segment the final list by role or trigger so each group gets a message that fits.

Mistakes to avoid

  • Buying a huge list and sending without cleaning it, which leads to bounces and wasted effort.
  • Skipping the fit filter because a bigger list feels safer.
  • Reusing an old list without re-checking that people still work at the company.

Lead enrichment

Lead enrichment is the process of adding missing facts to a contact or company record, such as job title, company size, industry and location, from other sources.

Read more

Ideal customer profile

An ideal customer profile (ICP) is a written description of the type of company that gets the most value from what you sell and is easiest to win and keep.

Read more

Questions

How big should a cold email list be?
Big enough to test your message and small enough to be accurate. Quality matters more than size, and you can add rows in batches.
Why check email addresses before sending?
Messages to addresses that do not exist bounce, and a high bounce rate can harm how mailbox providers treat your domain.
Is it better to build a list myself or buy one?
Either way, check a sample by hand. Bought lists vary in accuracy, and you remain responsible for who you contact.
How often should I refresh a list?
Re-check it before each new campaign. People change jobs and companies change names.

Tell us what you sell and who buys it

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