Purchasing email lists is one of many ways you can build subscriber lists. Is it worth it? The quick and easy answer to this question is simply No! You should never purchase email lists and there are several reasons as to why not. Aside from it being a lazy and non-professional way of going about your business, there is no winning situation in which you would benefit from doing this. Finding shortcuts to attaining email addresses will always land you in some trouble which is why we highly discourage you to practice this. Purchasing email lists is probably the biggest mistake in email marketing you can make. Here are some of the reasons why purchasing email lists is definitely not worth it:
1. Can't Trust Quality
So you go on and decide to buy an email list. Think about it this way. The people selling or auctioning these lists are not worried about giving you a unique set of email lists. They don't care if these emails have been abandoned or haven't been used in a long time. For them, all they care about is making money off your search for short cuts to this. If they can get a dime out of you by selling email lists, they know that all you care about is the number of emails. If you were worried about quality, you wouldn't be looking to buy email lists.
Therefore, the people selling them know this and know that you simply want a high number of subscribers. Therefore, if they promise lists with high quantity of emails, they know they have you sold. The quality of the email list is their last concern. That's why you can never trust the quality of an email lists. Chances are that these lists are poor quality anyways.
2. You Will Look like a Spammer
When purchasing an email list, you will send emails to people who never subscribed to you! What does this mean? Spam! That's right! If people have no recollection of willingly signing up to your email list, they will not recognize your email address. What happens when they don't recognize your email address? Chances are they won't open any of your emails whatsoever. Chances are they will mark you as spam and throw you in the junk folder. Now imagine doing this to hundreds of email addresses! Soon enough, your email provider will recognize you as a Spammer and may ban you from continuing to use their service.
3. Run into Trouble With Email Service Providers
As just stated above, if you continuously spam many people, eventually your email service provider will take notice and punish you. Your account may be permanently closed and in some cases you may even be fined! Email service providers such as Mail Chimp and Constant Contact, may even take it a step further and file for charges. Purposely sending spam to many email recipients is considered a crime in many countries. Therefore, this is one of the most serious reasons why we discourage you to partake in any purchasing of email lists.
4. Email Lists for Sale get Used Repeatedly
As stated earlier, email lists are most likely sold in bulks. Meaning that you and your competitors who decided to take this route will get this same email list. Your list will probably not even be compiled with emails that would be interested in what you have to offer. So not only are you emailing people who never signed up to you but you may be emailing people who have zero interest in your cause.
Now imagine these people constantly receiving all sorts of emails from all sorts of companies they have never heard of. It is only obvious that people will junk your emails every single time. These email lists for sale are made up of email addresses that have been abused by this unethical short cut to attain email addresses. Therefore, before you even send your first email to this email list, think about how annoyed these people already are! Way before you even sent your first email to them.
5. Bad Response Rate
As mentioned above, these lists are made up of email addresses that have been abused by this whole unethical practice. These people are annoyed and may already have filters placed attacking spam emails. What are the chances of getting a decent R.O.I on these lists? Very slim if any! There are several reasons why you will get a bad response rate such as:
- Email List made up of annoyed people receiving so much spam
- List made up of people who have placed filters sending emails they don't know to spam
- These people did not voluntarily sign up to your mailing list
- No one wants to open Spam
6. Your Reputation will Take a Hit!
You have seen bad reviews from larger companies such as on Yelp right? Usually the people who comment on Yelp usually do so because they either received extraordinary service or down right horrible service. It usually takes something significant to have people place a great or terrible comment on Yelp.
Now imagine what this will do for your brand and company. If you are sending lots of unwanted material, chances are people will mark you as spam. However, there may be some that take it a further step and place comments about you all over the internet. Yelp is only one source where people can do this. Imagine having a reputation all across the internet for being a spamming company. What do you think this will do to your image? Certainly no good will come out from these comments surfacing the web about you. Soon enough, your reputation will be comprised of only angry rants and people fed up with your spam.
7. No Expert Recommends Purchasing Email Lists
Last but not least, you can bet that not one person of expertise in email marketing will recommend you to purchase email lists. Why is that? It is just that obvious that this practice does terrible things. Those successful email marketers who have achieved great things for their respective companies certainly did not do so buying a bunch of email lists. They most likely took the time in earning subscribers who had their trust. There is nothing better and more worthwhile than attaining email addresses the right way. No expert will recommend any practice of this sort so don't do it!
Wrapping Things Up!
Purchasing email lists...is it worth it?
No! Definitely not. You take way too many chances in doing so. So many to the point that it is down right not worth the trouble you can get yourself into just to have more subscribers. We understand that a higher subscription rate looks good. However, this is not the way to do that. This is merely a short cut. One that simply does not work.
This is like having a door to door salesman enter your front door and offer you things to buy inside your own home. How many of you will be pleased to see a stranger in your home selling you merchandise? Surely not many of you. Think of it in that fashion. You want to be invited in. The way to get invited in is to offer a valuable reason to sign up for you email list to begin with. Do not find ways to intrude but ways to add value and your subscribers will give it back!
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