Every day I get irritated when I am spammed by some business sending me an email when I never opted in to their list.
To my knowledge, I have never opted-in to any list that didn’t have a “we won’t sell your details” promise although I guess I may have done if the bait was strong enough.
Buying Email Lists Suck
I thought this article has a lot going for it:
Here are the main points:
- Reputable email marketing vendors don’t let you use purchased lists.
- There’s no such thing as a good email list that’s for sale.
- People on a purchased or rented list don’t actually know you.
- Your email deliverability and IP reputation will be harmed.
- Because you’re not a jerk.
Unfortunately for every ying, there is a yang.
Buying Email Lists May Pay-Off
Technically sending emails out to these lists may not be spamming but as the receivers have no idea who your business is, you’re not using permission marketing.
However, it can bring you leads and enquiries if certain conditions are met:
- You have a great subject line that creates curiosity
- The name from doesn’t repel people. Using a business name or brand name that people don’t recognise or know they haven’t given permission is asking to be ignored.
- The first few sentences of the email are relevant – beware of the “To protect your privacy images have been blocked” problem that can leave readers looking at blank content.
- There is a very strong offer for more information or to buy at an excellent price.
I don’t like this marketing tactic.
Like telemarketers who contact me despite my registration with the Telephone Preference Service to opt-out of marketing calls, I am very reluctant to respond positively to these unrequested and unwanted emails.
It is a numbers game. A big list where there the marketing message is matched to the audience will gain some responses. The economics of the offer will decide if it pays off.
If the marketing message doesn’t match the audience, you are wasting your time. You deserve to be outed as a spammer.