Buying Email Marketing Lists
Does Not Work!



Buying (or renting) email marketing lists may seem like a good idea in order to generate business but it does not work! You are more likely to get in trouble by having your business blacklisted as a spammer and turn off customers than create business. Just think: how to you feel when you receive an unsolicited sales and marketing message from a company in your inbox? Do you generally have a good impression of that company? Do you want your customers to feel the same way about you?

Email Marketing Lists


The Federal Trade Commission (FTC) CAN-SPAM law does not technically prohibit you from e-mailing someone you do not know. Rather, it enforces non-deceptive e-mail practices and allowing your recipients to opt-out of receiving e-mail solicitations from you. That being said, here are 10 reasons for you not to buy email lists at all but rather grow your own email lists organically.


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Reason #1 Not to Buy Email Marketing Lists

People hate spam: The number one reason not to send spam – because that is what you are going to be doing by buying an email list – is because people hate it. Don't you? How do you feel about the 100s of special offers you probably receive a week like a lot of people? Is that the kind of impression you want to send about your business? The way to grow your email contact list is by being a consummate sales and marketing professional and asking.

Email Marketing Lists


Reason #2 Not to Buy Email Marketing Lists

Spamming is bad: Spam has become such a huge problem that today over half of all e-mail is spam. This includes both the honest and dishonest as well as the legal and illegal types of unsolicited email. Notwithstanding the fact that your mass email marketing campaign will no doubt be honest and technically legal, why should you contribute to such a significant problem? Spam clogs up email systems and costs untold millions – if not billions – of dollars a year to combat, not to mention the untold number of people who are defrauded through spam.


Reason #2(b) Not to Buy Email Marketing Lists

Spam is spam: Following on from the last couple of points, no one cares if you send good versus bad spam and, quite frankly, there is no such distinction in most people's eyes. To say that you are sending an honest marketing email is just not good enough when you are sending this to thousands of strangers, most of whom are simply not interested in you or your business. Whether or not it is illegal, you will still bear the burden of the consequences below if you do choose to spam people.


Reason #3 Not to Buy Email Marketing Lists

It doesn't work: Spamming people does not work, either. It may work for illegal spammers who con people through fraudulent practices but for standard businesses that are built on reputation it is a one-way street to bad publicity and results. As I mentioned, people hate spam and your customers are unlikely to buy from spammers. Worse, you are probably going to alienate most people you email. As well, most lists you will purchase are very poor quality with the people on this list already having been spammed 100s or 1000s of times.


Reason #4 Not to Buy Email Marketing Lists

Being blacklisted: One of the ways the online community has come up with to deal with spam is to ban senders from being able to send any email. The way this is done is that the domain name that a spam message is sent from is put on a blacklist which is then checked by other email services. The result is that you can end up with none of your e-mails being received by your customers. Once you are blacklisted, it can be hard to be whitelisted again.


Reason #5 Not to Buy Email Marketing Lists

The Law: As discussed, as far as I know it is not illegal to send out a mass marketing email to complete strangers once as long as it is not deceptive and people have the option to opt out. That being said, who is to say that you are immune from getting into trouble with the law by sending marketing emails to a list that has probably had millions of emails already sent to its recipients. Each email that violates the CAN-SPAM law is punishable by a fine of up to $16,000 which adds up to a bad decision very quickly!


Reason #6 Not to Buy Email Marketing Lists

Shady list companies: Unlike the accreditations that govern email marketing software companies, you will not find the logos of associations like the Email Sender and Provider Coalition or the Messaging Anti-Abuse Working Group on the websites of email list providers. Heck, you will be hard pressed to find an email list company that is even affiliated with the Better Business Bureau for that matter. These are strong indications that such companies are not on the “up and up” and so why do business with them?


Reason #7 Not to Buy Email Marketing Lists

It is Illogical: If you just think about it, you will realize why it is such a bad idea to purchase an email list. For most businesses, their customer list is probably their most valuable asset (after their employees!). Why would someone give this away for free? The answer is that most companies don't and the email list you are purchasing may have been received through fraudulent means at worse and will be overused and of poor quality at best.


Reason #8 Not to Buy Email Marketing Lists

Would you? Would you give your personal email list to others to market to (and if you would consider selling it then how would your customers feel about that?)? If not, then why would you think it is a good reason to market to someone else's list? In business, the saying, “do unto others as you would have them do unto you” takes on special significance because not heeding this advice can cause you to fail. Either the list you are purchased is stolen or it is not worth much, otherwise you would not be able to purchase it.


Reason #9 Not to Buy Email Marketing Lists




Experts forbid it: Everyone from leading marketing consultants to companies and associations that offer and standardize email marketing systems will tell you that buying an email list is NEVER a good idea. It goes against people's sense of privacy and is just not something that businesses with integrity do. It goes against common sense and personal propriety, may be illegal and is just not good business sense.


Reason #10 Not to Buy Email Marketing Lists

Asking works: What you are looking for is a legitimate list of customers and prospects who are interested in your product, service or business. How do you go about getting such a list in a professional manner? Asking, of course! The idea of asking people for their e-mail address in order to stay in touch with them is the essence of permission-based marketing and, contrary to spamming, is a great idea. Ask people for their e-mail address on your website, on the phone or in person and you will be surprised how happy most people are to share this with you in exchange for email offers.

Email Marketing Lists


Get help with building Email Marketing Lists!

GO TO:
Email Marketing StrategyMass Email Marketing Basics35 Email List Marketing TipsChoosing an Email Marketing SystemBusiness Email TipsMarketing Communication MixMarketing Communication PlanMarketing Communication StrategyIntegrated Marketing CommunicationMarketing Communication ProcessInteractive Marketing Communication"You" MessagingEmail Marketing Lists Consultant




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Buying Email Marketing Lists DOES NOT WORK 
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