Email prospecting, list rental and lead generation often gets a bad rap or is dismissed as cost-ineffective, but knowing how to do it right can yeild positive ROI. It's never as simple as renting the first list that comes along to "batch and blast" your message, though. Instead, doing it right involves preparation, forethought and strategy. The five steps presented in this paper offer a blueprint for renting outside lists and/or using internal prospect files for successfully generating demand, customers and revenue.