Why Purchasing Email Lists Is Such A Bad Idea
Out of desperation, marketers find list-purchasing companies the “ideal” escape root to acquiring a list of people to email without a lot of sweating.
Within a short period, this escape root finally tastes bitter when their email marketing programs suffer shipwrecks. Before we tackle purchasing of email lists, let us look at the three ways through which email lists are to be acquired.
How to Acquire an email List
I. Buying a List:
This is acquired by working with a list provider through whose help you identify and purchase a list of names and email addresses of people based on certain psychographic and/or demographic information.
II. Renting a list:
When using this method, you work with a list provider who aids you in identifying a section of people you desire to email but unlike buying a list, you do not own this list. Because you do not see the emails addresses of the people, you work with the list provider to send your emails to the section of preferred list.
III. Generating an Opt-In list:
These types of emails are voluntarily given by the owners out of interest and trust. This means that the email owners must be interested in what you are offering and have trust that you will satisfy their needs.
For instance, they may be interested in email alerts on updates concerning new blog posts pending publishing and other products of interest.
When dealing with rented or purchased lists, you are meant to come across marketers or vendors claiming that an email list is totally opt-in. What this simply means is that, at some point in time, the people in the list had opted in to particular email alerts from someone who might be either the list provider or any other person.
Be careful not to be in deception that this people were opted to receive alerts of or any kind of communication from you.
Why it is wrong buying email lists
In this section, I am going to show you why you should create your own email list of contacts through Opt-In. Here are reasons why you should not but email lists:
i. Renowned email marketing vendors have no room for purchased lists:
When using email marketing software, one is perplexed when he/she realizes that reputable companies have no room for people using purchased lists.
Deciding to work with non-reputable companies is never a solution because working with ISP’s with an aim of avoiding Opt-In lists will lead to poor deliverability incase you are using a Shared IP Address. This means that, you must be prepared to use the right marketing strategy if you want your recipients to have your emails in their inboxes.
ii. The reality is that there is no good email list “for sale”
The only chance you stand of obtaining a high quality email is purchasing the whole company. The fact that it is for sale, it means that shreds of its email addresses have been ripped off by other parties who have purchased it and without doubt, they have emailed the people on it.
There is no doubt that the emails in that list have been spammed everywhere. Ask yourself; if those selling these email lists knew that the lists they are selling contain quality email addresses, will they not prefer to keep them to themselves? It is logical that you will not sell emails voluntarily opted in with an aim of giving them information.
iii. You are a stranger to people on purchased of rented lists
It is hardly impossible denying that purchased and rented email lists are as a result of scrapping lists from other websites. Because the companies selling these email lists know that they are dealing dirty, they usually trick those pursing them that they are Opt-in lists.
This trick works because the contacts seem to have Opted in to receive emails; not from you but from the list-purchasing company. The hard truth is that; the recipient has neither any knowledge about the existence of your company nor remembrance of having opted in to receive your emails hence this means you will be marked as SPAM.
iv. Your IP reputation and Email deliverability is harmed:
You will not survive organizations with determinations of combating email SPAM. This companies use honeypot; a planted email that is harvested and emailed; a sender is identified as a spammer.
On the other hand, SPAM traps are responsible for tracking spammy activities around an email address yielding a hard bounce because it is either no longer in use or it is old but still receiving consistent traffic.
Eventually, the email turns into a SPAM trap, stopping the returning of the hard bounce notification hence; accepting the message and the sender is reported as spammer.
It is sad that you have no means of determining how often the email addresses from the purchased list have been emailed. Likewise also, you can not tell whether the addresses have been keenly scrubbed for hard bounces in order to prevent one from being identified as a spammer.
It is also hard telling where the emails have originated from. With all this, you stand a high chance of risking the reputation of your IP address, company and email deliverability.
Sometimes, you may say that you can rebuild your reputation by working with those only opted in with your company buy it is sad news that in order to get your sender score up, you require a long time.
In a nutshell, do not be a jerk by imposing your content on people who might not even be interested in what you do. Take your time and gradually grow your list through offering great contents that other valuable offers which will interest companies.