What Are List Purchases?
List purchases involve acquiring a list of email addresses from a third-party provider. These lists often include various details about the recipients, such as demographics, interests, and past purchase behaviors. The idea behind purchasing a list is to quickly expand your
email marketing reach and connect with potential customers.
Are List Purchases Legal?
The legality of list purchases depends on various factors, including regional
laws and regulations. For instance, in the European Union, the General Data Protection Regulation (
GDPR) has strict guidelines on how personal data can be collected and used. In the United States, the CAN-SPAM Act governs commercial emails. Always consult legal advice to ensure compliance with applicable laws when purchasing email lists.
Do List Purchases Work?
This is a contentious issue. While some marketers believe that list purchases can provide a quick boost in
subscriber numbers, others argue that such lists often include low-quality leads who are unlikely to engage with your content. Additionally, using purchased lists can harm your
sender reputation and lead to higher bounce rates and spam complaints.
What Are the Risks?
Several risks are associated with list purchases: Poor Engagement: The recipients on purchased lists are not familiar with your brand, leading to low engagement rates.
Spam Complaints: Sending unsolicited emails can result in spam complaints, damaging your
domain reputation.
Legal Consequences: Non-compliance with regulations can result in hefty fines.
Data Quality: Purchased lists can be outdated or include invalid email addresses, leading to high bounce rates.
What Are the Alternatives?
Instead of purchasing lists, consider these alternatives: Organic List Building: Use
opt-in forms on your website to collect email addresses from genuinely interested visitors.
Content Marketing: Create valuable content that encourages visitors to subscribe to your email list.
Social Media: Promote your email list on social media platforms to attract subscribers.
Partnerships: Collaborate with other businesses to co-promote your email lists.
How to Make a Purchased List Work?
If you decide to go ahead with a list purchase, follow these best practices: Quality Check: Ensure the provider offers high-quality, targeted lists.
Warm-Up: Gradually introduce your brand to the new recipients rather than sending sales emails immediately.
Segmentation: Segment the purchased list based on available data to send more relevant content.
Compliance: Always follow legal guidelines to avoid penalties.