In the past, my wife ran a business and in order to help her I added an email address to her site so that I would get some specific emails and also control her business LinkedIn and Google Business profiles. Of course, even though the business has been closed for several years now I am still getting spam emails to this email address (I don’t want to close the email down as there are some people that validly use it). So, it lead me to thinking about the use of purchased email lists.
In the world of email marketing, reaching the right audience is essential. Businesses are constantly searching for ways to grow their email lists, boost outreach, and connect with potential customers. One tempting shortcut is purchasing a mailing list from a third-party provider. At first glance, this might seem like an easy way to access a large audience quickly. However, using purchased mailing lists can create more problems than it solves.
If you’re considering buying a mailing list, it’s important to understand the risks involved. From legal issues to damaging your brand’s reputation, purchased lists often cause headaches that outweigh any perceived benefits. In this blog post, we’ll explain why buying email lists is a bad idea and explore better alternatives for growing your email list organically.
A purchased mailing list is a collection of email addresses sold by third-party companies. These lists are often marketed as being full of high-quality leads that are ready to engage with your business. You pay a fee, and in return, you receive a large set of contacts that you can use for email marketing campaigns.
While it may sound appealing, the reality is far less positive. The people on these lists often haven’t given permission for their email addresses to be shared, let alone used for marketing. Sending emails to them can lead to a variety of issues, from angry recipients to serious legal trouble.
In many parts of the world, strict laws regulate how personal data, including email addresses, can be collected and used. For example, the General Data Protection Regulation (GDPR) in the European Union requires businesses to get clear, explicit consent before sending marketing emails. If you use a purchased mailing list, it’s almost certain that the individuals on the list haven’t given consent for you to contact them.
Sending emails without consent can result in hefty fines and penalties. In the UK, the Information Commissioner’s Office (ICO) can take action against companies that breach data protection laws. Even if the mailing list provider claims the list is GDPR-compliant, it’s your responsibility to ensure you have permission to contact the people on the list. Ignorance is no excuse.
Beyond GDPR, anti-spam laws are in place to prevent unsolicited emails. For example, the UK’s Privacy and Electronic Communications Regulations (PECR) prohibit sending marketing emails to individuals without prior consent. Similar laws exist in other countries, such as the CAN-SPAM Act in the United States and CASL in Canada.
If you send marketing emails to people on a purchased list, you could easily violate these laws. Even if the recipients are located outside the UK, you must still follow international email marketing rules. Breaking these laws can damage your business financially and harm your reputation.
Beyond legal issues, sending unsolicited emails is simply bad practice. People don’t appreciate receiving emails from companies they’ve never heard of. It feels intrusive and can leave a lasting negative impression of your brand. Instead of building trust and relationships, you’re likely to frustrate potential customers and drive them away.
One of the biggest problems with purchased mailing lists is their low quality. Many email addresses on these lists are outdated, incorrect, or even fake. People frequently abandon email accounts or use disposable addresses to sign up for online offers. As a result, purchased lists often include invalid or inactive email addresses.
When you send emails to a list full of bad addresses, your emails will bounce, meaning they can’t be delivered. A high bounce rate signals to email providers like Gmail or Outlook that you’re sending spam, which can damage your sender reputation.
Even when emails do reach recipients, engagement is usually very low. People who didn’t sign up to hear from you are unlikely to open your emails, click links, or respond to offers. This makes purchased lists a poor investment for businesses hoping to generate leads or sales.
Another issue is that purchased lists rarely contain targeted contacts. These lists are often generic, with no connection to your specific business, product, or service. For example, if you sell fitness equipment, buying a random list of email addresses won’t guarantee that the recipients are interested in fitness.
Email marketing works best when you’re sending relevant content to people who want to hear from you. With a purchased list, you’re essentially sending your message into the void, hoping for a response. The chances of converting these recipients into customers are slim to none.
Purchased lists often include email addresses known as spam traps. These are addresses created by email providers and anti-spam organisations to catch businesses sending spam. If you send emails to a spam trap, it signals that you’re not following best practices for email marketing.
Hitting spam traps can have serious consequences. Your email domain may be blacklisted, meaning your emails will be blocked or sent to spam folders. Recovering from a damaged sender reputation can take months or even years, harming your ability to reach genuine subscribers in the future.
When you send unsolicited emails, many recipients will mark your messages as spam. Email providers use these reports to determine whether to deliver your emails or send them straight to the spam folder. If too many people flag your emails, your sender reputation will suffer. I regularly submit senders of spam emails to the various anti-spam sites for example.
A poor sender reputation can affect your entire email marketing strategy. Even emails sent to legitimate subscribers who signed up for your list may end up in spam folders. This reduces your overall email deliverability and makes it harder to connect with your audience.
Your brand’s reputation is everything. When people receive emails they didn’t sign up for, it can make your business look untrustworthy or desperate. Instead of building a positive relationship with potential customers, you’re damaging their perception of your brand.
Trust is hard to earn but easy to lose. Sending spammy emails can drive people away and prevent them from ever doing business with you. A bad first impression is difficult to recover from, so it’s essential to approach email marketing carefully and responsibly.
If purchased mailing lists are such a bad idea, how can businesses grow their email lists? The answer lies in organic, permission-based methods. While it may take more time and effort, building an email list the right way leads to better results in the long run.
One of the best ways to attract subscribers is by offering valuable content that people want. This could include blog posts, e-books, guides, webinars, or exclusive discounts. When you provide something useful, people are more likely to share their email addresses with you.
Make it easy for people to sign up for your list by including sign-up forms on your website, social media pages, and landing pages. Highlight the benefits of subscribing, such as receiving helpful tips, exclusive offers, or early access to new products.
A lead magnet is a free resource or incentive that you offer in exchange for an email address. Examples include free templates, checklists, or access to a free trial. Lead magnets work because they provide immediate value to potential subscribers.
The key is to make sure your lead magnet is relevant to your target audience. For example, if you sell home organisation products, you might offer a free checklist for decluttering a home. This ensures you’re attracting people who are genuinely interested in what you have to offer.
Contests and giveaways are a great way to grow your email list quickly. By offering a prize, such as a product, gift card, or exclusive experience, you can encourage people to sign up. Just make sure the prize appeals to your target audience to attract quality leads.
Word-of-mouth is a powerful tool for growing your email list. Encourage your existing subscribers to refer friends or colleagues by offering incentives, such as discounts or freebies. People are more likely to trust a recommendation from someone they know.
While purchasing a mailing list might seem like an easy way to grow your email marketing efforts, the risks far outweigh the benefits. From legal issues and poor list quality to damaging your sender reputation and brand image, bought lists are rarely worth the cost.
Instead, focus on building an organic email list filled with people who genuinely want to hear from you. By creating valuable content, offering lead magnets, and encouraging referrals, you can attract engaged subscribers who are more likely to become loyal customers. Email marketing works best when it’s built on trust and permission, so take the time to grow your list the right way. Your business will be stronger for it.