So, you’re thinking of purchasing or renting an email list to improve your email marketing

We all know that there are many reasons why a marketer would consider purchasing or renting an email list. Maybe you need a quick boost in sales or perhaps you are a new business owner looking to build your brand. Sorry to burst your bubble, but I’m here to tell you that there are many, many reasons why you shouldn’t purchase or rent that email list that outweigh the potential benefits.

Firstly, you should educate yourself about the CAN-SPAM Act. This is a law that sets rules for commercial email, establishes requirements for commercial messages and gives recipients the right to decline messages from your company or organization. CAN-SPAM violators are subject to penalties of up to $16,000 per email as well as a slew of other reputation damaging actions. Think that doesn’t really happen? See what happened to this guy, the spam king.

So maybe your business partner or friend has had success in the past with email lists. There are a few things you should consider before you sign that contract.

1. Damaged Goods
Contacts that are on rented or purchased email lists should be considered damaged goods. Many marketers don’t think about the fact that these email addresses are often sold or rented time and time again. This means that the contacts on these lists most likely have little interest in your email and more often than not, your message is never going to be opened, read or converted on.

2. Opt-In, Shhhmopt-In
So that lady, or man, who sold you the list told you that the contacts on this list have already opted-in and are super excited about your product? Yeah… not exactly. The contacts on their list may have opted-in to something, but that certainly wasn’t communication from your business. If a consumer hasn’t opted-in to your specific email list, using appropriate methods, then most likely, they don’t want to hear from you.

3. Who cares- right?
You might be thinking, “Who cares if I make a few people angry by emailing them?” You should care! After all, your goal was to grow that list and grow your sales efforts right?  You should take the time that’s necessary to grow your list the healthy way. It will be much more effective for your business in the long run. 5,000 more contacts that aren’t interested in your emails aren’t going to be any more interested in buying what you’re selling.

As a reputable company who partners with many organizations for email marketing efforts, we discourage purchasing lists and will not do so for our clients. We are thrilled that you want to expand your business, but want to help you do it in an effective, ethical and legal way. Taking shortcuts will get you nowhere at best, and quite possibly a blemished reputation or even black listed status if you’re not as lucky. We use tried and true methods to grow your subscriber lists with quality contacts from your target market and would love to help enhance you email marketing.

Liquid offers full service email marketing partnerships including email service provider management, list growth, message strategy, design and development and more. We would love to hear from you, so don’t be shy and send an email or give us a call.

Megan Schroetel (Alumni)

About Megan Schroetel (Alumni)

Megan Schroetel served as a Digital Marketing Strategist at Liquid Interactive. Megan focused on planning, creating, executing, and measuring the performance of digital marketing campaigns with social media, email and display marketing.