Buying Lists - Email Marketing

What is a Purchased Email List?

A purchased email list is a collection of email addresses that you acquire from a third-party vendor. These lists are often compiled from various sources and are sold to businesses looking to expand their email marketing reach.

Is Buying Email Lists Legal?

The legality of buying email lists varies by country and is often subject to regulations such as the CAN-SPAM Act in the United States and the GDPR in the European Union. These laws mandate that recipients must have given explicit consent to receive marketing emails, making many purchased lists non-compliant.

Pros and Cons of Buying Email Lists

While buying email lists might seem like a quick way to grow your subscriber base, it comes with both advantages and disadvantages.
Pros:

Quickly expand your reach
Immediate access to a large number of email addresses
Potentially increase sales if the list is well-targeted

Cons:

Low engagement rates
High risk of being marked as spam
Potential legal issues due to non-compliance
Poor return on investment (ROI)

Impact on Deliverability and Reputation

Using a purchased email list can significantly harm your sender reputation and email deliverability. Email providers often flag unsolicited emails as spam, which can lead to your domain being blacklisted. This can affect not only your email marketing campaigns but also your general business communications.

Alternatives to Buying Email Lists

Instead of purchasing email lists, consider these more sustainable and effective alternatives:
Organic Growth:

Use lead magnets like eBooks, webinars, or free trials to attract subscribers.
Leverage social media platforms to promote sign-ups.
Optimize your website with sign-up forms and pop-ups.

Partnerships and Collaborations:

Partner with complementary businesses to cross-promote your email lists.
Engage in co-marketing campaigns to reach a broader audience.

How to Vet a Purchased List

If you decide to buy an email list, it's crucial to vet the list thoroughly:

Ensure that the vendor complies with legal requirements.
Check the source of the emails and how they were collected.
Request a sample to test the quality of the list.

Conclusion

Buying email lists can be a risky endeavor with potential legal, ethical, and practical drawbacks. While it may offer a quick boost in numbers, the long-term impact on your email marketing strategy and brand reputation can be detrimental. Focus on building an engaged, organic subscriber base for more sustainable and effective results.