Should You Buy an Email List?

Email Marketing | Business Technology | Stories & Experiences
Written by Riley

In a word, no. But if you'd like to know why you shouldn't buy an email list, please read on.

Last Night...

...I was up late doing some work. Actually, I wanted to write a blog post but was struggling to think of a good topic. Suddenly, inspiration came in the form of a message received through my Facebook page.

​Initially, I thought the person contacting me was a prospect but after a very short space of time, I realised that he was trying to sell me something. To cut a long story short, he offered me an email list.

I thanked him for his offer but politely declined because I'm wholeheartedly against this practice.

Why You Shouldn't Buy an Email List

So, here are some reasons why (in my opinion) you should never buy an email list:

1) Sending unsolicited marketing emails is illegal in the UK

If you buy an email list it's unlikely that anyone on the list will have heard of you, so they definitely would not have opted in to receive your marketing communications. In this case, any emails you send them will be unsolicited and illegal.

2) Email lists are usually of poor quality

These lists usually contain a lot of outdated information, which means that sending bulk email to them will likely increase your email bounce rate, which will in turn damage your reputation.

3) It's hypocritical

Put your hand up if you enjoy receiving marketing emails from companies you've never heard of, done business with, contacted, or consented to being contacted by...Anyone?

If receiving spam annoys you (which I'm almost certain it does) you shouldn't send it yourself. Simple.

What you should do instead

Below are some practical things you can do to grow your email list without becoming a spammer.

1) Offer something of value

Image credit: sumo.com

This could be a free resource (like a report or an ebook) that you offer on your website in return for an email address. This way, your subscribers give you permission to contact them by email.

2) Promote your offer on social media

I'm sure you don't need me to tell you that social media is great for getting your message in front of people. Posting your offer on your social media channels will extend the reach of your message.

3) Write a blog

Writing a blog is a highly effective way of growing your email list as long as the content you publish is of value to people. If so, your readers will want to keep up to date with your content and will be more likely to subscribe.

To Summarise

Don't buy email lists because:

1. Sending unsolicited email is illegal​
2. Email lists are usually low-quality
3. Sending spam is hypocritical

Instead you should:

1. Create a valuable opt-in offer
2. Promote your offer on social media
3. Write a blog

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