Traditional email marketing is evolving quickly and the old ways of acquiring business, like purchasing / renting an email list, are quickly becoming obsolete. The reasons are plenty but those of us who are used to the old ways can use the following list as proof for why they should start looking elsewhere when marketing.
Using a purchased email list gives you access to names you can contact to market your product. The question is will this list ever come in handy? The answer, as you may have guessed, is probably not.
Leave email list usage in the past
Moving on from the old ways of acquiring names and lists can be difficult, but any company can understand the concept of return on investment. If proven that purchasing these lists is actually a waste of money, rather than an investment or a sound expense, companies and marketers will start to look for alternative ways. Using a purchased email list is not only ineffective; it has actually been banned in many countries, including Europe and Canada.
Why you need a new way of finding customers
1. Purchased lists harm your delivery to inboxes
Using a purchased email list can put you at risk of being labeled as a spammer. These lists often contain spam traps that are sure to flag your messages as spam. These lists get flagged as spam and remain in your customers’ unread mailbox, affecting your reputation.
Trust email providers like Yahoo use filtering organizations like Birghtmail , Cloudmark and Project Honey Pot block spam. If you target an email address that is registered to these security services, you will instantly be labeled as a spammer and blacklisted, suffering from poor delivery results for a very long time.
Also, a non opted-in recipient of your email blast is able to sue you.
Many of the email addresses from a purchased email list are bogus and inactive, leaving you with essentially an unusable list you’ve paid for.
2. Well-known email marketing services won’t allow it
Good email marketing software providers won’t allow their clients to use a purchased email list. If you want your email to make it to inboxes and not be labeled as spam it would be wise to abide by the rules. Not doing so will result in a bad reputation as an unsolicited mailer.
3. Recipients are unlikely to trust an unknown email address
So you’ve purchased an email list to get access to new prospects. Sending these people emails won’t be as effective because they haven’t signed up to receive your emails and don’t actually know you. This will make you look like a spammer and land you in a) the spam list or b) deleted emails.
4. Email list usage is a terrible investment with little to no ROI
Due to the reasons listed above, investing in an email list is not a sound investment. Results aren’t guaranteed and the effects can be much more damaging than effective. As a business, building a reputable brand should be your first and main priority so stick to legitimate ways of marketing and keep your reputation clean.
Ready to set up a legitimate and effective email marketing campaign? HubSpot’s Free Email template, which is modifiable, allows you to create your very own email-marketing template.
What are your thoughts on using purchased email lists? Leave us your suggestions and comments
Waylen MIki says
Hi. I’m enjoying your writing. Particularly on this subject (that I’m currently researching too). The laws are in flux right now and the wording is kind of vague. Are you finding any resistance or reluctance to change tactics from clients or companies you know of?